Merino brand goes shopping

NEW ZEALAND: Kiwi merino adventurewear brand Icebreaker has leapt to secure its European operations by purchasing its distributor and launching two new subsidiaries. The Wellington-headquartered apparel group has realigned its operations across Switzerland and France by acquiring distribution company Rockline Nature Zone and launching Iceberaker Switzerland and Icebreaker France.

Rockline Nature Zone founder Craig Stoddart, also a New Zealander, has been named general manager of the two new subsidiaries.

Icebreaker founder Jeremy Moon declined to reveal the cost of the acquisition, but stressed the importance of the company's European operations.

"One in every three Icebreaker garments is now sold in Europe. Our business continues to expand rapidly in Europe which is now Icebreaker's largest market."

Icebreaker is sold in nearly 2000 stores in 24 countries throughout Australia, Europe and North America.