Source: DM&T Sport / SportLink
Published: September 2026
Type: Media · Industry · Company Profile
Topics: Performance First · European Manufacturing · Overproduction · Product Development · Traceability · Responsible Production
Source independence: Independent Editorial / Interview

DM&T Sport profiles Fusion and the thinking behind a business model developed over more than 25 years. The article traces the company back to an Aalborg sports store, where the uncertainty of ordering seasonal products six to nine months in advance led to a different approach: shorter lead times, European production and production volumes that can respond more closely to actual demand.

The feature also explores Fusion’s “Performance First” philosophy and its focus on continuous product improvement rather than large seasonal bets. DM&T Sport highlights Fusion’s in-house textile laboratory, R&D department, prototype sewing capabilities and wind tunnel as part of a development process where technical performance, durability, fit and functionality are prioritised before design trends.

The article connects this product philosophy with Fusion’s European manufacturing model. Garment production takes place primarily at Fusion’s own facilities in Lithuania, while product development, design and testing are carried out in Denmark. According to the article, this proximity gives Fusion greater flexibility, quality control and the ability to adjust production when demand changes, helping reduce both excess inventory and shortages.

DM&T Sport also points to Fusion’s work with OEKO-TEX® STANDARD 100, Digital Product Passports and value-chain documentation, alongside an approach focused on reducing overproduction, extending product life and improving processes continuously.

The profile concludes by positioning Fusion’s ambitions around long-term improvement rather than rapid growth, with continued focus on better products, stronger documentation, improved processes and deeper relationships with retailers and customers.

Original source: DM&T Sport, SportLink no. 4, 2026 - “Der findes ingen endestation hos Fusion”