UK-based sports brand Inov8 is reporting that it has appointed Ricochet as its new distribution partner for France. Ricochet will transition the territory from a direct model to a dedicated distributor partnership.
The move comes as the brand said its distributor order book is currently up 63 percent for SS27 versus SS26.
Across Europe, HB Sports now represents Inov88 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 is said to continue to deliver strong growth across all categories, including technical running apparel.
“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 around experienced, market‑leading distribution partners,” Inov8 said in a media release.
Inov8 Founder & 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.”
Edy also thanked outgoing French representative Emmanuel Fedon for his contribution over the past four years.
“Manu built the foundations for Inov8 in France, developed a strong partnership with i‑Run and other specialist retailers, and helped create an exceptional French trail running team. We’re very grateful for everything he has done,” Edy commented.
“Across all categories we’re seeing strong momentum as more people discover our innovative products and natural performance approach,” added Inov8 Head of Distributor Sales Chris Ditting. “Ricochet has a long-standing expertise and knowledge of the French market and the INOV8 brand. We’re pleased to be renewing this partnership at an important moment in INOV8’s international growth.”
Inov8 was forged in the fells of the English Lake District where it retains its headquarters. The company was founded in 2003 by Wayne Edy, who sold the business in 2015, bought it back in 2020 and returned as CEO in 2024.
Image courtesy Inov8
