After having set up a new organization and successfully re-launched in the US during 2013, Icebug has now found the right partner for growing in Canada, Rock Gear Distribution.
Rock Gear Distribution serves hundreds of dealers across the country, warehousing a diverse mix of outdoor, running, cycling, and sporting goodsretailers. Rock Gear Distribution (RGD) has a product focus on high quality accessories for active people. The addition of the Swedish footwear brand, ICEBUG, continues to help build an even stronger winter assortment, says RGD President Ian Lowe-Wylde.
RGD already has a grip on the add-on winter traction business in Canada. The addition of ICEBUG, the worldwide market leader for traction footwear, gives RGD a product for customers looking for traction, functionality and style at the very highest level.
Swedish Icebug started to challenge the global footwear giants back in 2001 and the past five years has been a steady track (or rather steep curve) of averaging 30% yearly growth. That means that the size of the company is doubling every three years and that Icebug consistently has been one of the top-10 fastest growing export brands in the Swedish sporting goods industry. The mission is to inspire and enable people to be more active outdoors, all year round.
And that is exactly what the BUGrip-technology (dynamic carbide tip studs in the sole) and the traction rubber RB9X (best wet condition friction on the market) does, on footwear for trail and winter running, OCR, walking, hiking, after ski and – starting from fall 2014 – safety shoes for work use.
– When using our product there is a moment when people make the Icebug experience, and then their perspective changes. An icy spot turns from slipping risk to a chance of showing super hero powers! With Ian we could also see him make that experience when we were running on the wet rocks along the west coast shore line, and he switched his old running shoes to Icebug with RB9X, says Tom Nilsson, vice president and export sales manager at Icebug.
– This passion along with the competence of the team and the well run operation makes us sure that
RGD will do an excellent job in Canada, which we see as a market with great potential. Icebug has already been widely used by postmen in Quebec, and that has reduced the slipping accidents to almost zero. So we know that the problem is there and that we have the best solution, continues Tom Nilsson.
RGD is in the process of presenting ICEBUG to 100’s of key running, outdoor and footwear dealers in Canada.
– Although we got started a bit late, ICEBUG is quickly being added to assortments for FW14 and ICEBUG will definitely have good visibility for this fall/winter with a focus on nationwide presence in FW15, says Ian Lowe-Wylde.
About Icebug
Icebug is a Swedish shoe brand that started to challenge the global footwear gigants back in 2001. Icebug is driven by innovation, creativity and integrity – a passion for making functional and stylish footwear.
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