Introducing JV International!

MLL recently signed a licence agreement with Jihua Vestar Hong Kong Science & Technologies Limited (JVHK). This is a new joint venture between the Chinese Jihua Group and the Italian organisation Vestar International. The agreement sees MLL and JVHK work together to develop a MICHELIN soles business worldwide.

The MICHELIN soles will be positioned as premium, high quality, highly innovative, market-leading soles. They will target men, women and children and be developed for categories such as; work and safety, outdoor, motorcycling and active sports. MICHELIN tyre sculptures will be used to inspire sole design (where appropriate) with new concepts, technologies and innovations being co-developed to create breakthrough products.

MICHELIN tyre sculptures will be used to inspire sole design

It is clear today, that there is a strong opportunity for a new well-known and relevant consumer brand to enter the premium technical soles market which has for many years been dominated by market-leader, Vibram. Consumers see a very strong link between the MICHELIN brand and the functional benefits it could bring to soles, in terms of:

• grip
• durability
• resistance to abrasion
• safety/protection
• cushioning
• comfort

The commercial arm of the new joint venture, Italian-based JV International, has set up its sales, marketing and design functions and is now developing first projects with customers in Europe,North America and Japan.

The launch of the first soles is expected to be Q4 of this year.