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July 30, 2007
66°North Strengthens its Position in the North American Market Following the Opening of a New York Office
The company will increase its emphasis on North America in the future.
(PRWEB) July 28, 2007 -- 66°North has founded 66°North USA, a wholly owned subsidiary, to handle the affairs of the company in the North American market. For the past five years, the company has had an American distributor, who took care of distribution and sales in the US and Canada. 66°North Iceland has decided not to continue that arrangement, and instead to open a dedicated subsidiary with offices in New York. "By this we gain full control of our brand, its pricing and positioning in the market," says 66°North's CEO, Mr. Halldor G. Eyjolfsson. "This is the next step in increasing the distribution of the brand and aiming for further success in this large and highly competitive market."
The company has been expanding rapidly with greatly increased exports. Today, 66°North clothes are sold in 15 countries. "This rapid growth is because of the successful and distinct work that we have done in design and marketing in the past few years," says Mr. Eyjolfsson.
As 66°North continues to gain popularity worldwide, the potential for success in the USA is clear. Matthew Hershey, managing director for 66 North USA, brings a wealth of knowledge and expertise in the outdoor industry, and is optimistic about the brands future in the US holding positions for players such as Helly Hansen. "66°North is a high end outdoor brand, and our goal in the U.S. is to turn our focus back to the core outdoor retailers. Our designers have created an amazing product line for 2008-2009, and we look forward to reaching a broader audience and increasing our brand penetration for the future."
Recalling when 66°North opened a pop-up store in Manhattan a little less than two years ago, Mr. Eyjolfsson is asked about the possibility of a permanent store in New York. He declines to comment much on that possibility, but says that 66°North is planning to open several stores in Europe soon, and that the "Icelandic invasion" in Denmark is far from over. He declines to comment further on that as well, but adds that "some very exciting times are awaiting us at 66°North, both in Iceland and abroad. We will be releasing some thrilling news of the company in the near future."
About 66°North
66°North Ltd. is among Iceland's oldest manufacturing companies. It was established in the year 1926 and has throughout the decades been a leading producer and innovator in the making of working clothes used on sea and land, made for the toughest outdoors working conditions on the planet. In the past decade, 66°North has leveraged its expertise into a wide selection of outdoor clothing for sports and leisure. It has received numerous awards for its designs and marketing campaigns.
The company's staff today numbers more than 300 people. It operates 7 shops in Iceland under the names of 66°North, as well as two shops in Latvia. Furthermore the 66°North brand can be found in 500 retail stores in Northern Europe and USA in 2007.
For further information about 66°North visit our international website, www.66north.com.
Posted by Industrial-Manufacturing at July 30, 2007 05:44 AM