Icebreaker Voted #1 Top Selling Base Layer in UK

Icebreaker, the New Zealand based manufacturer of pure merino nature clothing, has been voted as the best selling base layer in an annual retailer survey conducted by Outdoori, (www.outdoori.com), and published in the most recent volume of the UK’s industry newsletter. Outdoori is a leading source of news and information for the outdoor and snow sports markets, positioned as “UK based with a Euro-focus in a World Context”. The trend report, which polled UK specialty retailers including independents and chains, indicates Icebreaker merino is leading sales in the base layer category, followed by Berghaus, Lowe Alpine, and Patagonia respectively.

The survey also reported Icebreaker as the fourth most widely stocked brand in the UK market, reflecting the brand’s selectivity in retail partnerships and underscoring the success of achieving #1 status in base layer sales. “For a premium brand like Icebreaker, news doesn’t really get much better than this,” said Corry Taylor, Managing Director for Icebreaker in the UK. “Though we are selective with our retail partners, we’re still the top selling base layer brand across the UK, with a more limited distribution to date– it’s quite extraordinary for a young brand that’s only just launched in the UK within the past five years.”

According to a 2006 survey in Snews®, Icebreaker was voted the #2 top-selling base layer among specialty retailers in the US, after only two years of independent distribution in the states. Icebreaker was also voted among top 10 outdoor manufacturers to work with in the industry in the same survey.

Just weeks ago, Icebreaker was awarded Vendor of the Year for 2006 by Adventure 16, with A16’s president John Mead stating, “Our friends at Icebreaker have provided us with an innovative, functional and beautifully designed merino wool layering system. They have also given us an exceptional level of support including merchandising, employee education and effective representation. Their dedication to the quality end of the specialty retail channel and their respect for nature, ethics and sustainability, is
extraordinary. They never seem to be completely satisfied with what they accomplished last year and as a result continually ask how they can work with us to improve in the years ahead.”

“With just two years in independent US distribution, Icebreaker has seen sales growth of 300% in 2005, and is the only complete pure merino layering system available to the market. In addition to the hot selling Skin 200 and BodyFit 260 base layer tops and leggings, Icebreaker will offer a BodyFit 150, an ultralite next-to-skin base layer for Fall/Winter 07/08. A complete collection of women’s performance lingerie will also debut next season in the 150 and 200 weight Nature Intimates line, comprised of feminine camisoles, underwear, and base layer tops and bottoms, all in 100% pure merino. Icebreaker offers an entire range of performance apparel in mid-weight Sport 320 and Sport LTD, which combine insulation with lifestyle wear in a collection of fashionable, alpine-inspired sweater weight merino layers; EXP, a collection of lightweight, wind resistant outerwear for low-bulk warmth; and Coastal, a first in windproof merino outerwear for outdoor and adventure travel, with a nod to urban style. Superfine summer weight merino presents a collection of colorful performance t-shirts for the warmer months, and a complete line of merino accessories rounds out the collection. A complete line of sport-specific Icebreaker merino socks will launch in Fall 07 as well, addressing the needs of hikers, skiers, runners, bikers and everyday wear.

About Icebreaker
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 ten distinct pure merino fabrics in the Icebreaker system covering underwear, mid layer, and outerwear. Icebreaker is currently distributed to over 1800 stores in 24 countries throughout Europe, Asia, Australasia, and North America. Based in Wellington, New Zealand Icebreaker uses only pure merino hand-picked from 120 high stations scattered among the country’s Southern Alps to create exotic 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: http//:www.icebreaker.com. For further information contact Alycia Cavadi 617/262.5559 or alycia@momentummediapr.com.