Super.natural LLC will cease the wholesale distribution of its apparel in North America after just two seasons, The B.O.S.S. Report has learned.

“Super.natural LLC will cease the wholesale distribution of super.natural branded apparel in North America beyond the spring/summer 2015 collection,” super.natural CEO Andy Vecchione released late Tuesday to The B.O.S.S. Report. “The brand has been very well received and the benefits of our Fusion blend has been acknowledged. However, our investors have decided to focus their investments on the growth of the European and Japan markets where it will continue to be distributed as planned.”

Super.natural is a Swiss company that makes performance apparel from a blend of merino wool and synthetic
fibers, but only entered the North American market last fall, when it hired two former Icebreaker managers to direct U.S. and Canadian sales. By then, Smartwool and Icebreaker had already drawn competitors by establishing merino wool as a viable performance fiber. 

Super.natural announced April 13 that it had hired three U.S. independent sales agencies to represent the brand in the Northwest, Southeast, Mid Atlantic, and Northeast regions, indicating a reversal by the company's investors.