Emily Tan
Oct 22, 2012

US-based Factory Design Labs launches in China, services The North Face and Oakley

DENVER - Full-service agency Factory Design Labs has launched new offices in Shanghai China and Verbier, Switzerland to support brand clients The North Face and Oakley.

Factory Design Labs
Factory Design Labs

In these new markets, Factory will also be working for Callaway Golf, REVO and Aspen/Snowmass.

“Our expansion is not just about opening offices, but extending and expanding our unique culture of creativity and proven intellectual property," says Scott Mellin, CEO of Factory Design Labs. 

Mellin added that the agency intends to hire "the best strategic creative and developer talent in Asia and Europe".

The overall strategy, staffing and expansion of these new offices will be handled by Bob Reimer who was appointed in August as vice-president of global operations. 

The decision to staff the offices with both local and global creative talent was to avoid assuming "global market relevance", said Reimer. "China and Europe are two of the most critical markets for premium lifestyle brands. Our new teams in Europe and Asia will help our brands grow their businesses by connecting with culture-driven consumers in local markets," he added. 

Factory’s new global offices follow several years of rapid growth for the agency which saw its agencies increase 300 per cent in the past five years, while remaining debt-free and profitable. 

Factory is also engaging new clients in China and Europe in the premium lifestyle brands category with Mellin leading business development efforts in both regions.

Factory's China office will be based in the Jingan district of Shanghai. Located in a 1920s era house, the office will be designed to not only be an ad agency, but to also be a fitness destination with a climbing wall, a gym and a yoga studio that will "live and breathe" the lifestyle brands it represents. 

“Chinese consumers are just beginning to adopt the sports lifestyle, but our brand clients understand the huge potential of this massive market," said Reimer. "We collectively believe the leader in the category will be decided in the next two years, and want to be first-movers.”

Similarly, Factory's Swiss office will be based in a ski resort, in the Alpine village of Verbier. The idea, said Mellin, is to "interact with our brands' core customers every day. By putting our office inside one of the world’s leading alpine destinations, we’ll bring the outdoor lifestyle point-of-view to all of our work."

Source:
Campaign China

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