THOR•LO has concluded a strategic alliance with the Asolo/Lowe Alpine Group in respect of the European market for Thorlos sport specific socks.

As part of this strategic alliance, Asolo/Lowe Alpine will handle the distribution of Thorlos through their subsidiaries in Italy, UK, Holland, and Germany. In all other markets Thorlos will continue to be handled through their current distributors, within the overall strategy and framework set by the European Management team.

The aim of the alliance will be to create a strong and uniform presence and footprint for Thorlos® across all the European markets. The thrust of this will be to deliver, throughout Europe, a strategy that drives forward THOR•LO’s aims for achieving long-term sustainable value through long-term sustainable relationships with both customers and consumers.

The alliance will see a strategic ‘European Team’ set up to manage all THOR•LO marketing and distribution issues in Europe. The team will be comprised of Jim Throneburg the Chairman of THOR•LO and Richard Oliver, THOR•LO’s Chief Operating Officer, Ron Cruickshank, THOR•LO’s Chief Executive Officer, together with Jurgen Meyer (CEO of Meyer Marketing), Luca Zanatta (CEO of the Asolo/Lowe Alpine group) and David Udberg (Managing Director of Lowe Alpine UK Limited).

Both THOR•LO and the members of the ‘European Team’ have worked together for several years and all parties believe there will be significant benefit in combining their strengths together to create a powerful European strategy.