Global Edition

Abacus Sportswear appoints Landmark Media to activate international expansion

11.14am 1st February 2013 - Corporate

abacus snagAbacus Sportswear, the Swedish golf and lifestyle clothing brand, has appointed specialist PR agency Landmark Media to help activate its plans for international expansion.

The company, which is an Official Supplier to The European Tourand The European Solheim Cup Team, and an Official Licensee of The 2014 Ryder Cup at Gleneagles, is currently established in 31 countries.

It now plans to strengthen its position in key Continental European markets while growing its business in the UK, North America and Asia, where it is Official Apparel Partner to the Asian Tour.

Abacus Sportswear managing director HenrikBergqvist, who was recently appointed to develop the business globally, said: “Abacus Sportswear has an established reputation for function, quality and Scandinavian design that appeals to international markets.

“The response to our Spring Summer 2013 Collection at the PGA Show in Orlando was phenomenal and underlines the potential for the business overseas.

“We’ve appointed Landmark Media to raise abacus®brand awareness and manage our reputation in important overseas markets. The agency’s proven track record international PR and marketing communications, as well as the team’s multilingual skills, golfing knowledge and global media relationships ticked all the right boxes for us. Landmark Media will be an important strategic partner in the development of our business and I am confident they will help us achieve our objectives.”

Based close to the renowned university city of Lund in southern Sweden, Abacus Sportswear was founded in 1991 and quickly established a reputation for outstanding technical outerwear with a focus on ‘Freedom of Motion.’ The concept is evident in its 2013 rainwear, with the new high-performance Stretchlite™ waterproof-breathable fabric featuring in men’s and women’s rain garments.

Under the creative eye of head designer Chris Mattsson, seasonal collections continue to broaden combining functional golf clothing – including trademark products such as the Cleek trouser, popular with the abacus® team of professional ambassadors – and stylish lifestyle garments that reach out beyond golf.

Gary Firkins, director of Landmark Media International, said: “Abacus Sportswear has the vision, commitment and quality to become the leading golf and lifestyle clothing brand in the world, and we are excited to be working with this dynamic company.

“As an agency, we have experience working with some of the biggest brands and events in golf, including The Ryder Cup, and the full range and quality of our international services will be at Abacus Sportswear’s disposal to help the company achieve its business growth objectives.”

The abacus® Spring Summer 2013 Collection, featuring bold colours inspired by South Sea islands, as well as cool Scandinavian pastels, is now available to view online as a video or downloadable brochure at:

Landmark Media International Ltd

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