PARIS — Coalision, the Canadian lifestyle and sports apparel company, has merged with French intimates brand Pull-In.
The move is designed to spur international development for both parties, with each benefiting from the other’s distribution networks across territories, according to Bernard Mariette, president and chief executive officer of Coalision, who has been eyeing expansion in Europe for his company’s brands ever since his arrival at the firm in 2009.
The combined companies are expected to generate about $110 million in sales this year, he said.
“It’s almost too good to be true: We have a similar culture in terms of marketing. We sponsor the same athletes and events. We’re into technical [innovations] but also style. We like action sports but also fashion,” continued Mariette, who added his relationship with Pull-In’s founder, Emmanuel Lohéac, goes back a long way. In his former position as the president of Quiksilver Group, Mariette hired Lohéac to head up the Quiksilver-owned footwear brand DC Shoes.
Coalision owns the Orage, Lolë and Paradox brands, which are geared to the mountainwear, well-being and technical outdoor categories. The brands are distributed to more than 2,500 retailers combined in Canada, the U.S., Europe and Asia.
The company generated $87 million in sales in 2011, up 58.1 percent on-year, Mariette said.
Pull-In, which was founded in 2000 and is based in Hossegor, France, is distributed to about 1,700 doors internationally and counts 20 freestanding stores, 17 of which are in France, with one in Los Angeles and two in New York. The brand specializes in innerwear for men and women but also has denim, swimwear and kid’s wear lines.
Last year, the brand generated 17 million euros, or $23.7 million at average exchange for the period, according to a brand spokesman.