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< p > June 19th, Samsonite International Limited issued a voluntary announcement. In June 18th, the company entered into an asset purchase agreement with BlackDiamond and Gregory. At the cost of 85 million US dollars (HK $659 million), we purchased the high-end backpack "a href=" //m.pmae.cn/ "brand" /a "Gregory almost all assets.

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< p > Samsonite's expected acquisition will help increase the company's annual profit as at the end of next year. The acquisition is expected to be completed in late July this year.

It is reported that this is the third acquisition of the company this year.

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< p > to talk about the reasons for the purchase, Samsonite said that through the adoption of a strong brand and product mix to expand its coverage in the outdoor and leisure market, it also provided opportunities for the company to give full play to its global marketing and distribution capabilities, thereby expanding the Gregory brand in the US and the international market.

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< p > Samsonite bought HighSierra in July 2012 for $110 million in cash to enhance its share in the outdoor leisure bag market. After a month, it bought a luxury suitcase "a href=" //m.pmae.cn/ "brand" /a "Hartmann" at a price of 35 million US dollars.

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< p > in the industry view, as a professional suitcase brand, Samsonite can only be considered as the middle end brand from its brand positioning, and now faces great market challenges.

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Zhou Ting, President of the luxury goods expert and Research Institute of wealth quality, told reporters earlier that Samsonite has become increasingly difficult for P to rely solely on its single brand to support its professional development.

In the market performance is not very good, Samsonite must carry out two Pluralism: one is to impact the high-end market through brand diversification; the two is to increase sales growth through product diversification.

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< p > this is the concern of the industry for Samsonite's acquisition of such intensive acquisitions and whether its diversification strategy can work.

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< p > Wang Danqing, partner of management consulting firm, told reporters that first, a href= "//m.pmae.cn/" > Samsonite < /a > is being bought around the world. This is already a strategy for the development of the company. Secondly, in terms of business, Samsonite hopes to have business layout in different sub regional markets, different professional product lines and high and low end positioning.

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Zhu Qinghua P, a light industry researcher at CIC, thinks Samsonite can improve its sales performance in the short term through acquisitions, but how to integrate resources and improve efficiency in the long run is a matter to be noted.

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