WHP Global, a leading brand management company and owner of the Lotto brand, has signed a long-term license agreement with Fashioncenter GmbH, based in Norderstedt, Germany.
A subsidiary of the Schmidt Group, Fashioncenter has had the Kappa brand for 25 years and will now take over the product development and distribution of Lotto’s lifestyle footwear and sports fashion brand in Germany and Poland.
Fashioncenter will work closely with Lotto Sport Italia SpA, which operates the core performance categories for the Lotto brand in Europe, among other key markets. The new Lotto lifestyle collections will be presented in summer 2024 and are slated to hit stores at the start of fall/winter 2024.
With this partnership, Lotto will expand its presence in Central Europe in the lifestyle and fashion sector.
“We are excited to welcome the Schmidt Group as our partner, leveraging not only their experience in distributing lifestyle brands, but also their extensive network within two of Europe’s top markets. We expect this partnership will significantly increase our footprint in this important region,” said Stanley Silverstein, chief commercial officer of WHP Global.
Cornelia Schmidt, chief executive officer of Fashioncenter, added, “We are looking forward to expanding Lotto’s brand presence in Germany and Poland. Our team is full of ideas and zest for action and is already working on the first lifestyle collections.”
Under the name “Lotto Life’s,” Fashioncenter GmbH will offer both apparel and footwear collections that have a sporty foundation but are designed for everyday wear with a distinct fashion component. Lotto Life’s will combine the lifestyle and active segments to offer retailers a variety of products for sport and leisure.
WHP Global acquired Lotto more than two years ago. Headquartered near Venice, Lotto was founded in 1973 and its double-diamond logo has been seen on professional athletes including Grand Slam champions Martina Navratilova and Boris Becker as well as on more than 40 soccer teams and 500 athletes around the world.
In other WHP Global news, the company said Friday it has closed on its acquisition of fashion brand G-Star Raw, which it agreed to buy in September, as reported. In tandem with the closing, WHP Global will open a new European office in Amsterdam.
The sellers will retain a minority stake in the brand and current G-Star Raw leadership, led by CEO Rob Schilder, will continue to operate the brand’s core omni-channel operations out of the Amsterdam headquarters.