Ultimate Direction has reached agreements with three distributors of outdoor gear in Europe.
Snow Factory, based in Barcelona, Spain, ABC Distribution, based in Dimaro, Italy, and Plein Nord Distribution, based in Sallanches, France, all have made very successful commitments to the outdoor specialty trade– supporting dealers, consumers and athletes with their technical expertise, passion for the product and understanding of the sport. All three companies are known for their strong sales network and commitment to specialty retail.
Buzz Burrell, Ultimate Direction VP and long-time mountain athlete, personally visited each distributor to verify that the relationship would be mutually productive.
“Europe is a very strong and sophisticated market,” Burrell said. “I’ve raced in Europe myself, and know that great products will be accepted while average products will fail. We like that. Ultimate Direction thrives in strong mountain cultures, where consumers are used to seeing the best and dealers need support for their specialty business. With Plein Nord, ABC Sports and Snow Factory, we have three great companies that know what it takes to grow the sport in their territories. Our new partners have both professional and personal knowledge and commitment.”
Snow Factory supplies the running and outdoor market in Spain and Andorra. Ultimate Direction complements their existing brand portfolio, which includes La Sportiva and Icebreaker.
“Snow Factory welcomes this opportunity with great enthusiasm,” said Xavi Garriga, director general for Snow Factory. “We are a team of enthusiastic professionals with deep dedication and commitment to brands that have a story and can communicate it. Ultimate Direction perfectly fits our philosophy.”
ABC Distribution services all of Italy, where mountain sports such as skiing, climbing, and mountain running have achieved a level of excellence for decades. The company already represents Hoka One One.
“Italy is a very active and experienced market, where premium performing products succeed while average products do not survive,” said ABC Distribution President Alberto Penne. “Ultimate Direction is a market leader. Their gear is designed by some of the best athletes in the world, so other athletes accept and welcome it.”
Plein Nord Distribution is based outside of Chamonix, France – the center of worldwide mountain culture – and already distributes Scarpa.
“Having well-known athletes such as Scott Jurek, Anton Krupicka and Sage Canaday actually design the products means the brand is trusted by consumers and our dealers can readily sell it,” said Plein Nord Director Nicolai Geydet.
The new partnerships began immediately and the three distributors are now actively showing the Spring 2016 Ultimate Direction product line to their hundreds of active dealers.
Ultimate Direction is a leader in athlete hydration, having created the entire hydration pack category in 1985. Since then, runners, hikers, climbers and cyclists all over the world have relied upon a backpack, waist belt or handheld bottle to stay hydrated. Ultimate Direction’s market leadership continues today with their athlete-designed Signature Series Vests, Jurek Collection, and Fundamentals apparel collection.
