Dec 10, 2021
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Samurai moves to new brand positioning after acquisition

Dec 10, 2021

Big changes are ahead for rugby-based team sportswear brand Samurai. Following its recent acquisition by Primosole Holdings, the UK-based company is pushing forward with an “all-encompassing” rebrand.


The core change will see a “fresh approach to branding, marketing, and technology”, updating its traditional teamwear business “with a modern branding proposition, while also adding a direct-to-consumer e-commerce strategy offering lifestyle streetwear collections”, it said.

It will also launch its first ever direct-to-consumer collection on a newly-developed website while partnering with a small selection of boutique fashion and sports stores.

The only aspect of the business that won’t change is its “unique product quality and expertise developed in 25-years of authentic UK sportswear history” and to “celebrate athletes and teams that embody this spirit of rugby culture”. 

Samurai will also continue to work with some of the top teams in rugby providing kits for Premiership Rugby clubs Exeter Chiefs and Leicester Tigers.

CEO Stefano Schivo said: Starting from rugby, our vision is to build a trend-setting, tech-savvy and forward-thinking global brand inspiring people to embrace their lives both on and off the sports field by pushing forward our core values of courage, dedication, integrity and purity.”

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