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Discovery Unveils Expedition Strategy

Discovery Enterprises International launched retail destinations and e-commerce web sites for its Discovery Expedition brand, the new lifestyle brand inspired by the Discovery channel.The initial product line includes 25 items such as jackets, knitwear, s

The initial product line includes 25 items such as jackets, knitwear, sweatshirts, t-shirts, long sleeve shirts and denim trousers. The men’s collection launches this fall, followed by a women’s line in the spring. The brand will include outdoor lifestyle apparel, accessories, camping gear and electronics.

DEI will execute a three-pronged retail strategy: an e-commerce platform, store-in-store concepts and flagship stores across Europe and Asia-Pacific.

The English-language Discovery Expedition e-commerce site went live across Europe yesterday. Additional language sites in Italian, German and French will launch this year, with store-in-store and pop-up shops opening across the continent next year.

In Asia-Pacific, a dedicated e-commerce site as well as flagship retail outlets and shop-in-shops will launch simultaneously early next year across China, Korea and Southeast Asia. In China, signature Discovery Expedition flagship stores will open next fall with more than 200 retail point-of sale locations launching through the end of next year.

“With Discovery Expedition, we have created a unique blueprint for a variety of products that can be licensed to operators in different territories and tailored to the maturity and logistical needs of individual markets,” says Nicolas Bonard, senior vice president, Discovery Enterprises International. “All Discovery Expedition branded products are top quality, and reflect the core DNA of the Discovery brand, embodying the spirit of adventure, exploration and innovation.”

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