Icebreaker will open the doors of a Canadian customer service and distribution center located in Vancouver, British Columbia. Acting as a subsidiary of Icebreaker New Zealand and in keeping with the North American strategy, Icebreaker Canada will serve its existing and future Canadian retailers from the new office, which will encompass all operations for the brand, nationally.

Icebreaker’s Canadian Sales Manager Robbie Stevens will continue his role with the brand, supported by Sarah Sherriff as Market Manager Canada, who will oversee day-to-day operations at the new facility. The new operation will come into effect from July 15. All Fall 06 product will be shipped by Icebreaker Canada from their BC based warehouse.

Icebreaker and former Canadian distributor Double J Fashions have enjoyed mutual success and are parting ways amicably, as Icebreaker absorbs the growing responsibilities and operations in the Canadian market.

Icebreaker thanks Double J Fashions for its contribution to date.

“Now more than ever, independent specialty retailers are relying on unique brands as a point of differentiation. With a focused and energetic team in place in Canada, we’re looking forward to serving the Canadian market and its distinct needs” says Stevens.

Following a successful launch season in winter of 2001 and consistent 50% sales increases each year to date, Icebreaker CEO Jeremy Moon sees the move as an important next step in Icebreaker’s brand development in Canada.

“This is a market with tremendous growth potential that is distinctly different from the US where we also have a subsidiary” says Moon. “As the global leader in merino active wear, Icebreaker is positioned for wide-reaching penetration in the outdoor specialty, snow sports, and active wear markets in Canada. Establishing an Icebreaker Canada office and service center is a logical next step in reaching this goal.”

Icebreaker is currently distributed to over 120 stores in Canada, and in over 1500 stores in 22 countries throughout Europe, Asia, Australasia, and North America.