Softlogic appointed distributor for Nike in Sri Lanka

Thursday, 7 October 2010 22:51 - - {{hitsCtrl.values.hits}}

Softlogic, one of the leading and dynamic organisations in Sri Lanka today, has been appointed the Distributor of Nike, the world’s leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities.

As part of Softlogic’s new partnership with Nike, Softlogic will now manage the Nike brand’s presence in the Sri Lankan market and will look to establishing several Nike Premium stores in key cities. While these stores would function as Exclusive Nike stores, Softlogic would also look to enhance the visibility of Nike in the market by focusing on having a strong presence in multi-brand outlets.

This strategic partnership will allow both parties to seek out and identify new opportunities in the apparel and lifestyle space, and will accelerate the coming of age of the Sri Lanka apparel and lifestyle industry bringing in significant value to the retail apparel industry.

Softlogic Holdings Ltd Chairman and Managing Director Ashok Pathirage said: “Softlogic is delighted to join forces with an iconic brand such as Nike to establish a strong presence in the apparel sportswear market in Sri Lanka. While we have been operating in the apparel market for some time now, we are immensely excited about this period of time, where we see a growing vibrancy in the retail landscape, with increased consumer demand, and consumers being more quality and brand conscious – key drivers towards introducing brands of the genre of Nike.”

“I feel very encouraged that we being a strong and dynamic Group of companies with many global heavyweight brands within our portfolio can provide an equally dynamic and bold presence for Nike in the market by bringing to bear the vigor, excitement, innovation, passion, all key attributes of the Nike brand and translate the brand promise to the local consumer. We will be planning on making Nike very accessible to the sports loving and fashion conscious consumer by opening signature Nike premium stores in key locations carrying the full line-up of products at very affordable prices,” Pathirage said.

“This new partnership is a significant moment for the branded sportswear apparel industry in Sri Lanka, and promises to open a new chapter in the story of the coming of age of the trendy sportswear scene in this country,” he added.

Softlogic is one of the leading, dynamic organisations in Sri Lanka today, having expanded and diversified into the spheres of IT, telecommunications, consumer electronics, office automation, retail, automobiles, apparel, computer based airline reservations, power solutions, property development, furniture and health care, holding authorised distributorships for some key global brand names.

Softlogic today employs over 2,000 people within its offices located in Sri Lanka, Singapore, Pakistan and Australia.