VF Corp’s Smartwool has appointed a new distributor for the Benelux countries with the merino wool socks and apparel brand naming Ideavelop BV as its exclusive distributor for Belgium, the Netherlands, and Luxembourg. 

VF said it “marks an exciting development in [its] efforts to enhance the reach of its natural performance brands across EMEA”.

Ideavelop is already the distributor of the corporation’s Icebreaker brand, having worked with it for 25 years and it said the new “strategic move will consolidate the distribution of Smartwool and Icebreaker in the 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”.

Dariusz Boniecki, head of sales for Icebreaker and Smartwool EMEA said of the move to have both brands using the same distributor: “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.

“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.”

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”.