Icebreaker plans Asian expansion
New Zealand outdoor brand Icebreaker has announced two new distributor partnerships in Asia, signalling the company’s increased focus on its growing Asian business. Effective immediately and starting with the company’s autumn-winter 2012 lines, Goldwin and Free Time Gears will be the exclusive distributors of Icebreaker apparel in Japan and Taiwan, respectively.
“Outdoor and sports enthusiasts in Asia are just beginning to discover the sports base layering system concept,” said Frank Spiewack, general manager of distributors and emerging markets at Icebreaker. “We are excited to introduce them to sports merino and lifestyle apparel and the natural fibre’s amazing performance properties.
“With our European and North American markets established and thriving, now is the time to increase our focus on these important Asian markets. We’re thrilled to partner with these two outstanding distributors, each of which has significant experience and reach within their outdoor and lifestyle markets, both through their own retail lines and through their relationships with other major lifestyle brands.”
Icebreaker’s new distributor in Japan is Goldwin, a company that both has its own outdoor apparel line and is the licensed holder of several major outdoor brands, including The North Face, Helly Hansen, Champion, Ellesse and Speedo. In addition to distributing Icebreaker products, Goldwin will also work with the company to develop new sizing for the Asian market, beginning with the autumn-winter 2013 line.
Taiwan was Icebreaker’s first step into the Asian market. Icebreaker began its partnership with Free Time Gears in March 2011. In addition to representing them for a season, Free Time Gears also opened Icebreaker’s flagship store in Taipei, which they are running with support of Icebreaker. The Taipei TouchLab store opened its doors in September 2011.
