Sportswear business 2XU has said it will step up its investment in Northwestern Europe after taking over management of its brand in the Nordic region from its distribution partner.

It’s the next step in the Australian-based business’ increasingly global focus following a launch in China late last year and will see the 2XU Nordics AS business launched this month.

2XU currently operates two Nordic outlets in Norway and Sweden, and also has an e-commerce platform available to Nordic customers.

The new subsidiary will be led by general manager Ellen Sørum, who joins the business after eight years with Norwegian outdoor brand Bergans.

2XU’s global CEO Paul Higgins said there’s strong demand for the company’s products in the region and taking control will deliver improved returns.

“The demand for premium sportswear is very strong in the Nordic market, driven by consumers’ active lifestyles and appreciation of quality brands. We’re very proud of the reputation 2XU has developed in the region and very appreciative of the Enjoy Sport team’s efforts in building this success,” he said.

2XU Nordics will be headquartered in Oslo, Norway and will also have regional offices in Sweden, Finland and Denmark.

“Nordic consumers know and love 2XU for its world-leading compression and high-performance apparel, but there remains a huge opportunity for our business to further increase brand awareness and education in the local market,” Sørum said.

2XU has earmarked the Nordic region as its fourth major global market after North America, the UK and Japan.

“The Nordics are home to the most physically active consumers in Europe, and it’s an exciting opportunity to lead the 2XU Nordics team into the next phase of business. We look forward to driving continued growth in the region, Sørum added.

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