USG announces expansion plans

The Unlimited Sports Group (USG) has announced it wants to broaden its horizons with the

creation of USG International, a new business that will primarily focus on the development of both brand and retail concepts internationally, beyond the current traditional territories of USG.

To lead this development, current COO, Steve Preston has been appointed as Head of International Brand and Retail Development. He will also continue to serve on the board of the USG Group. In addition, Pascal Kouwenhoven has been appointed Head of Retail USG. Kouwenhoven who also serves on the board has been with the company for 18 years and has held various managerial positions.

The statement didn’t include which countries USG International will focus on, but it did state that with the ever-changing industry in which it operates in, adjusting its approach to be ahead of the changes was important. Currently the company, which has recently been centralised in Amsterdam, operates mainly in Belgium, the Netherlands, Luxembourg, Germany, Austria, Switzerland, France and Scandinavia. However, the office of USG International will be based in the UK.

The group has 16 brands in the sport, outdoor and lifestyle market, including Ellesse, Helly Hanson, Le Coq Sportif, and Diadora; and in the last two years USG has acquired two brands Tenson and Valsport.