SWIX Expands Hat Offerings; Dealer Base Grows by a Third

SWIX Expands Hat Offerings; Dealer Base Grows by a Third

WILMINGTON, MA. – (March 24, 2006) – After starting with a collection of hats made exclusively for the Nordic market 20 years ago, where comfort and wicking were the order of the day, SWIX has considerably expanded its hat offerings over the past few seasons with a collection that reaches far beyond Nordic.

The reaction by dealers has been phenomenal as SWIX has expanded its headwear dealer base by 30 percent for the upcoming 2006-07 season.

Swix found its consumers were looking for a wider collection with a diversity in styles, colors and construction than what was being offered in the traditional Nordic market.
For the 2006-07 season, Swix created seven collections with each collection designed to appeal to a different cross section of consumers.

“We’re focused on making products that allow users to have the best possible experience in all cold weather activities,” said Donna Williams, Apparel Sales Director at SWIX.

Swix has long been recognized as the originator and market leader of Scandinavian hats with a long history as a prominent supplier for Nordic and Alpine Ski retailers.

As the category of Scandinavian hats remains strong, Swix expanded its product offering to include beanies, brims and unique graphics. The women’s collection includes fashion relevant colors, lifestyle selections as well as traditional best sellers.

One of the new hats in the performance collection is the “Race” hat which is perfect for Nordic skiing or any cold weather aerobic activity. The “Race” is lined with Dri Release®, which feels soft as cotton against the skin but wicks moisture away to keep the user dry and comfortable while the top of the hat is made of four-way stretch material for a snug fit.