ATSCO, the American trading company headed by Alan Colman that already licenses Pentland Group’s KangaROOS brand, has been given a contract to design, develop and distribute footwear products for Ellesse in the US market. Maria Stefan, president of Ellesse USA, and Eyan Allen, creative director, will work closely with ATSCO on a cohesive, coordinated approach to the market for the Italian brand.

The US company presented a new line of Lelly Kelly shoes at the last WSA show in Las Vegas based on a new licensing contract with the brand's Italian owner, Stefcom. It will source the shoes together with the Italian firm for the Spring/Summer season and follow many of its recipes to ensure its success on the US market.

Like in Italy and now also in France, it may even suppport the Lelly Kelly line with some smart TV advertising. In any case, it has started opening shop-in-shops and is considering line extensions into stationery and other items. Stefcom describes the Lelly Kelly line as the first dedicated collection for young girls, founded 12 years ago. ATSCO also has a license for Stefcom's younger Bullboys line of boy's footwear, but plans to launch it in the USA at a later stage.

These new contracts complement ATSCO's own national brands, including Caressa and Boston Accent, and help it to develop into more sophisticated segments of the market.