The sporting goods retailer Defshop is expanding its range with a traditional brand. On Wednesday, the company announced that it will also start selling sneakers by the Italian label Diadora from the end of the week.
“The brand has enormous appeal in sneaker culture and is therefore another building block in the expansion of Defshop’s brand portfolio,” explained the e-commerce specialist, who also runs his own shops in Berlin and Cologne. Defshop announced that the label, which was founded in 1948, was included “as part of a reorientation” of the sneaker range.
“We are very pleased to add another iconic brand to our portfolio with Diadora,” said CEO Franco Lucà in a statement. “Diadora stands for high quality, but also for tradition and heritage. Values that Defshop closely associates with Diadora. The brand is very popular with many streetwear and sneaker-loving customers.”
With the integration of Diadora, the Berlin retailer is continuing to expand its brand portfolio. In November last year, Defshop had already added the Chinese label Anta Sports to its range.
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