An agreement has been reached between Timberland and Edinburgh-based outdoor distributor Anatom Ltd. to transfer SmartWool® brand distribution rights in the UK and Eire to Timberland. Under the agreement, Timberland will assume the rights to SmartWool® product distribution in the UK and Eire as of January 1, 2008.
Commenting on the announcement, Gordon Fraser, Managing Director of Anatom Ltd, says: “We have very much enjoyed building the SmartWool® brand in the UK over the past six years and creating an enviable position for natural merino wool as a high performance technical fibre.
SmartWool® product now holds a strong position in the market and we feel very happy that we are handing over a brand that has been well managed and is highly respected by the dealers who stock SmartWool® products and by consumers who wear them. We wish Timberland every success in the future and will be working very closely with the team at Timberland to ensure a smooth transition of the stock and day-to-day re-order business.”
Anatom® has distributed the SmartWool® brand on an exclusive basis in the UK for six years.
Lindsey Hayes, VP Worldwide Sales, of Timberland’s Outdoor Group, says “The partnership with Anatom® was a great foundation for the future of the SmartWool® brand by transferring the distribution of SmartWool in-house it provides us with many opportunities. We intend to offer the same strong service that dealers have come to expect for SmartWool® products. We wish Anatom® continued success with their other brands Superfeet®, Life is good®, Brannock Device® and Backcountry Access®.
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