Icebreaker plans to open up to 50 stores in the next five years, starting with its first one in New York City in September, the Financial Times reported.


The company's CEO Jeremy Moon is scouting locations in New York's SoHo neighborhood for the store, the newspaper reported.

The New Zealand maker of merino wool clothing sells 80% of its $94mm in annual sales in North America, where it already operates  branded stores in Montreal and Portland. It operates a third store in Auckland, New Zealand. Icebreaker makes most of its sales through 3,000 shops in 30 countries.