In Conversation

Ahead of

Inset: HEAD believes that its move into sports drinks and nutrition is a natural expansion for the brand.

the game

While HEAD Sport GmbH wasn’t immune to the affects of the ongoing pandemic in 2021, the company made some big in-roads in its licensing programme. These included moves into the fragrance, beauty and watch categories, while what it describes as a natural expansion into sports drinks and nutrition is continuing to gather pace as we embrace 2022. LSB finds out more.

Looking back at 2021, Giuseppe Faranna, vp division manager licensing at HEAD Sport GmbH, describes it as “a combination of ups and downs”. On one hand, the challenges caused by the pandemic continued and were joined by supply chain and logistical issues. However, there were also positive signals for the company in categories including bikes, fitness accessories, apparel in the US, in underwear and sleepwear, plus with its PENN brand, thanks to a collaboration with Vans and success in Primark. All of this activity has set the company up with some solid foundations for further success in 2022. One area where Giuseppe and the team are confident of seeing further growth is in nutrition and sports drinks. HEAD has been working with

Bohemia Healing Mineral Waters for a number of years on sports and energy drinks, enjoying some good sales before Covid restrictions in the sports, travel and nightlife arenas hit. However, a new distributor is now on board in Russia, while trials in Edeka – the largest supermarket group in Germany - have been promising and upcoming launches include new sports drinks and bottles, as well as thoughts around ready to drink/instant powders. When it comes to nutrition, HEAD has signed with Slovakian company MaxSport, with initial products including protein bars, energy bars and supplements. The products have already proved popular in Czech Republic and Slovakia, while interest is now also coming from territories across Western Europe, the US and China.

As Giuseppe reveals: “On top of this, in Q1 we will have a great promotion starting which will include a key product of our core range and will run across Europe. We are super excited about this.”

The move into sports drinks and nutrition is a natural extension for the brand, Giuseppe highlights. “We support many athletes and we know that besides the perfect equipment – which of course we are

Above: HEAD is working with MaxSport for its sports nutrition products. Inset: Giuseppe Faranna, vp division manager licensing, HEAD Sport GmbH.

involved in providing – they need to also consider other factors like nutrition or hydration. We know a lot about what athletes need and think that a collaboration with an expert partner in this field will create a great and successful synergy for both of us and helps to diversify the brand further.” There are, however, a number of important factors which need to be considered when creating the ranges, says Giuseppe. “You need to have partners which are absolute professionals in these fields and which are carrying out all relevant testing and making sure that the product quality is high. “Also, the products need to be in line with the requirements from the World Anti-Doping Agency for our athletes to endorse them. Moreover, the partners need to have a distribution network which reflects our brand and also where people usually would expect to find those products.” Giuseppe continues: “The creation process in both product areas included a lot of testing and packaging design, expanding our team’s expertise - the more time you spend, the more you will learn from each other. We also had the chance to immediately let the athletes and coaches test the products.” The focus now for Giuseppe and his team is making sure these two areas of business are successful, with future potential for growth into new territories or sub-categories. As well as the new partners, HEAD has also set some ambitious internal goals for growth, Giuseppe adds: “That means we will push and continue to build up our programme, trying to support our licensees to be even more successful and, if the pandemic or the supply chain issues would become less of a topic, it could be a good year for us.” When it comes to the company’s main aims for 2022, Giuseppe is equally clear. “To continue to build up existing programmes, have a great and successful launch of new programmes and find innovative, performance orientated partners, which want to grow with us,” he says. “We have a special eye on China, not only because of the Beijing Winter Olympic games but also because our first HEAD Monobrand stores will open there in 2022, which is super exciting.”

Inset: A global deal has been secured with Desire Fragrances for body and bath, suncare and fragrances. Inset: Elysee is the new global watch partner for HEAD.

Deal makers

As well as sports nutrition, the team has been busy securing new deals for the HEAD brand across a number of other categories. These include a new footwear deal for the US, parts of Europe and the Middle East with UBC from Italy launching in Q1 2022. Also signed up is Swiss-based Blackwell Brands which will be focusing on bags and luggage for Q1/Q2 launch. Giuseppe continues: “We have found a new global watch partner with the German Elysee group, which is exciting. In addition, we signed a global deal for fragrances, body and bath and suncare with Desire Fragrances, which should be launched in Q1/2022. Moreover, in 2022 we are launching a new outdoor/trekking collection for Europe, not only on wholesale but also on loyalty channels, which is a great asset for us.

“This will be followed by a new consumer electronics partnership in Europe for 2022 and a very new endeavour in the GCC region, which will surprise many people. Last but not least, we signed our new partner for China/HK/Taiwan and Macau, for apparel and footwear (non tennis performance), socks/underwear and textile accessories which will see the opening of the first HEAD Mono brand stores in China in January. So, you can see we have been very busy.”

Left: Bags and luggage is a new category for HEAD.