Joint venture partners Marc Amez-Droz (centre), and Chervo brand co-founders Peter (left) and Manfred Erlacher (right), are bringing the leading Italian sportswear label to Asia

Company co-founder Manfred Erlacher says the move represents Chervo's long-term strategy to recognise Asia as a very important market.

"Since our ambition is to become an industry leader in the Asian market we decided to establish in Hong Kong, the traditional trading door to the whole region," Mr Erlacher said. "We are fully aware that Asia may represent our long-term future, not only because of its population and economic perspective, but also for the exacting requirements of Asian golfers for performance and fashion."

The Chervo label originated in 1986 after brothers Manfred and Peter Erlacher combined their expertise to produce a range of technologically advanced, high-grade golf and ski wear. Today, it is a leading European brand with a reputation for "chic-tech" - a mixture of innovative, trendy design with high quality, highly functional materials.

Chervo's Hong Kong joint venture partner Marc Amez-Droz, chairman and CEO of Chervo Asia Ltd, says the Asian market - currently dominated by US brand sportswear - is ready for Chervo.

"The average golfer in Asia is a highly educated consumer with high demands. Their life circles around high quality and high-class living. Chervo products are totally different to most American brands. We concentrate not only on fantastic design, but also on functionality of products to provide the golfer with total freedom of movement while shielding them from all calamities of weather such as wind, rain, cold and heat.

A market ready for quality golfwear

"Chervo designs are specially made for the Asian market, achieving a more fitted look. Also, most products are manufactured either in Italy or Rumania under Italian technicians' guidelines and quality control systems. The vast majority of fabrics that are used, as well as the accessories such as zippers and the like, are Italian made.

"I believe there is a niche market in Asia for high quality, fashionably designed top quality golf gear which is the core business of Chervo."
 
Korea is already selling Chervo products. Using Hong Kong as the springboard, it is targeting "all Asian countries" with high priorities being China and South East Asia. Mr Amez-Droz said the company is currently looking for suitable distribution partners in Japan, Taiwan, Thailand, China, the Philippines and Indonesia.

"China, of course is a very interesting market for Chervo in the medium term. Southern China represents the bigger potential for us as most golfers visiting that area are actually Hong Kong residents who travel across the border to play golf. But many people in China have developed a keen interest in golf and I expect a very fast development of the golf sport in the mainland."

Mr Amez-Droz added that Chervo brings to Hong Kong the advantages of a prime Italian brand: fantastic designs, highest quality combined with a perfect body fit, while using only the finest materials, fabrics and accessories.

Its marketing strategies will focus on high quality retail outlets, including pro shops at golf clubs, and on brand promotion though sponsoring tournaments at club level.

Related link:
Chervo www.chervo.com