Specialty retailers vote Icebreaker as top selling line; among best to work with in industry

(February 2nd, 2006) – Icebreaker USA based in Sun Valley ID, has been voted as the best selling base layer after long-term leader Capilene in a retailer survey conducted by SNEWS® and reported in the Winter 2006 issue of Gear Trends® magazine. The trend report, which polled specialty retailers nationwide representing over $2.3 billion in sales annually, indicates merino as the fifth fastest growth category among specialty stores. The survey also reported Icebreaker among the top five manufacturers to work with in the industry.

“This is really exciting news, as we have grown so close to our retailers, and they are the reason Icebreaker is growing as successfully as it is”, said Troy Ballard, President for Icebreaker USA. “Our US team is just eight months old, and our goal has been to gain the trust and confidence of our retail partners during year one. With this vote of confidence we will work to lead the merino category by providing a premium brand, product, and service that will allow our retail partners to see continued success with Icebreaker”.

With just two years in independent US distribution, Icebreaker sales have grown over 300% in 2005, and is the only complete pure merino layering system available to the market. In addition to the hot selling Skin 200 and BodyFit 260 base layer tops and leggings, Icebreaker offers Sport 320 and Sport LTD, which combine insulation with lifestyle wear in a collection of fashionable, alpine-inspired sweater weight merino layers that can be worn as a stand alone for everyday wear; EXP, a collection of lightweight, wind resistant outerwear for low-bulk warmth; and Coastal, a first in windproof merino outerwear for outdoor and adventure travel, with a nod to urban style: and a complete collection of accessories to round out the collection.

Icebreaker was the first company in the world to develop a merino wool layering system for the outdoors, and launched the category in 1994. Icebreaker was also the first outdoor apparel company in the world to source merino direct from growers, pioneering the process in 1997. There are now seven distinct pure merino fabrics in the Icebreaker system covering underwear, mid layer, and outerwear. Icebreaker is currently distributed to over 1400 stores in 20 countries throughout Europe, Asia, Australasia, and North America. Based in Wellington, New Zealand Icebreaker uses only pure merino hand-picked from 60 high stations scattered among the country’s Southern Alps to create outdoor clothing that combines nature's work with human technology and design. To locate an Icebreaker dealer and to view ranges and styles, log on to: www.icebreaker.com. For further information or an interview with founder Jeremy Moon or Troy Ballard contact Alycia Cavadi (617/624.9799 or alycia@momentummediapr.com.

SNEWS® (Specialty NEWS) is part of the GearTrends® Network, the only industry community source serving both the outdoor and fitness markets that encourages participation from trade professionals and consumers. The SNEWS® information network is the acknowledged industry standard for late-breaking insider news, trend reporting and business education, plus dynamic product and company information in an inspiring, thought-provoking (but never-too-serious) format. As part of the GearTrends® Network, SNEWS® is considered the best electronic news source for the trade, and has been offering industry insight and expertise for over two decades.