"The collaborations with ANTA and Ena Athletics are two very good examples of the direction in which we want to move," the Managing Director of A.M. Papakyriakou Ltd, Sophie Papakyriakou explains in an interview with InBusinessNews, noting, at the same time, that "we want each new brand to have a clear identity, to offer something different to the consumer and to have real growth potential in the Cypriot market."
"The next chapter is not only about new brands. It also concerns the further development of a company that, almost 40 years after its founding, remains 100% Cypriot-owned and independent, in a space that has now largely passed to international business groups," Papakyriakou also underlines.
From 1986 until today, A.M. Papakyriakou has evolved significantly. What were the most important milestones in this journey and what has changed the most within the company?
Our journey began in 1986, essentially with one brand, Reebok, and with a very clear vision: to represent international sports brands in Cyprus with professionalism, consistency and a long-term perspective.
We gradually expanded our portfolio, developed the Famous Sports network and expanded our activity from distribution and wholesale to retail and later to e-commerce and digital.
Today, almost 40 years later, A.M. Papakyriakou has evolved into a comprehensive organisation in the sports and lifestyle product sector, managing a portfolio of more than 30 international brands.
However, there is something that we consider particularly important and which has not changed over the years: the company remains 100% Cypriot-owned. In an industry that has changed significantly and in which a large part of the market is now controlled by foreign-owned companies, we consider the fact that a Cypriot company continues to grow, invest and secure partnerships with major international brands to be a significant achievement in itself.
And perhaps this is the biggest change: from a Cypriot company that started with one brand, we have evolved into an organisation with a significant footprint in the market, without losing our Cypriot identity and character.
What are the brands that currently constitute the core of your activity?
Our portfolio has expanded significantly, allowing us to cover different categories and different audiences. There are brands with which we have developed long-standing relationships, such as Reebok, ASICS, Champion, Speedo, Quiksilver, Roxy and Bodytalk, but also newer partnerships that are gaining in importance.
For us, however, what is important is not only the number of brands. It is the fact that a 100% Cypriot company has managed, over four decades, to gain the trust of so many international brands and to undertake their development in the Cypriot market.
Our goal is to maintain a balanced portfolio, from performance and running to lifestyle, outdoor, swimming and specialised sports categories, so that we can respond to market changes and also anticipate them.
What new brands have you recently added to your portfolio and what made them stand out?
In recent years, we have become even more selective in new partnerships. We are not interested in simply adding another name to our portfolio. We want each new brand to have a clear identity, to offer something different to the consumer and to have real growth potential in the Cypriot market.
Four typical examples are ANTA, AMOR, Bullpadel and Ena Athletics.
ANTA is a brand with great international momentum and a particularly strong presence in performance and basketball. What made it stand out to us is the combination of technology, quality, design and its ever-growing international presence.
AMOR is a modern fitness/lifestyle brand for today's woman who lives to the max, who works and more.
Bullpadel is one of the leading padel brands worldwide, with a leading position in the market and a strong presence at all levels.
At the same time, Ena Athletics, which we exclusively distribute through Famous Sports in Cyprus, is a collaboration that we are particularly excited about. It is a new Greek premium performance running brand, which combines technology, modern design, and a very strong identity.
These collaborations largely express our philosophy for the future: on the one hand, to be able to attract major international brands and on the other, to identify emerging brands with significant prospects in a timely manner.
What is A.M. Papakyriakou looking for today in a brand that she wants to bring to Cyprus? Is it more a matter of international momentum and quality or whether there is a gap in the local market?
It's a combination of all of these. We look at a brand's international momentum, quality, innovation and commercial potential, but that alone is not enough.
The main question for us is: "What something different will this brand offer to the Cypriot consumer?"
It may fill a gap in the market, address a growing category, or constitute an international trend that we believe has significant room for growth in Cyprus.
Equally important are the people behind the brand. We do not see a dealership as a short-term commercial agreement. We want partners with whom we can build relationships that last for many years. I believe this is one of the reasons why, as an independent Cypriot company, we have managed to maintain partnerships that span decades.
How much has the Cypriot consumer changed in recent years when it comes to sports and lifestyle brands, and which categories do you see gaining the most ground?
The Cypriot consumer has changed a lot. He is much more informed and much more demanding. Through digital and social media, he knows almost simultaneously with the largest international markets what the new brand is, what running shoe was introduced, or what new trend is developing.
The way we perceive sportswear has also changed. Sportswear is no longer just about exercise. It is an important part of everyday wear and the modern lifestyle.
We see particular momentum in running, athleisure and lifestyle, basketball and padel, while the consumer is now more willing to invest in a technical product when they understand the quality, technology and real value it offers.
Our advantage as a Cypriot company is that we live in this market every day. We are very close to the Cypriot consumer and can quickly perceive changes in their needs and preferences.
Are there new categories, new brands or important collaborations that will mark the next chapter of the company?
I think we have already started to move into this next chapter. The partnerships with ANTA and Ena Athletics are two very good examples of the direction we want to move in.
On the one hand, we have ANTA, a major international sports brand with a strong presence in performance and significant growth potential. On the other hand, Ena Athletics, a new Greek premium running brand, which we distribute exclusively through Famous Sports in Cyprus and in which we see significant prospects.
At the same time, we are constantly examining new opportunities in categories such as running, basketball, padel and performance footwear in general, without, of course, overlooking the great potential of lifestyle.
For us, however, the next chapter is not just about new brands. It is also about the further development of a company that, almost 40 years after its founding, remains 100% Cypriot-owned and independent, in a space that has now largely passed into the hands of international business groups.
This is something we are particularly proud of, but at the same time it also creates a responsibility: to prove that a Cypriot company can not only compete with international groups in the local market, but also continue to earn the trust of important international brands.
After four decades, our goal is not just to get bigger. It is to remain Cypriot, independent and pioneering, to identify market changes in a timely manner, and to be the ones who will introduce the Cypriot consumer to the brands of the next era, always with the best service and experience.
(Source: InBusinessNews)
