INOV8 puts distributors at heart of strategy
Sports brand INOV8 has strengthened its international distributor network with the appointment of Ricochet as its new partner for France.
The move comes with the brand’s SS27 distributor order book currently up 63% versus SS26, reflecting strong demand for its trail running, hiking and fitness products.
The acceleration of global growth is a result of an 18-month period that has seen the brand invest heavily in product innovation while rebuilding its international business.
France - one of the world’s most influential trail running markets - represents a big growth opportunity, according to the brand. Ricochet will transition the territory from a direct model to a dedicated distributor partnership.
Across Europe, HB Sports now represents INOV8 in Austria, Belgium and Holland, while The Good Karma Company supports the Scandinavian region.
Beyond Europe, All Sports has been appointed as the regional partner for Australia and New Zealand, and INOV8’s partnership with A1 in Canada continues to deliver strong growth across all categories, including technical running apparel.
INOV8 founder and CEO Wayne Edy said: “Like many in our industry, we spent too much time chasing DTC. This wasn’t the right balance, and as soon as I came back into the business in 2024, I worked to change this.
“The strongest brands build an ecosystem where distributors, retailers and direct channels work together to offer the best service to our sports consumers.
“Over the last 18 months we’ve deliberately put distributors back at the heart of our international strategy. The results have been outstanding and we’re only just getting started.”
This summer, the brand will launch the new TrailFly Pro (pictured) in Chamonix on August 28 at the world’s biggest trail running festival. Next year, it will introduce further footwear innovations alongside a run apparel collection inspired by the demanding English Lake District fells, where the brand was founded.
