YoYoFactory has announced that they are disbanding their “YoYoFactory Europe” operation and returning to managing European distribution directly through their main office in Arizona. European fulfillment will be handled via SLUSNY, but all control of marketing, branding, and promotion will return to the main YoYoFactory offices. The European team is being rolled in to the main YoYoFactory Contest Team, and other than that….business as usual.
This is probably a good move for YoYoFactory…their European division was plagued with complaints from retailers, lack of trust from the players, and problems with team management. Generally speaking…players just didn’t seem to get along well with them so moving everything back to the main office is most likely going to solidify the brand further and regain the trust of the players. Congrats to YoYoFactory on this big move! Check out their official statement below.
‘YoYoFactory Europe’ was formed in 2010 with the hope of expanding the availability of yo-yos in Europe. As time went by we didn’t see the growth we hoped for and have taken distribution back into the hands of the global ‘YoYoFactory’ brand. It isn’t a failure, yo-yoing in Europe has grown steadily during this time, and with this growth we have seen more players getting involved in yoyo making an industry where once there was just a category. As the largest player owned and operated brand in the world it gives us great pleasure to work with so many other players and empower them to be part of this new industry. Vashek Kroutil and his team at SLUSNY will be an integral part of our future plans not limited to but critically enabling fulfillment and distribution. We look forward to working even closer with the dedicated retailer who are growing the yoyo scene in Europe and hope this serves as a model for other regions in the world.
This reunification make YoYofactory a single global brand again. We welcome the Europe team onto the YoYoFactory Contest Team.
Well that starts out relationship off on a good note!
The point I tried to make was just that I didn’t feel as negative towards YYF Europe as the article makes it sound like. I had a good impression of them and in extension of YYF in general. Of course, I am neither retailer nor team member so I can’t comment on those areas. But as far as player’s trust goes, that was never lost with me or the members of our little yoyo circle.
“This is probably a good move for YoYoFactory”. Depends on your definition of “a good move”. I had a good relationship with YYF Europe as they sponsored two small contests we were hosting. For next year, there have been plans to expand on that. I wonder if YYF will also sponsor us the way YYF Europe did.
IMHO, this is bad news for us in Europe and Germany in particular.
But let’s wait and see, YYF might yet surprise me.