Trademark Right of Admiral Brand for Five East Asia region acquired by Sojitz GMC

Japan based Sojitz General Merchandise Corporation (Sojitz GMC), a fully-owned subsidiary of Sojitz Corporation, Tokyo announced acquiring of trademark rights from England’s Admiral casual fashion brand for five regions in East Asia namely China, Hong Kong, Macao, Taiwan, and South Korea. With the latest acquisition of these trademark rights, Sojitz GMC will now be able to expand its existing business by using the brand know-how that it established in the Japanese market to sell Admiral as an English brand launched from Japan in the East Asian markets.

Sojitz GMC started selling Admiral casual footwear in Japan back in 2006 performing the full role from planning, design, production, to sales.  Annual sales volumes has risen from approximately 40,000 pairs in 2007 to a level of approximately 200,000 pairs in the past year. Sojitz GMC designed products using materials such as Harris Tweed and Liberty brand textiles from England, and took various measures such as product planning in collaboration with Japan’s largest mail-order fashion sites and premier select shops, developing Admiral into a brand known for retaining unique English characteristics.

Sojitz GMC will begin overseas marketing of Admiral branded products in 2014 and will also foray into sales of products other than casual footwear.

In addition to Admiral, Sojitz GMC handles a wide range of consumer goods brands including Eastpak backpacks, Reef surf goods, and Dot-Drops suitcases.

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