French fashion brand Pullin set to conquer Benelux

Pullin, a French sports and outdoors fashion brand, has opened its first European store outside of France in the Dutch city of Sittard. The brand is mostly known for its trendy underwear with tongue-in-cheek designs.

Sporty, casual and unique

The initiative for Pullin’s second store outside of France (they already have one store in Honolulu as well) came from Watersley Sports & Talent Park (WSTP), which acquired the franchise rights for all of the Benelux and Germany.

WSTP’s owner Joop Petit came up with the idea to bring the brand to the Netherlands when he was on vacation near Bordeaux and entered one of their stores. He says that the company’s store concept and its collection immediately appealed to him and his children. Petit quickly made the link with his own WSTP: “At WSTP, we promote both top-class sports and recreational sports. Pullin’s fashion is sporty, casual and unique. That definitely appeals to WSTP’s target audience,” he told a local news site.

Pullin was founded 18 years ago in Hossegor on the coast of southern France and is famous for its quirky boxer shorts. Every year, Pullin sells 300,000 of those through 400 multi-brand stores: David Beckham, Kelly Slater and even president Macron wear its shorts. The company has an annual turnover of 9 million euros and has sixteen stores in France and one in Hawaii. The number of Pullin stores WSTP has planned in the Benelux is not yet known.