Icebreaker charges at the Hunting and Fishing Markets

Darren Glassman has been named Global General Manager of RedRam – the everyday merino thermal underwear brand created in 2010 by Icebreaker, the New Zealand company that pioneered the outdoor merino wool apparel category – effective immediately.
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Wellington, New Zealand and Portland, Oregon (6 October 2011) – Darren Glassman has been named Global General Manager of RedRam – the everyday merino thermal underwear brand created in 2010 by Icebreaker, the New Zealand company that pioneered the outdoor merino wool apparel category – effective immediately.

Glassman is responsible for managing and growing the new RedRam brand, including direct oversight of all manufacturing, operational, sales and marketing activities in each of RedRam's global markets. He is also the liaison between the Portland-based product development team and a global sales force.

“We think RedRam has tremendous potential in the hunt, fish and sporting goods markets and that Darren is the ideal evangelist,” said Tony Balfour, General Manager – Markets for Icebreaker. “During his time with Icebreaker, he has more than proved how he could manage and grow a category, and we're excited to see where he takes RedRam.”

Glassman has been with Icebreaker since September 2008, when he joined as Global General Manager of Socks and Accessories – Icebreaker's first foray into category management.

“Socks and accessories often serve as the entry point for a consumer into the Icebreaker brand,” said Glassman. “Similarly, RedRam, which is sold within the hunt and fish, sporting goods and department store channels, is typically the first merino experience for our target consumer.”

Continued Glassman, “RedRam is a great opportunity for Icebreaker to mount an attack on a massive playing field, by reaching a new group of active consumers who live, work and play in the type of environments that demand the benefits of merino.”

RedRam is a premium entry-level thermal underwear range that provides people with the chance to upgrade from their synthetics to a natural fiber. Apparel in the sustainably-produced range include short-sleeve and long-sleeve tops, singlets, camis, leggings, boxers and boy shorts. Priced to offer excellent value for money ($29.99 - $57.99), RedRam is currently available in the United States at Gander Mountain, Sportsman's Warehouse, Dillard's Department Stores and Dogfunk.com.

Prior to joining Icebreaker, Glassman was the Founder and President of Northwest Mobile Services, which grew to become the largest mobile radiography service provider in the Pacific Northwest. He holds a Masters in Business Administration from the Stern School of Business at New York University and a Bachelor of Arts from Colgate University. Along with merino wool, his passions include ice hockey, off-road running and biking, microbreweries and off-grid travel.

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