By  on February 17, 2009

NEW YORK — Polo Ralph Lauren Corp. will take over its Southeast Asia wholesale and retail distribution from Dickson Concepts International Ltd., effective Jan. 1, 2010.

Dickson Concepts will serve as Polo’s licensee for the region until then.

At Polo, the Southeast Asia region is made up of China, Hong Kong, Malaysia, Indonesia, Singapore, Taiwan, the Philippines and Thailand.

The move is in line with Polo’s overall corporate strategy to take licenses back in-house, which has proven a successful strategy to better control the quality, distribution, image and growth of the company as a whole. In recent years, Polo has taken back licenses for footwear and Polo Jeans, Lauren by Ralph Lauren, and its European and Japanese business.

“Today’s announcement represents a significant strategic step for our company as we continue to develop our business globally,” Lauren, the company’s chairman and chief executive officer, said. “The appetite for our brand and products in Southeast Asia is strong and growing, and we expect to build on the momentum by reinforcing our luxury lifestyle positioning and elevating our distribution in the region.”

In Southeast Asia, Dickson Concepts sells Polo merchandise through approximately 40 freestanding stores and nearly 100 shop-in-shops.

Roger Farah, president and chief operating officer, called the region “a dynamic, emerging market with incredibly strong growth characteristics.”

“We are grateful to Dickson Concepts for enabling us to establish Polo Ralph Lauren as a premier lifestyle brand throughout the region over the last two decades, and we look forward to working closely with them on a smooth transition,” Farah said. “The work we will undertake to develop Southeast Asia is similar to what we’ve done successfully in Europe and are currently executing in Japan. With control of our distribution, we intend to leverage our world-class managerial, marketing and merchandising capabilities to deliver significant revenue and profit growth over the long term.”

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