Puneet Varma

Audimas

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Native name  AB Audimas
Area served  Worldwide
Operating income  €0.004 billion (2013)
Headquarters  Kaunas
Revenue  24 million EUR (2013)
Industry  Retail, Apparel
Key people  Jurgita Būdienė (CEO)
Number of locations  26 (2014)
Founded  1931
Type  Joint-stock company
Audimas
Products  Sportswear, Sportswear, Accessories
CEO  Jurgita Būdienė (Jul 2012–)
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Audimas is the largest sportswear manufacturer and one of the market leaders in the development, design and manufacture of sports and active lifestyle apparel in the Baltic States.

Contents

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History

Joint-stock company "Audimas" was established in 1931 in Kaunas (Lithuania) and opened its own manufacturing facilities, producing sportswear. In 1991, after the re-establishment of Lithuania's independence, the company started its new period of business and development.

In 1997, The first retail store, belonging to the company, was opened. The first seasonal collections with Audimas trademark were introduced to the market.

Since 1999 the company has been cooperating with National Olympic Committee of Lithuania and manufactured sportswear for the Lithuanian athletes who participate in the Olympics and national competitions.

In 2000, Audimas introduced the official wear of Lithuania national Olympic Team for the Summer Olympic Games in Sydney (Australia).

In 2002, Audimas introduced the official wear of Lithuania national Olympic Team for the Winter Olympic Games in Salt Lake City (US).

In 2004, the company introduced the official wear of Lithuania national Olympic Team for the Summer Olympic Games in Athens (Greece).

In 2006, Audimas introduced the official wear of Lithuania national Olympic Team for the Winter Olympic Games in Turin (Italy).

In 2008, the company introduced the official wear of Lithuania national Olympic Team for the Summer Olympic Games in Beijing (China).

In 2011, all participants of the Lithuanian expedition to the Antarctica wore clothing the company designed and made for them.

In 2012, Audimas introduced the official wear of Lithuania national Olympic Team for the Summer Olympic Games in London (United Kingdom).

In 2013, the company introduced the official wear of Lithuania and Belarus national Olympic Teams for the Winter Olympic Games in Sochi (Russian Federation).

Development

Audimas is a joint stock company ("AB") and almost 90% of its shares belong to the three key shareholders. It is one of the largest companies by revenue in Lithuania (73rd place, [2000). Audimas has two manufacturing divisions in Kaunas and Jonava (Lithuania), three subsidiaries in Belarus, Russia (the company representative office established in 2006) and Latvia (since 2013). The company owns approximately 30% of Lithuania's sportswear market (2012).

Audimas has a retail and wholesale network in Lithuania. As a retailer, Audimas runs directly operated and franchise stores. As a wholesaler, Audimas works with local sportswear retailers and brand owners on business-to-business (B2B) basis. In 2007, the company expanded its retail network to Poland.

Audimas retail is certified in accordance with ISO 9001-2008.

The company runs 14 branded (directly operated) stores in all major cities of Lithuania, one branded store in Riga (Latvia), 11 franchise stores (10 in Lithuania and one in Ukraine) and one e-store.

The first store in Latvia (Riga) was opened in 2002, but the country later (2008) was heavily affected by the economic crisis and rental prices were raised, so the company had to close it. At the end of 2013, Audimas returned to the market of Latvia and opened its first store in Riga for the second time.

In 2014, Audimas sold its first franchise in Ukraine and opened its first brand store in Kiev.

Audimas exports its products to Western Europe (Germany, Poland, Finland), Eastern Europe (Russian Federation), Middle East (United Arab Emirates) and Baltic States (Latvia, Estonia). 80% of the company's products are exported to European Union countries. In addition, Audimas is manufacturing for other brands and supplies products to Switzerland, Italy, Germany, France, Great Britain, Sweden and the United States of America. In the past, the company was also working with Nike Inc. on such basis (Audimas manufacturing divisions were used as contractual factories by Nike ) and provided to this partner with roughly 35000 clothing sets per year.

In 2011, the company had about 300 suppliers and about 300 people were working in its manufacturing divisions.

In 2014, the company sold about 40% of apparel production with its own brand and the rest with other brand names including Assos, Lucas Hugh, Rapha and others.

Awards

In 1998, Audimas manufactured sportswear suit "UNO" was awarded with the "Lithuanian Product of the Year" title by the Lithuanian Confederation of Industrialists.

1998 – 2004: Audimas has been awarded with the "Successfully Working Company" prize by the Lithuanian Confederation of Industrialists for the modernization of production, improving working conditions and expanding the range of products and markets.

In 2001, Audimas was awarded with award of the best IKEA supplier in the Baltic states.

In 2001, 2003 and 2004 the company won the "Lithuanian Exporter of the Year" title by the Lithuanian Confederation of Industrialists.

In 2003, Audimas manufactured sportswear suit "Athens 2004" was chosen as the best "Lithuanian Product of the Year".

In 2004, Audimas sports apparel with ginseng finish (decoration) was awarded with the "Lithuanian Product of the Year" title and silver medal by the Lithuanian Confederation of Industrialists.

In 2004, Audimas CEO Ona Balžekienė was named as the laureate of "Lithuanian Business Hall of Fame" (awarded by Lithuania Junior Achievement).

In 2005, the company was awarded with the "Mercury" prize for the successful business development in Latvia by the Lithuanian Chamber of Commerce in Latvia.

In 2006, Audimas manufactured sportswear suit "Torino 2006" was awarded with the "Lithuanian Product of the Year" title by the Lithuanian Confederation of Industrialists.

In 2012, the company was awarded with Lithuanian design prize "Good Design" for the official Lithuania national Olympic team wear in London Olympic Games.

