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Sandra Halliday Published December 17, 2024 Reading time
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VF's Smartwool names new Benelux partner

By

Sandra Halliday Published
December 17, 2024

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”.