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Distribution: VF makes it official - Ares takes over Vans from Bounty

Published: 12th Jun 2023

Author: Tony Dickson - S&V Editor

Cape Town, W. Cape, SA – On Friday, Ares Holdings SA was formally announced as the Vans distributor from 01 January, taking over from Bounty Brands.
Ares also distributes 2XU, Birkenstock, Crocs and Under Armour.
A spokesperson for Ares responded to S&V ‘s questions:

Vans originally said it would open a subsidiary in South Africa. Why has it decided to continue with a distributor? You would need to chat to VF Corporation.
Why has it changed distributors? Bounty Brands contract is expiring at the end of this year. We submitted a proposal, were invited to meet with them and were lucky enough to be awarded the contract as of Jan 2024
Will Ares take over the former Bounty Brands Vans agents and/or any other staff? We are not taking over the existing business. The distribution rights will sit in a new entity which is wholly owned by Ares. Naturally we will need to build a team to take the brand forward in the SA market. Our org structures are being finalised as we speak. All the roles will be publicly advertised and any of the existing team currently working on Vans will be welcome to apply for open roles. It makes sense to leverage some of the experience that exists where relevant however we would need to ensure that not only are they a cultural fit for our organization but they have the skill-sets specific to our business model and way of working.
What changes will there be to Vans distribution in SA? We are currently reviewing the existing distribution and building our “Go To Market” Plans for SS24.
Have Vans sales in SA declined in recent years and can you quantify that? The brand demand continues to be healthy in the SA market.

Vans has been in SA for over 20 years and has 11 retail stores in 3 cities, an online store and distribution via sport and lifestyle retailers.

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