The Norwegian sportswear and equipment company Active Brands is realigning its activities in Central Europe. The focus is on the two main brands Sweet Protection and Kari Traa in the DACH (Germany, Austria and Switzerland) market. The aim of Active Brands’ reorganization is to offer existing and new retail partners an even better and more comprehensive service. This should provide end consumers with more touchpoints and better access to the products via specialist retailers in order to drive sustainable growth for Sweet Protection in the bike and snow segment and Kari Traa in the premium outdoor clothing segment for women.
Structural and personnel changes have been and are being made to successfully implement this strategy. Among other things, the subsidiary Active Brands Deutschland GmbH appointed Richard Thomas as Sales Director for Central Europe back at the beginning of the year.
Active Brands: New office in Germany and strengthening customer service
On Jan. 1, 2024, a new office and showroom will open in Gmund am Tegernsee in Bavaria, Germany. This new facility will provide Sweet Protection and Kari Traa with a long-term location for sales, marketing and internal sales, as well as a platform for events, workshops and functions.
Since Oct. 1, Caroline Lehmann has been supporting the customer service team. She previously worked for Elan in the German-speaking region. With her extensive experience in customer service and process optimization, she will help to further increase customer satisfaction.
Sweet Protection: More staff for DACH, new distribution setup
Tommy Listl was appointed Country Manager DACH on Oct. 1, 2023. He brings extensive experience in sales and marketing, having previously worked at Buff and The North Face, among others, and will play a central role in the development and implementation of Sweet Protection’s growth strategy in the region.
Johannes Kölbl has also joined the team as Regional Account Manager Bavaria on Nov. 1, 2023. He will be responsible for regional sales activities and will be in close contact with customers and partners to further expand Sweet Protection’s presence. Kölbl previously worked in the POC sales team, among others.
After more than 10 years with Edgar Tremmel and his team, Active Brands is taking over the distribution of the Sweet Protection brand in Germany. In Switzerland and Liechtenstein, Sweet Protection will be distributed by Intercycle AG for Bike & Snow with immediate effect. Martin Schmid, also known as “Mr. Sweet Switzerland,” will be jointly responsible for all aspects of Sweet Protection at Intercycle. In Austria, Martin Schwaiger and his team continue to be part of the Sweet Protection family.
Kari Traa: New sales agency in Austria
Denise Wippich has been managing Kari Traa’s business in the region as Country Manager DACH since May 2020. Martin Hörl will now join her team to represent the brand in Austria. Chris Sports AG has been responsible for distribution in Switzerland for some time now. In the German retail market, Kari Traa continues to be supported by the renowned agencies First Style, Rausch and Sport Office.
