Icebreaker Appoints Deb Boswell to US Marketing Manager

Icebreaker, the New Zealand-based manufacturer of pure merino nature clothing, announced today that Deb Boswell will be joining the US team as Marketing Manager. In this newly created position, Boswell will oversee all aspects of marketing, communications, and sales support for Icebreaker USA. Boswell brings a depth of marketing and communications expertise to Icebreaker, drawing from her work in the financial, telecommunications, and consumer products sectors.

In addition to her marketing credentials, Boswell is an energetic and self-professed “Wellingtonian”, referring to her longstanding roots in Wellington, New Zealand’s capital city and home to Icebreaker’s global head office. Her most recent residency has been in Manhattan, as a company founder and Account Director for Chilli Marketing NY, an international agency dedicated to assisting New Zealand companies that are exporting to the US with marketing strategy, branding and research.

“I’ve been a big fan of Icebreaker for a long time, and I’m looking forward to getting closer to our retailers and consumers in the US,” says Boswell. “My primary objectives are to ensure that Icebreaker delivers a consistent brand promise in this market and to listen carefully to US consumers and retailers. Our brand message should become increasingly clear that choosing Icebreaker is more than choosing beautiful performance clothing, it’s choosing to be a part of a philosophy, and a lifestyle.”

“Deb is the right fit for Icebreaker at the right time, as our US presence is really taking off,” said Troy Ballard, president of Icebreaker USA. “As a kiwi, she authentically embodies the Icebreaker lifestyle. As a marketing professional, she brings a keen understanding of Icebreaker’s unique brand focus, and our current and future position in the outdoor and broader apparel market.”

Icebreaker was the first company in the world to develop a merino wool layering system for the outdoors, and launched the category in 1994. Icebreaker was also the first outdoor apparel company in the world to source merino direct from growers, pioneering the process in 1997. There are now seven distinct pure merino fabrics in the Icebreaker system covering underwear, mid layer, and outerwear. Icebreaker is currently distributed to over 1500 stores in 22 countries throughout Europe, Asia, Australasia, and North America. Based in Wellington, New Zealand Icebreaker uses only pure merino hand-picked from 60 high stations scattered among the country’s Southern Alps to create outdoor clothing that combines Nature’s work with human technology and design. To locate an Icebreaker dealer and to view ranges and styles, log on to: www.icebreaker.com. For further information contact Alycia Cavadi (617/262.5559 or alycia@momentummediapr.com).