Icebreaker announced the appointment of Greg Smith as CEO.
Smith is currently general manager responsible for New Zealand and Australia for Icebreaker and will succeed Rob Fyfe as chief executive officer on June 1. On that date, Fyfe will revert to chairman of Icebreaker.
Smith joined Icebreaker in 2013, after an extensive career with Michael Hill Jewellers, where he led the New Zealand business immediately prior to joining Icebreaker.
He has been a key member of the executive leadership team during a transformational period for Icebreaker that has seen the business continue to invest in developing international markets alongside a significant investment in expanding its retail store network in New Zealand, Australia, Canada and USA and establishing a growing e-commerce presence.
International sales now account for 86 percent of Icebreaker’s Australian $220 million annual sales and Icebreaker’s own retail and e-commerce sales now account for 32 percent of all sales.
Icebreaker was founded 22 years ago by Jeremy Moon to challenge an outdoor industry dominated by synthetic apparel. As a pioneer in natural performance apparel, specializing in super fine merino wools, Moon created a new category which has grown to become significant in today’s global industry. Icebreaker pioneered fiber traceability in the outdoor apparel industry and has remained deeply committed to building a sustainable business with a strong belief in supply chain ethics and with a goal of minimizing our impact on the environment.
Fyfe said, “These tenets, on which Icebreaker was founded, have become increasingly valued in today’s world of virtual reality, disposable fashion and excessive waste. Our desire for authenticity, and to rekindle our relationship with nature, has never been stronger. We have spent the last four years positioning Icebreaker to respond to these evolving consumer preferences, changing buying patterns and the changing competitive landscape and Greg Smith has been integral in shaping our business strategies. I’m thrilled that Greg is now succeeding me as CEO to lead Icebreaker through this next exciting phase for the business.”
Smith said, “I’ve been privileged to work alongside two of New Zealand’s most recognized business leaders in Jeremy Moon and Rob Fyfe and I’m honored to be taking the helm as CEO of Icebreaker at this time. The business is on track to achieve record financial performance this year and we are well positioned to capitalize on a significant investment in enhanced consumer insights, brand architecture and product innovation. I’m excited to be leading the business into a period where we expect to see double digit annual sales growth and a range of new fabric and product innovations coming to market.”
Icebreaker is a privately held New Zealand company and the largest customer for 17-20 micron Merino wool grown in New Zealand. Icebreaker’s annual production now represents 25 percent of the 17-20 micron annual New Zealand merino clip.
Photo courtesy Icebreaker
