BlackYak is entering the Japanese market through a partnership with SHIFFON, a Japanese fashion and lifestyle company.
BlackYak has signed a five-year exclusive distribution and license agreement with SHIFFON, fashion industry sources said on the 25th. SHIFFON distributes and sells fashion, outdoor and sportswear products in Japan through both online and offline channels. It also has original equipment manufacturing (OEM) and original design manufacturing (ODM) capabilities.
The two companies plan to launch BlackYak's high-performance DNS Collection in February and then expand the lineup to trekking and trail running products. Starting with next year's fall and winter season, they will widen distribution to outdoor and sports specialty stores in Japan. The companies later plan to diversify into department stores, multi-brand select shops and their own online mall.
The two companies will also jointly develop licensed products tailored to Japanese consumer tastes. Those products are scheduled to be introduced next year through local fashion and lifestyle retail channels. BlackYak intends to release products designed for mountain activities first, then broaden the range to outdoor items that can be worn as everyday clothing.
BlackYak has been expanding its overseas business, unveiling a global campaign in March and signing a partnership with Taiwanese distributor Emers Group in August. The Japan agreement gives the company an additional sales base in Asia.
"It is highly meaningful that our technological capabilities, built up through field tests in the Himalayas, and our competitiveness as a high-performance brand have been recognized in the Japanese market as well," BlackYak President Kang Joon-seok said. "Through our collaboration with SHIFFON, we will effectively convey BlackYak's distinctive products and brand value to Japanese consumers and solidify our position as a global premium outdoor brand."
