Icebreaker Establishes Independent Distribution in Canada

Icebreaker, the New Zealand based manufacturer of pure merino clothing, announced today it will open the doors of a Canadian customer service and distribution center located in Vancouver, British Columbia. Acting as a subsidiary of Icebreaker New Zealand and in keeping with the North American strategy, Icebreaker Canada will serve its existing and future Canadian retailers from the new office, which will encompass all operations for the brand, nationally.

Icebreaker’s Canadian Sales Manager Robbie Stevens will continue his role with the brand, supported by Sarah Sherriff as Market Manager Canada, who will oversee day-to-day operations at the new facility. The new operation will come into effect from July 15. All Fall 06 product will be shipped by Icebreaker Canada from their BC based warehouse.

Icebreaker and former Canadian distributor Double J Fashions have enjoyed mutual success and are parting ways amicably, as Icebreaker absorbs the growing responsibilities and operations in the Canadian market. Icebreaker thanks Double J Fashions for its contribution to date.

“Now more than ever, independent specialty retailers are relying on unique brands as a point of differentiation. With a focused and energetic team in place in Canada, we’re looking forward to serving the Canadian market and its distinct needs” says Stevens.

Following a successful launch season in winter of 2001 and consistent 50% sales increases each year to date, Icebreaker CEO Jeremy Moon sees the move as an important next step in Icebreaker’s brand development in Canada.

“This is a market with tremendous growth potential that is distinctly different from the US where we also have a subsidiary” says Moon. “As the global leader in merino active wear, Icebreaker is positioned for wide-reaching penetration in the outdoor specialty, snow sports, and active wear markets in Canada. Establishing an Icebreaker Canada office and service center is a logical next step in reaching this goal.”

Icebreaker is currently distributed to over 120 stores in Canada, and in over 1500 stores in 22 countries throughout Europe, Asia, Australasia, and North America. Dealers looking to contact the Icebreaker Canada office can reach Sales Manager Robbie Stevens by phone at 604/932.1448 or via e-mail at Robbie.Stevens@Icebreaker.com. Icebreaker Canada Market Manager Sarah Sherriff can be reached by phone at 604/671.6695 or via e-mail at Sarah.Sherriff@Icebreaker.com. The new address of the Icebreaker Canada office is: Icebreaker Merino Clothing Inc., 601-850 West Hastings Street, Vancouver, British Columbia, V6C 1E1, Canada, or by phone toll-free at 1.866.385.1888.

Based in Wellington, New Zealand Icebreaker uses only pure merino hand-picked from 80 high-country stations scattered among the country’s Southern Alps to create outdoor clothing that combines Nature’s work with human technology and design. Icebreaker merino garments are best worn layered – like the fleece protecting merino sheep, Icebreaker clothing provides warm insulation in cold weather and highly breathable cooling properties in warm weather. Icebreaker’s exclusive natural merino fiber recipe results in lightweight layers that are itch-free, odor-free, biodegradable, and annually renewable. For further information or an interview with Global CEO Jeremy Moon contact Alycia Cavadi at Momentum Media PR, at 617/262.5559 or alycia@momentummediapr.com.