Sole Technology, maker of Etnies, éS, Emerica, ThirtyTwo and Altamont has announced plans to launch direct distribution of Etnies and ThirtyTwo in Germany.

Effective Jan. 1, 2010, SoleTechnology Germany (STDE) will be responsible for all sales and marketing activities in Germany for those two brands. The announcement follows previous moves to distribute directly to the UK, Spain, the Netherlands and, more recently, Denmark.

Germany is one of the most important markets in Europe for SoleTechnology and selling direct will allow more control over the brands and strengthen the Etnies and ThirtyTwo brands across customer service, marketing and sales for all existing and new potential customers in Germany.

Going direct in Germany suggests that SoleTechnology Europe is parting ways with its existing Etnies distributor Holy Sports GmbH and the ThirtyTwo distributor Beatnuts.

For the Etnies brand, Sole Technology will deliver all Spring 10 orders that have already been placed by German retailers with Holy Sports. Moving forward from Jan. 1, 2010, Sole Technology Europe will take care of all future Etnies orders and deliveries.

For the ThirtyTwo brand, Beatnuts will take care of all remaining FW 2009 deliveries. From Jan. 1, 2010, Sole Technology Europe will take care of all future ThirtyTwo orders and deliveries.

—Melanie Gropler