USG Brands is opening a new subsidiary in France to distribute the increasing number of sports fashion brands for which it has the rights in the country. It is starting off with Valsport and Tenson, which it owns, and with Pantofola d'Oro, for which it has a license covering France and other countries where it has its own sales offices. Other lines will follow later on including USG's new licensed Eddy Merxx collection of shoes, which is sold for the moment only in the Benelux and Germanic countries. USG's French office will be run by Patrick Buffeteau, who previously ran the sports division of The Lifestyle Company, which distributes various sports and casual brands in France including those of Grendene and Barbour, Fred Perry and K-Way.