TSG International AG is further strengthening its Northern European footprint by consolidating its sales operations in Denmark and the UK under its distribution partner, JustSupreme ApS, and expanding into Ireland and Iceland, also under JustSupreme.
The news follows the partnership announced in June 2024 for the French market and the October 2025 expansion of its collaboration with SDG Distribution SAS to include Spain, strengthening TSG’s brand presence across Southern Europe.
Based in Zurich, TSG International AG has been designing, manufacturing and distributing helmets, protective gear, goggles and apparel for action and leisure sports worldwide since 1988.
“JustSupreme has represented TSG in Denmark for several years, establishing a strong market position and deep understanding of the brand,” TSG said in a media release. “Unifying Denmark and the UK and extending this structure to Ireland and Iceland creates a more efficient and coherent regional setup.”
Marcel Korner, CEO, TSG International AG, added that the company expects to “improve communication, alignment and market support by bringing Denmark, the UK, Ireland, and Iceland together under JustSupreme.”
“At the same time, I would like to thank Ison Distribution Ltd. for their partnership and commitment to TSG in the UK. Ison will strategically focus on their core business, the distribution of bicycles and components, and I wish their team continued success in this endeavor,” Korner noted.
Tom Reimann, partner at JustSupreme ApS, said the company is “excited to expand its role beyond Denmark and take on the UK, Ireland and Iceland.”
“This unified regional structure allows us to deliver consistent brand support while maintaining local market expertise,” Reimann noted. “Our shared commitment to quality and customer service will drive TSG’s growth across these countries.”
Image courtesy TSG International
