Speedo, the swimwear brand that used to dominate local swim sales as the former official sponsor of Swimming SA, will be distributed by Performance Brands from January 2020. Worldwide the name Speedo has almost become a generic term for swimwear.

The global brand formed the basis for the formation of Brand ID in 2010, which was founded by Wayne Bebb as a spin-off from the Intimate Apparel manufacturing division closed by Seardel in 2009, with the objective to develop and market local and international brands. In April 2014 Brand ID acquired a big stable of leading brands from Super Brands – e.g. Canterbury (like Speedo owned of Pentland International), Columbia, Dunlop, Slazenger, Karakal, Mizuno etc. – which covered nearly the full spectrum of sport and outdoor codes.

“We are naturally disappointed to lose Speedo from our portfolio, but we are sure that the South African market will be well served by the experienced team at Performance Brands,” says Ian Hepplewhite, who took over as MD of Brand ID when Wayne Bebb left in December 2017.

Brand ID will continue to fulfil their obligations to Speedo until the end of 2019.

“We are delighted to be afforded the opportunity by Pentland to distribute Speedo,” says Stuart Young, CEO of Performance Brands. “We can offer more choice to our current customers and engage with new customers in this category, regardless of their size. We are working with Brand ID to ensure a seamless transition.”

Performance Brands became a subsidiary of Long4Life Limited, a public company listed on the Johannesburg Stock Exchange, in November 2017. It is the wholesale arm of the Sport and Recreation division, which includes Sportsmans Warehouse and Outdoor Warehouse. The brands it currently distributes include First Ascent, Capestorm, African Nature and Second Skins .

Performance Brands designs, sources and distributes products that are specifically manufactured to ensure technical performance in the outdoor and active markets, says Young, adding that sophisticated distribution enables it to offer world-class products through a complete omni-channel marketing and sales approach to a wide range of customers.