Merino clothing brand Smartwool has appointed Ideavelop as its sales agency for Belgium, the Netherlands and Luxembourg. 

Dariusz Boniecki, head of sales for Smartwool in Europe, said it will create a more agile and responsive business model. “This positions us to effectively challenge the synthetic-dominated performance apparel industry."

Mr Boniecki is also head of EMEA sales for Icebreaker - the two brands are owned by VF Corp.

He added: “As we expand our footprint, Icebreaker and Smartwool are excited to deepen our collaboration with key partners, exploring new avenues for growth through innovative, sustainable partnerships and initiatives.”

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