Germany : Puma Dives Into Swimwear With Le Bonitas

Fast-growing German sportswear and athletic shoe firm Puma AG is hoping to make a splash in the swimwear market after signing a deal with Italian firm Le Bonitas, it was revealed Thursday.

The company has agreed a licensing deal which will see the launch of the new swimwear line for men, women and children in Spring/Summer 2004 in France, Italy and the UK.

Financial details were not disclosed but Puma said it will begin
selling the line in Germany from 2005 and added Le Bonitas holds worldwide licenses for bodywear and beachwear for brands like Versace, Blumarine and Ungaro.

Puma chairman and CEO, Jochen Zeitz, said: "The new swimwear collection is an ideal fit with the sport-lifestyle brand Puma. With this new agreement, we are continuing with our strategy of fully exploiting the potential of the brand by selectively exploring new fields of business.

Guglielmo Muratori, general manager of Le Bonitas, added: "We are convinced that by offering innovative products in partnership with Puma we will be able to meet the demand for sport-styled swimwear both for the pool and the beach."