Smartwool & icebreaker Join Forces In Benelux
Smartwool, a leader in merino wool socks and apparel, has announced the appointment of Ideavelop BV as sales agent for Belgium, the Netherlands, and Luxembourg. This marks an exciting development in VF Corporation’s efforts to enhance the reach of its natural performance brands across EMEA.Smartwool’s new sales agency is the same as that of its sister brand Icebreaker’s long-standing partner, Ideavelop.
Building on Ideavelop’s 25-year partnership with icebreaker, this strategic move will consolidate the sales of Smartwool and icebreaker in the Benelux region. The collaboration aims to strengthen the brands’ presence in the performance apparel market by offering retailers and consumers sustainable, premium alternatives to synthetic-based products.
“By uniting the strengths of two global leaders in Merino and natural fibres, we are creating a more agile and responsive business model. This positions us to effectively challenge the synthetic-dominated performance apparel industry.” - said Dariusz Boniecki, Head of Sales for icebreaker and Smartwool EMEA - “Each brand will maintain its unique identity while benefiting from strategic synergies, laying a robust foundation for sustainable and profitable growth. This will significantly enhance our relevance and appeal to consumers in the outdoor and performance apparel markets across EMEA. As we expand our footprint, icebreaker and Smartwool are excited to deepen our collaboration with key partners, exploring new avenues for growth through innovative, sustainable partnerships and initiatives. Together with our valued partners, we envision leading the charge towards a more natural and sustainable future in the apparel industry.”
Ideavelop will oversee sales and marketing for Smartwool in the Benelux region, driving growth through innovative local strategies and collaborations with specialist retailers. This appointment also reinforces VF Corporation’s commitment to aligning its portfolio of brands with the growing consumer demand for sustainable solutions.
As both Smartwool and icebreaker expand their footprint across EMEA, this partnership marks a significant milestone in VF Corporation’s mission to deliver high-performing, sustainable products while fostering stronger ties with trusted partners.
