Smartwool has appointed Ideavelop BV as its exclusive distributor for the Belgium, the Netherlands and Luxembourg (Benelux) region. Parent company VF Corporation said the move marks an “exciting development in the company’s efforts to enhance the reach of its natural performance brands across EMEA.”
The strategic move will consolidate the distribution of Smartwool and Icebreaker in the Benelux region, building on Ideavelop’s 25-year partnership with Icebreaker. Ideavelop will oversee sales and marketing for Smartwool in the Benelux region, driving growth through local strategies and collaborations with specialist retailers.
“The collaboration aims to strengthen the brands’ presence in the performance apparel market by offering retailers and consumers sustainable, premium alternatives to synthetic-based products,” the company said in a media release.
“By uniting the strengths of two global leaders in Merino and natural fibres, we are creating a more agile and responsive business model. This positions us to effectively challenge the synthetic-dominated performance apparel industry,” said Dariusz Boniecki, head of sales at Icebreaker and Smartwool EMEA.
Boniecki said each brand will “maintain its unique identity while benefiting from strategic synergies, laying a robust foundation for sustainable and profitable growth.”
“This will significantly enhance our relevance and appeal to consumers in the outdoor and performance apparel markets across EMEA,” Boniecki continued. “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. Together with our valued partners, we envision leading the charge towards a more natural and sustainable future in the apparel industry.”
Image courtesy Smartwool
