Company Profile

EVOLUTION GROUP USA

Evolution is a global leader in the design, sourcing, manufacturing and distribution of lifestyle focused products. We manage a diverse portfolio of brands consisting of owned, licensed and private label brands, which are sold direct to consumers, through big box retailers, e-commerce companies or marketplaces and through distributors.

Established in 2005, our company was founded on principles of ones reputation, real values, quality and speed of execution. All our decisions are long term partnership focused across the 36 countries we supply today from our 6 offices globally.

The group launched its direct-to-consumer global 360-degree fitness, athleisure and lifestyle brand called Skelcore in 2021, which it owns globally.

We are focused on the fitness, athleisure, cycling, camping and outdoor, pet-care lifestyle categories with International brand leaders such as Raleigh bicycles, Discovery Outdoors, Animal Planet pet care, Skelcore fitness and Golds Gym in key markets such as Australia, South Africa, UK, India, USA, Latam, Brazil and Mexico markets. The group has offices in USA, China, South Africa, Australia and the UK.

Company History

2005
August 1

EVOLUTION HOLDINGS established

Evolution starts trading with retailers globally, sourcing branded products in Dubai and shipping parallel brands into new markets.

2006
August 10

Launch of the private label division

To support retailers in 4 homewares categories for small domestic appliances, cookware, kitchen and flat-packed furniture.

2008
August 10

Starts development of international brands & signs licenses

The group starts to develop its own brands and signs licenses for global wheeled sport and toy brands, Mattel for Barbie and Hot wheels.

2010
October 19

Becomes Huffy’s exclusive distributor for Africa

The group becomes the Huffy bicycle company’s exclusive distributor for Africa and proceeds to sell Huffy to all big-box retailers.

2011
August 10

ACQUISITION OF RALEIGH AFRICA

The group acquires the Raleigh bicycle company through the formation of Raleigh Africa and a specialist high end distributor of Cervelo and Volcan bikes called Emotion Cycling, laying the foundations for the largest bicycle company in Africa to be formed.

2013
August 10

The group opens it’s own office in Shanghai China

To control the entire supply chain and inspect all shipments with Evolution staff, no longer using trading companies.

2014
August 1

EVOLUTION EXPANDS INTERNATIONALLY

And starts selling into Latin America and Middle East.

2015
August 1

RE-LAUNCHES OFFICE FURNITURE & ADDS A PATIO DIVISION

The group re-launches the office furniture division,  that it had run 9 years earlier, adds patio and home furniture to the Koga brand.

2016
August 1

Launch of a private-label small fitness product

The group starts private-label small fitness product distribution.

October 19

Launch of the baby & luggage divisions

2017
August 1

LAUNCHES LED LIGHTING DIVISION

2018
August 1

LAUNCHES TROJAN HEALTH EQUIPMENT

The group takes over running Walmart Africa’s 45 year old private label brand for large and small fitness, called Trojan. Trojan is Africa’s largest home fitness brand.

October 2

Opening of a technical center & expands its regional offices

Evolution opens its new technical centre in Johannesburg and expands to Durban and Cape Town with regional offices to support all customer needs.

October 3

Signs an International license deal with Gold’s Gym

Evolution signs an International license deal with Gold’s Gym for nutrition, small and large equipment and clothing.

2019
August 1

Signs a license with MasterChef BBQ & Animal Planet Pet care

Evolution signs a MasterChef BBQ and Animal Planet pet care license deal to design, manufacture and sell products into multiple territories globally.

2020
August 1

Signs Gold’s Gym for USA

Evolution signs a deal with Gold’s Gym for the USA market and starts shipping Gold’s Gym small and large fitness items to 16 countries globally.

August 1

Evolution acquires a technology business called iOpen software

The acquisition of  iOpen gives the group the ownership and control of repairs, a call center and retail integration software, that improves service and support to brands and retail customers.

August 2

Evolution opens offices in Australia and UK

2021
January 1

Starts Operations for the USA market

February 19

Evolution USA gets listed as a vendor with multiple USA big box retailers

March 19

Launch of Skelcore

Skelcore athleisure, equipment and lifestyle products are launched online direct to consumer.

April 19

Skelcore exhibits at IHRSA in Dallas

May 19

Signs global license Mossy Oak

The group signs a global license with America’s oldest and largest camouflage brand,  Mossy Oak, to design, manufacture and distribute camping and outdoor goods.

EVO GROUP ON THE MAP