ODLO, a performance apparel brand based in central Switzerland, named Colorado-based Progression Brands Group (PBG) as its exclusive distributor for the U.S. market.

The 75-year-old company designs and sells its sustainably made, technical apparel for runners, skiers, cyclists, hikers, and outdoor enthusiasts in more than 40 countries worldwide.

ODLO reported it “chose PBG for its success in launching and growing premium European brands in the U.S.”

PBG was founded in 2017 by Ian Widmer, who previously helped to grow the Canada Goose brand and who built a three-tier business model as an operating partner for Swiss-based Dahu ski boots and Capranea ski and lifestyle apparel. PBG is a distributor for ODLO, Movement Skis, Crazy Fast, and Light clothing manufactured in Italy, Yniq eyewear in Sweden, and a strategic advisor for complementary brands.

“It’s time for ODLO to show the U.S. market why we are the definitive leader in performance base layers and beyond,” said Jonatan Westlund who leads ODLO’s distribution in international markets. “PBG’s track record of successfully building brands paired with the operational excellence they have demonstrated over the past 24 months makes them the perfect partner for us.”

PBG limits its partnerships to “established brands based in their home countries and only works with brands that manufacture most of their products in Europe with a solid sustainability strategy.”

“Brands have to be strong in their home markets in order for us to be successful with them,” Widmer said. “It’s imperative they have great product and an authentic story that we can build upon when helping them expand into the U.S.”

“You look at ODLO as our most recent brand addition,” he said. “Two-thirds of everything they create is made from recycled or natural sources, and over 60 percent gets made and sold in Europe, helping them limit emissions throughout product lifecycles. The product and the committed people behind it result in a tremendous value proposition in a saturated market. Mark my words, ODLO has all the foundation and DNA to become a significant force in North American sports apparel in the coming years.”

Photo courtesy ODLO