Discovery unveils retail strategy for new Expedition brand

Three-pronged international plan includes flagship stores and e-commerce.
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1_DX - Jeans2.jpg

Discovery Enterprises International has revealed it is to launch international retail destinations and an ecommerce offering for its new Expedition brand.

The firm is planning a three-pronged retail attack for the lifestyle, outdoor apparel and accessories brand for 20-45 year-old men. This will include an ecommerce platform, store in store concepts and flagship outlets across Europe and Asia Pacific.

An English-language ecommerce site has already launched, and from the end of 2011 onwards, additional language sites in Italian, German and French will launch.

Beginning in Q2 2012, store in store and pop up shops will begin to open across the continent.

Moving into Asia Pacific, and all three offerings will launch simultaneously in early 2012 across China, Korea and South East Asia.

"With Discovery Expedition, we have created a unique blueprint for a variety of products that can be licensed to operators in different territories and tailored to the maturity and logistical needs of individual markets," said Nicolas Bonard, SVP, Discovery Enterprises International. "All Discovery Expedition branded products are top quality, and reflect the core DNA of the Discovery brand, embodying the spirit of adventure, exploration and innovation."

The DX product line includes 25 items ranging from jackets, knitwear, sweatshirts and t-shirts, through to long sleeve shirts and denim trousers.

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