Fila USA says sales will rise 20% in '97 Firm looks to future in sales to women, not from men's basketball

February 18, 1997|By BLOOMBERG NEWS

ATLANTA -- Fila Holding SpA said yesterday that it expects sales at Fila USA to rise 20 percent in 1997 as it sets its sights on capturing 12 percent to 14 percent of the U.S. sporting goods market in the next three years.

Fila, which has its headquarters in Biella, Italy, plans to increase the variety of its footwear products by 10 percent each quarter, the company said at an analysts' meeting at the Atlanta Super Show.

The company, which has moved its U.S. headquarters from Hunt Valley to Sparks, said the product price range it's targeting has widened to between $55 and $95, from $65 to $75.

Among its product categories, Fila foresees women's shoes and apparel expanding to make up 15 percent to 20 percent of its business from the current 12 percent to 14 percent.

Recently, Fila's basketball-shoe business struggled as slowing sales of its Grant Hill-endorsed shoe led the company to cut the price of the Jerry Stackhouse shoe 15 percent before it hit retailers' shelves.

This month's repricing of the Stackhouse shoe was to prevent loss of market share, the company said.

Fila's global advertising costs are expected to reach 9 percent of sales, or about $125 million, this year.

Fila projects global sales rising 28 percent to 30 percent in 1997, the company said.

Fila said it plans to open about five outlet stores a year in the United States, building on its current 32.

Pub Date: 2/18/97

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