Sports brand Hi-Tec launches channel strategy for wearables

Global sports brand Hi-Tec has signed an exclusive deal with market entry experts, The Mustard Concept, to launch its new wearable and electronics accessories range throughout Western Europe.

As part of its ongoing strategy to license out key categories to complement its core footwear products, Hi-Tec is bringing activity trackers, location beacons and portable power chargers to high street stores, and sports and outdoor retailers across Western Europe.

The devices have been designed to help consumers get more out of their sports, leisure and outdoor activities and will link directly to Hi-Tec’s current advertising campaign Walking Just Got Better.

The Mustard Concept, which has already outlined a channel strategy and is working with Hi-Tec to take advantage of the growing wearables market across Europe, was introduced to the company by Global Icons, a brand licensing agency which is representing Hi-Tec worldwide.

Nicola Christopher, manager of licensing at Global Icons, said: “The wearable electronics license is the first license that we have brought to Hi-Tec and demonstrates the continuing appeal for the Hi-Tec brand beyond its core products.”

According to market research company CCS Insights, the wearables market will be 14 times bigger in 2018 than it was in 2013, with Western Europe expected to be the largest adopter of wearable products in the next three years.

The Mustard Concept has exclusive rights to distribute a range of consumer electronics including wearable technology, outdoor accessories and other smart technology under the Hi-Tec brand name.

Mustard managing director Paul McIntosh (pictured) said: “Adding Hi-Tec to our portfolio of licenses has enabled us to complement the other areas we already cover by filling the gap between luxury tech and home electronics, with a globally recognised sports and outdoor lifestyle brand.

“The Hi-Tec reputation for athletically inspired footwear, apparel and sports equipment supports the range of wearable and smart electronics that we will be marketing to active consumers.” McIntosh was formerly the country manager for Cisco’s consumer division for the UK and Ireland.

The new range will be available across Western Europe from October 2015 and is just the first of a new line of licenses that the company is working to launch. Hi-Tec has more than 20 licensees globally and currently has opportunities available for further licensees.

Chris Mole, Hi-Tec’s group licensing director said: “We chose The Mustard Concept as our primary licensee in the electronics category as they have extensive industry expertise and consumer electronic retailer contacts across Europe.

“More importantly, The Mustard Concept were able to move extremely quickly to make sure that as a partnership we could all capture a significant proportion of the rapidly growing wearables market.”