The Fenix Outdoor Group is about to open an office in Hong Kong in charge of coordinating the activities of the distributors and licensees of its brands in the Far East region, excluding the Republic of China. The main markets that the new office will supervise are Japan, South Korea, Taiwan and the Southeast Asia region, led by Singapore. The office is set to be operational by April 1. The person in charge is already selected, but is still under contract with another company. The main task of the office will be to create synergies in terms of product demand on the consumer side, back office, and the appearance of its brands, especially Fjällräven, Hanwag, Primus and Brunton. Alexander Koska, vice president of Fenix, told this publication at Ispo Beijing that there are some markets where each brand still has its own distributor and where fewer operations could do the same job with lower overheads. That does not mean, however, that all four brands need to be centralized entirely, but it seems that the Swedish group is looking for more efficient operations, as it has already done in Europe and in North America over the last few years.

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