Varlion, a manufacturer of paddle racquets, and Active Brands Group Scandinavia are joining forces to expand brand distribution in the Scandinavian and Baltic countries.

Active Brands Group Scandinavia AB (ABG) is a brand distribution company focused on developing innovative sports and health products globally and internationally.

The company was founded in 2015 and already operates in more than 25 countries. ABG is headquartered in Stockholm and has offices in Helsinki, Oslo, Bangkok and Shanghai. Its activities and areas of expertise span the entire value chain, from production to sales to the end consumer.

This alliance with Varlion is a breakthrough for the internationalisation of the padel game in the Nordic and Baltic countries. Specifically, ABG will be responsible for official brand distribution in Finland, Sweden, Norway, Denmark, Iceland, Latvia, Estonia and Lithuania.

“We have been looking for the right brand to enter the Scandinavian Padel market for a long time and now we feel that with Varlion we have found a partner with the same ambition that we have. We love the heritage of the brand and the excellence of their products, especially the handmade Spanish padel racquets. The upcoming textile line is amazing and perfect for our markets,” says Alexander Rodriguez-Forsgren, Chief Operating Officer of Active Brands Group Scandinavia AB.

On Varlion’s part, CEO and founder Felix Regalia comments: “After analysing the ways of organising distribution in Scandinavia and assessing the options available, we considered establishing a subsidiary in Sweden to properly serve this important market. However, after getting to know Active Brands Group, and especially the people who run and work on this project, we did not hesitate. We think the same way about how things should be done, and believe that ABG is an extension of our sales and marketing policy, as if the brand were distributing its own products.

We have high hopes for this partnership, which allows Active Brands Group to reach the highest level of development in the fall game. This agreement gives us confidence that we will achieve the goals we have set for ourselves to have serious, responsible distribution, with the creativity and class that has always been Varlion’s philosophy.”

Following the signing of the agreement between both parties at Varlion’s offices in Madrid, Active Brands Group plans to immediately begin marketing the products to coincide with the launch of the brand’s 2022 collection. Undoubtedly, this alliance means great news for athletes and padel players in the Nordic and Baltic countries.