Alpina Sports USA and Madshus Part Company, K2 Takes Over Distribution

After nearly a decade distributing the Madshus brand in the American marketplace, Alpina Sports and K2, owner of the Madshus brand, mutually terminated Alpina’s US distribution effective September 1, 2006. K2 will now distribute Madshus.
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SEATTLE, Wash. -- After nearly a decade distributing the Madshus brand in the American marketplace, Alpina Sports and K2 mutually terminated Alpina's US distribution September 1, 2006.

“K2 has received copies of Alpina's pre season bookings for all Madshus products,” said Frank Thibodeau, president of Alpina Sports. “Dealers will receive the same discounts and other terms on their orders and the only difference is that the shipments of all Madshus products will come from K2, not Alpina. Naturally we wish the timing could have been different, but once the separation was discussed it became apparent that the sooner we both made the transition the better for everyone involved.”

Madshus was purchased by K2 in December 1988 though it has operated somewhat autonomously from a brand perspective according to Robert Marcovitch, president of K2 Sports.

“The recent acquisition of Karhu Nordic and tele for the North American market, combined with our Tubbs, Atlas, Little Bear and Powder Ridge snowshoe brands, created the potential for a significant portfolio of products and brands in the outdoor retail world,” he said. “We appreciate the efforts of the Alpina Sports USA team for their stewardship of the Madshus brand in this country.

“On the occasion of Madshus' 100 year anniversary, K2 Sports is excited to be assuming responsibility for the distribution of Madshus XC skis and related products in North America. As with the other brands in the K2 Sports portfolio, we know that the success of our retailers and the satisfaction of the end users is the key to our future success.”

About K2 Sports.
K2 Sports operates under K2 Inc. (NYSE: KTO) a premier, branded consumer products company with a portfolio of leading brands including Shakespeare®, Pflueger® and Stearns® in the Marine and Outdoor segment; Rawlings®, Worth®, K2 Licensed Products and Brass Eagle® in the Team Sports segment; K2®, Völkl ®, Marker®, Line, Karhus and Ride® in the Action Sports segment; and, Adio®, Marmot® and Ex Officio® in the Apparel and Footwear segment. K2's diversified mix of products is used primarily in team and individual sports activities such as fishing, watersports activities, baseball, softball, alpine skiing, snowboarding and in-line skating. Among K2's other branded products are Hodgman® waders, Miken® softball bats, Tubbs® and Atlas® snowshoes, JT® and Worr Games® paintball products, Planet Earth® apparel and Sospenders® personal floatation devices.

Adio®, Atlas®, Brass Eagle®, Ex Officio®, Hodgman®, JT®, K2®, Marker®, Marmot®, Pflueger®, Planet Earth®, Rawlings®, Ride®, Shakespeare®, Sospenders®, Stearns®, Tubbs®, Volkl®, Worth® and Worr Games® are trademarks or registered trademarks of K2 Inc. or its subsidiaries in the United States or other countries

For more information on the Madshus tranisition, contact Alpina Sports at 800-425-7462, or K2 Sports at 800-426-1617.

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