Umbro: NewAge and Bolivox ink Italy distribution deal, first monobrand store planned for 2026
Umbro has ambitious plans for Italy. NewAge, the exclusive licensee for Italy of the long-established British sportswear brand founded in 1924, has signed a deal with Bolivox, a local distribution agency active in fashion, which operates the Wivian's Factory, Voxa Group and Showroom Libenzi companies.
The Umbro name is associated with some of the most memorable events in the history of football, and the brand is now expanding into the lifestyle segment, with collections appealing to a cross-sectional audience, blending functionality with streetwear, performance and design.
The relaunch plans very much involve Italy where, thanks to the new agreement, the brand intends to boost its commercial position not only in sportswear, but also in the urban lifestyle segment.
'Umbro is currently distributed via approximately 300 Italian multibrand retailers and about 100 concessions in leading chains,' said Pino Magno, CEO of Umbro Italia, speaking to FashionNetwork.com. 'The strategies we're implementing aim to expand our retail footprint as extensively as possible, especially in the lifestyle segment, at all levels of the distribution matrix. We're keen to establish a partnership that will actively involve both [NewAge and Bolivox] on all collection development aspects, from creativity and style to production and distribution. Our short-term goals are to target multibrand lifestyle stores, which will make our online positioning easier too, and subsequently to plan the development of monobrand stores, the first of which could open in 2026,' said Magno.
'The work we've done to build this partnership is the result of a common vision and a highly practical approach. We're convinced that Umbro's potential on the Italian market still needs to be fully exploited, and we're happy to contribute with our organisation and experience,' said Mattia Bodini of Wivian's Factory.
Umbro currently generates in Italy just under 10% of its total revenue. The brand's main markets are South America, where it has a long-standing presence, and central and northern Europe.
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Umbro has ambitious plans for Italy. NewAge, the exclusive licensee for Italy of the long-established British sportswear brand founded in 1924, has signed a deal with Bolivox, a local distribution agency active in fashion, which operates the Wivian's Factory, Voxa Group and Showroom Libenzi companies. The Umbro name is associated with some of the most memorable events in the history of football, and the brand is now expanding into the lifestyle segment, with collections appealing to a cross-sectional audience, blending functionality with streetwear, performance and design. The relaunch plans very much involve Italy where, thanks to the new agreement, the brand intends to boost its commercial position not only in sportswear, but also in the urban lifestyle segment. 'Umbro is currently distributed via approximately 300 Italian multibrand retailers and about 100 concessions in leading chains,' said Pino Magno, CEO of Umbro Italia, speaking to 'The strategies we're implementing aim to expand our retail footprint as extensively as possible, especially in the lifestyle segment, at all levels of the distribution matrix. We're keen to establish a partnership that will actively involve both [NewAge and Bolivox] on all collection development aspects, from creativity and style to production and distribution. Our short-term goals are to target multibrand lifestyle stores, which will make our online positioning easier too, and subsequently to plan the development of monobrand stores, the first of which could open in 2026,' said Magno. 'The work we've done to build this partnership is the result of a common vision and a highly practical approach. We're convinced that Umbro's potential on the Italian market still needs to be fully exploited, and we're happy to contribute with our organisation and experience,' said Mattia Bodini of Wivian's Factory. Umbro currently generates in Italy just under 10% of its total revenue. The brand's main markets are South America, where it has a long-standing presence, and central and northern Europe.
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