As part of the realignment and unification of the distribution structure of Elevate Outdoor Collective (EOC), the group – which includes the brands K2 Skis, K2 Snowboarding, Marker, Dalbello, Völkl, Ride Snowboards, Line Skis, Backcountry Access, Atlas Snow Shoe Co, Tubbs Snowshoes, Madshus and K2 Skates – has now decided to modify its distribution partnerships in Spain and Norway.
In Spain, EOC will work with the KEAA Outdoors team led by Fernando Moregó from Jan. 1, 2024. KEAA has already represented the former K2 Sports brands and will now take full responsibility for the entire EOC collective.
With EOC’s production facility for Madshus cross-country skis in Norway, finding the proper structure for this market was more difficult. Moving the commercial distribution out of the factory in Biri was an important step, giving the company the resources to focus entirely on production and logistics. In the future, the sales agency Tendenzer, which has been working with Völkl, Dalbello and Marker for decades, will take over the entire business of the EOC portfolio. Lars Olav Kronstad, CEO of Tendenzer, and his team have successfully built a market-leading position over the years and, therefore, bring the right expertise, network and knowledge to represent the iconic collective of EOC brands. Like KEAA, Tendenzer will also take on the new role starting Jan. 1, 2024.
