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Esky no longer dinky-diJuly 2, 2009 – 12:13PM

Outdoor recreation company Coleman Australia has bought the Esky brand from Nylex and plans to expand the iconic Australian brand internationally.

Esky becomes the latest high-profile Australian brand to fall into overseas control. Bonds clothing and Arnotts biscuits are among other brands to transfer either ownership or production – or both – abroad.

The Esky brand was bought from Nylex, which is currently in receivership, for an undisclosed sum.

Coleman Asia Pacific president Simon Traynor said he expects the brand to be profitable from day one and is executing expansion plans immediately.

”As of this morning I’ve had conversations with my Japanese counterparts and we will be presenting the Esky brand and the range at the end of next month to a number of customers across Asia,” he told AAP.

The Kansas-based company is also hoping to take brand to South Africa, North America and Europe in the longer term.
Mr Traynor said there were synergies between the Coleman and the Esky brands.

”Twenty years ago there was a licensing agreement between Coleman and Esky that not only meant the Nylex factory manufactured Coleman coolers, but that the Coleman sales team sold the Esky brand into camping stores,” he said.

Coleman has brought Esky personnel across with the acquisition.

Insolvency firm McGrathNicol assumed management responsibility for Nylex’s assets and business divisions in February and has executed the Coleman agreement.

Completion for the sale will take place on July 19.

http://business.watoday.com.au/business/esky-no-longer-dinkydi-20090702-d637.html

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