Products

In 2003, an extra line of clothing was created for the winter sport.

Since 2008 Audimas produces four clothing collections per year, these are dedicated for every season of the year separately (Fall, Winter, Spring and Summer).

The company produces sports and active lifestyle wear for women and men. Audimas manufactures the following products: tops (shirts, t-shirts, polo shirts), outerwear (jackets, pants, blouses, tunics, skirts, dresses, coats, jackets, overalls), swimsuits, cycling jerseys and sports clothing (basketball wear), undergarments (lingerie, bras, panties, socks). In addition, the company produces headgear (hats, kerchiefs), accessories (bracelets, belts, gloves, scarves), towels and backpacks.

Audimas seasonal clothing collections are usually divided into themes. Recent collection "Autumn - Winter 2014" is divided into four themes: an active lifestyle, active sport, limited and special. Company‘s active indoor wear is designed for gym, exercises, body training, basketball and fashion. Active lifestyle products range is designed for traveling, winter sports, bike wear, tennis wear and swimwear.

Special clothing lines usually are created by famous Lithuanian and foreign fashion designers, including Juozas Statkevičius, Sandra Straukaitė, Aleksandras Pogrebnojus, Kristina Kalinauskaitė, Kristi Andress and others.

In 2012, Lithuanian designer Juozas Statkevičius presented outdoor clothing line for women "Black & White" specially created for Audimas. The company distributed Juozas Statkevičius designed "Muscle suit" originally created for his 2013 Spring – Summer collection. It was a men's costume which looked like a human body structure with all muscles. "Muscle suit" was shortly covered in international media (including British newspaper "Metro Daily").

Marketing

In 2001, Audimas introduced its first TV commercial and the slogan "Freedom of Movement".

In 2002, the company acquired rights to use Queen’s song "Spread Your Wings" and later produced its promotional clip with this song.

In 2007, Audimas significally updated its brand logo.

In 2013, the study showed that the brand "Audimas" was one of the Top 100 most favorable brand names (76th place) and one of the Top 50 most favorable Lithuanian brand names (38th place) in Lithuania. In the same year, Audimas started to significantly renew its brand, marketing, operational concepts and retail stores and first two new concept retail stores were opened in Vilnius (Lithuania).

The Orange Virus

2001 – 2010: Audimas marketing efforts included the "Orange Virus" street basketball promotion. Yearly street basketball tournament "Orange Virus" was initiated and constantly organized by the company in five biggest Lithuanian cities. In 2003 the company distinguished its products group for basketball from the main brand "Audimas" by creating the new additional brand "Orange Virus" which matched the branding of the basketball tournament with the same name.

Retail store

The creative idea behind the newest concept of the Audimas retail stores is a loft with a view combining so called "home" and "action" areas. The facade and the entrance should welcome the shopping centre visitors to come and visit Audimas store. The facade of the store should communicate the brand changes to the visitors. The facade signboard is made of bamboo wood with LED lighting and TV screens (Digital Signage) presenting seasonal communication. To realize the "Window with a view" store interior idea, the back area of the retail store is equipped with a plant wall. This is how the company illustrates its marketing idea of the synthesis of the natural and the technical. An important highlight of the store interior is a wall of changeable color which should serve as a background for mannequins wearing brand’s new collection items, as well as LED lighting. These details is intended to help communicating Audimas new season’s updates to shopping centre visitors before they actually enter the store. The interior of the central store area (or the "home" area) illustrates the home interior. The sales equipment should remind the customer a large closet. The central displays of the sales floor is installed using home-like elements, carpets, armchairs, picture frames and shelves. Such composition is supplemented with natural looking mannequins. The "action" area of the new concept Audimas retail store includes items that should stimulate customers desire to travel. Each store is equipped with a different item stimulating visitors this kind of desire. That is another marketing way Audimas chooses to attract visitors to its products and increase retail sales.

Online shopping

In 2008, Audimas opened its first e-shop with content provided in Lithuanian and English languages. In 2010, all company manufactured products were available in e-shop. In 2013, Audimas e-shop was redesigned and significantly upgraded.

Sponsorship

In 1998, Audimas has signed its first sponsorship contracts with sports clubs. Audimas is official sportswear supplier for Lithuanian national Olympic team. In 2014, Audimas began sponsorship of Belarus National Olympic Committee. One of the first outcomes of this new agreement was the Belarus Olympic team wearing the company-manufactured sportswear in Sochi Olympic Games (2014).

Audimas sponsored Lithuanian athletics federation and supported the Lithuania national athletics team.

In 2002, Lietuvos krepšinio lyga's All-Star Weekend teams wore Audimas produced basketball apparel.

In 2004, the company initiated a joint project for street basketball Basketball court renovation in major Lithuanian cities.

In 2009, Audimas sponsored Chicago Marathon runners from Lithuania.

In 2010–2011, Audimas sponsored BC Žalgiris. The company is a long-time sponsor of BC Lietuvos rytas. In the past, Audimas was sponsoring Latvia national basketball team as well.

Audimas supports young and promising athletes and their tournaments like Lithuanian pupils basketball league and its All-Star Weekend (2003-2004), Sabonis Basketball Center, "Hall-Ball" basketball tournament organized by Šarūnas Marčiulionis Basketball Academy and others.

The company provides charity annually for the care of socially vulnerable people – for the Disability (Disabled Youth Centre in Kaunas, Lithuanian Blind Sports Federation, Lithuanian Association of the Deaf ), for the children (public organization "Save The Children") and for the single mothers (Lithuanian mother and child support charity fund "Austa" ).

References

Audimas Wikipedia


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