Smartwool on Thursday announced the company’s new European sales agency, Elements, based in Benelux. The partnership is effective immediately. The new agency will help establish the brand’s position within the Benelux outdoor industry, while also helping the brand build a community of engaged consumers.

“Elements has the talent and mindset to elevate Smartwool throughout Benelux,” said Genevieve Peterson, Smartwool EMEA managing director. “We are fortunate and excited to work with an agency that values sustainable practices and demonstrates care for their employees and community through their actions. We look forward to our collaboration with Elements to build long-lasting partnerships with consumers and retailers.”

“There is so much similarity between the core values of Smartwool and Elements: love for the outdoors, seeking the highest sustainable standard and building inspiring partnerships,” said Dominic Declerq, co-owner of Elements. “Smartwool fits perfectly in our portfolio of premium brands. We are thrilled to start partnering with this inspirational brand.”

“The team at Elements doesn’t just represent brands,” Peterson said. “They are experts at building brands and community around sustainability and fun outside.”