Fera Intl Corp. has selected The Lalonde Group (TLG) to distribute Fera active lifestyle and ski apparel in Canada.
Operated by Rick and Laura Lalonde, TLG will seek to expand Fera’s overall reach in Canada as well as introduce Fera’s lifestyle offerings to the core Canadian ski market. The couple has pioneered numerous premium brands from the United States and Europe and brings many years of sporting goods sales experience as well as an expert grasp of the evolving industry landscape.
“Fera is unique in that it integrates sport with life like no other brand,” said Laura Lalonde. “Each ski piece has huge cross-over appeal and could easily function in an urban lifestyle setting while retaining the demanding functionality of gear intended for hard-core skiing. Consumers today aren’t interested in one dimensional apparel. They want a piece that’s going to perform on the mountain but not look out of place on the street. Something that has a fun detail, a little hint of style, but that still feels clean and refined. We are very excited to work with a brand that is so well poised to respond to this new breed of consumer.”
Headquartered in Guelph, Ontario, TLG will handle all Canadian distribution for Fera beginning Winter 2013/2014.
“I think we found an ideal distribution partner in The Lalonde Group,” says Eric Tung, president of Fera. “They have worked with some premium brands and understand that the interplay between functionality and that extra dimension that makes a garment interesting and emotionally resonant is key for consumer interest. They can articulate that. We look forward to growing our business with them.”
Founded in 1978, Fera design its apparel in Los Angeles and Hong Kong and tests it with “a community of athletic, fashionable icons.”
