Fila is reshuffling its licenses.
Through a subsidiary, German shoe retailer Deichmann is taking over the Fila licenses for shoes, accessories and apparel in continental Europe. Deichmann used to be a low budget shoe retail chain. It then bought from Freudenberg the then leading kids shoe brand Elefanten and upgraded its product matrix. Fila has been distributed in Deichmann stores before.
Nevertheless, a direct to retail license is a risky bet. In the 70s and 80s Fila enjoyed a premium brand position similar to Lacoste and Head at that time. After years of struggling the Korean licensee acquired the brand and is now working to revive Fila.