Suunto has implemented a new system to directly distribute its products to U.S. retailers, one of the Finnish company’s key initiatives in expanding its business in North America.
Dan Suher, the head of Americas for Suunto, spearheads the company’s move to connect with more U.S.-based runners, triathletes and adventurers with its watch models. Suher is a veteran in the wearables industry who joined the company earlier this year and asserted that the company’s move to direct distribution would result in “customers discovering Suunto products in the same specialty shops where they already find other elite gear for training.”
“Customers should start to see Suunto showing up at their favorite outdoor stores, running stores and sporting goods stores all over the United States,” Suher said. “We always want to remain committed to our core consumers, and this marks a giant step forward for the company.
“Anytime there’s an operational change, there’s a lot of work to be done, but everyone is very excited about this move, and we believe it will set us up for greater success,” continued Suher.
Before Sunnto, Suher worked at the sports technology company Coros Wearables for over four years. “I’m very excited to be part of this team and thrilled for what’s coming down the line for Suunto,” Suher said. “We have all the pieces in place to build on what this company has done historically and build on that success.”
The Suunto brand has had an up-and-down ride over the last four years.
Huish Outdoors previously handled Suunto’s distribution in the U.S., Canada and the Caribbean, effective August 2022. However, Suunto has started building out its first U.S. network of regional sales reps, including partnerships with agencies The Endorphin Group and The Elevation Sales Group.
Suunto products will remain available through the company’s website, REI and Amazon.
Before Huish, Amer Sports owned Suunto, the Finnish parent of Salomon, Wilson and Arc’teryx. In May 2022, Amer Sports divested Suunto to the Chinese technology brand Liesheng.
In April 2019, an investor consortium made up of Anta Sports, Anamered Investments, FountainVest Partners, and Tencent Holdings, Ltd. completed the acquisition of substantially all of the outstanding shares of Amer Sports, which had been trading on the Nasdaq Helsinki exchange for €4.6 billion (US$5.23 billion).
Canadian billionaire Chip Wilson, founder of Lululemon Athletica, owns Anamered Investments. Anta, the Chinese sportswear and footwear brand and retailer, is the majority shareholder with a 53 percent stake in Amer Sports.
Photo courtesy Suunto
