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Apr 20, 2018

Mark Brutzkus and Deborah Greaves Successfully Represent Beiying Sports in Licensing Deal

The firm is pleased to announce that Mark Brutzkus and Deborah Greaves represented client Beiying Sports Technology Co. Ltd, a leading Chinese sports manufacturer and distributor, in a licensing deal with Sequential Brands Group. Under the multi-year agreement, Beiying will work closely with Sequential Brands to develop and distribute the Avia brand, which includes men’s, women’s, and children’s footwear, apparel and accessories. The complex transaction will bring the leading active lifestyle brand to the Chinese market, where Beiying plans on opening over 1,000 Avia stores by 2021.

“I am pleased to build on Avia’s strong momentum in the USA and introduce the brand to the Chinese market, an important market with a growing sports industry,” said Eddie Esses, President of Sequential Brands Active Division, about the deal. “Together with our new partner, Beiying, the Avia brand has the potential to become a major active lifestyle brand throughout China.”

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