Icebreaker, the marketer of apparel made with Merino wool from New Zealand, is about to reorganize its distribution in some European countries. THE OUTDOOR INDUSTRY COMPASS, SGI Europe’s outdoor publication, already hinted last week on an exclusive basis that some major changes were ahead. Now, SGI Europe can tell the story in detail.
Icebreaker took over last summer the distribution for France and Switzerland from its partner, Rockline Nature Zone. The brand is now doing the same for Norway, Sweden and Germany. Sarting with the Fall/Winter 2009-10 collections, a new subsidiary called Icebreaker Pure Merino, located in Starnberg outside Munich, will oversee the German, Swedish and Norwegian markets.
To do the job, Icebreaker has hired a top manager. Maximilian Hofbauer, the new executive at the top of the newly created company, was the man who ran The North Face in the German-speaking countries for nearly a decade. He served recently as a consultant for brands such as Norrøna of Norway.
The newly established company, which will become operational with the next ISPO show in Munich, has a team for the German market that includes Wolfgang Jahn, sales manager, and Martina Weidel, marketing manager, as well as sales representatives. It also has the lead for the Nordic countries: Per Anderson of Vertical continues as Icebreaker’s agent in Sweden and will now report to Hofbauer. The same applies in Norway, where Jarbeaux Sport is in charge of the Kiwis.
The distribution of Icebreaker in the three countries as well as the U.K., Denmark and Finland was previously in the hands of Bradshaw Taylor, a British company that distributes other brands like Schöffel, Keen, Royal Robbins and Mountain Hardwear in its home market. In return for the reshuffle in central and northern Europe, Icebreaker has given Bradshaw Taylor a long-term contract to continue the distribution in the U.K., Denmark and Finland.
