MILLET, Expands Into U.S. Market
MILLET, designer and manufacturer of clothing, packs and equipment for athletes, mountain guides, and mountaineers, announces its re-entry into the U.S. market for the FW24-25 and SS25 seasons. Based in Annecy with roots in Chamonix, the French mountain brand was founded in 1921 and has since become a leader in the mountaineering space. MILLET’s U.S. offering will include products from its TRILOGY line, built for pure, lightweight, fast, and uncompromising mountaineering adventures. The selection of products will be sold online at www.millet.com (starting on December 3rd) and at select specialty retailers.
Founded in 1921, MILLET has built a legacy as a pioneer in the design and manufacturing of backpacks for mountaineers. With over a century of expertise, MILLET now offers a complete line of alpine backpacks and apparel, each meticulously designed to meet the specific needs of climbers, from traditional mountaineering to the modern, fast, and light approach. In 2021, after nearly a 25 year ownership by the Lafuma Group, the brand was sold back to the Millet family, and is now under the leadership of Romain Millet.
“In 2021, my family took over the leadership of the brand into its 4th generation,” says Millet. “We are looking towards the future and continuing to share our passion to ensure that everyone can realize their dreams in the mountains. We’re now ready to tell our story and to write new ones with those who dream of alpine projects in the Rockies,Tetons, or Cascades.”
Refocused on its mountaineering roots, MILLET enters the U.S. market in partnership with sales agent Remedy Sales Group, headed by Chris Downs who also reps Revo and Freefly. The agency will focus on the Rockies and the Pacific Northwest, adopting a selective wholesale approach. The brand will show at regional shows as well as WWSRA in Salt Lake City, Denver, and Tacoma.
“I am excited to bring this iconic and heritage brand back into the U.S.,” says Downs. “The opportunity to reintroduce a brand to a new generation of climbers, alpinists, and mountaineers that has a history of innovation and quality is a privilege. There has already been excitement in the industry to hear that MILLET is recommitting to North America.”
To strengthen sales and demonstrate its commitment to expansion in the U.S., MILLET has launched a comprehensive, year-round marketing strategy. This includes PR efforts, consumer-focused events, partnerships with organizations like AMGA, and strategic sponsorships with a select group of athletes.
MILLET will range its iconic TRILOGY line, including apparel for men and women, and backpacks. The TRILOGY line takes its name from mountaineer Christophe Profit, who in 1987, successfully tackled the three major “challenges” of the Alps: the Eiger, Jorasses, and Matterhorn north faces, in a single winter day. TRILOGY includes the pinnacle JORASSES products, which are designed for athletes, and utilize Dyneema and GoreTex PRO technologies. In addition, select ICON apparel, designed in partnership with guides, will also be ranged. A selection of mountaineering backpacks highlight MILLET’s expertise and vision for the future of mountaineering. Packs utilize Dyneema, BOA systems, feature adjustable accessories, and focus on fit, fast ascents, durability, and lightness.
