Gore Wear said it is taking a new approach to wholesale distribution in North America and will focus its product portfolio on cycling apparel. Gore said it will focus on sales to key retailers and rely on Quality Bicycle Products (QBP) for distribution to the IBD channel.
“Our aim is to better serve our consumers while ensuring a sustainable, profitable business for the upcoming years. QBP is a well-respected distributor with an extensive reach into the North American market, which remains a key region for the brand. Whilst retailers will no longer have access to Gore Wear products directly, the partnership with QBP not only makes the ordering process easier for IBDs, but it also opens up the brand to more retailers, and thereby consumers, nation-wide,” said Kevin King, North American Sales & Marketing Leader at W.L. Gore & Associates.
Rich Tauer, President at QBP, added: “As pioneers of waterproof cycling gear, Gore Wear products have long been synonymous with ultimate weather protection, and they’re a much-asked-for item among our retailers. We’re thrilled to enter into this partnership and to be able to supply our retailers with the best all-weather cycling gear on the market.”
Like other brands, Gore Wear said it is adapting its strategies to meet the needs of an evolving marketplace. As part of its global development, Gore’s fabric division merged its Gore Bike Wear and Gore Running Wear brands into one brand in 2018. This next phase of a realigned focus on key products, key regions and key distribution channels, was encouraged by the worldwide momentum of cycling, aimed at giving consumers a digital experience accelerated by COVID-19.
“The impact of streamlining product categories and retail partners was not taken lightly. Gore Wear is permanently adapting its strategies to new circumstances in the marketplace in order to serve its consumers in the best possible way. These strategies will evolve as the market evolves, but for the moment we see this realignment as the most promising way forward for the future success of the Gore Wear brand,” said King.
Gore Wear will continue to support its existing retail partners through the transition until July 2021. Starting March 1, 2021, QBP will carry a full range of Gore Wear cycling products.
Photo courtesy Gore Wear