Nikwax North America Hires the Alta Group for Sales Representation in Pacific Northwest


Seattle, Wash. (August 14, 2014) – Nikwax, the world’s leading outdoor aftercare company, is proud to announce the addition of the Alta Group, Inc. as the company’s new Pacific Northwest sales team covering Washington, Oregon, Idaho, Montana and Alaska.

Founded in 1993 and led by president David Haavik, the Alta Group is one of the larger sales rep teams in the Pacific Northwest with 70 years of combined outdoor industry knowledge and experience. Specializing in accessory brands, the Alta Group adds Nikwax to their stellar line-up that includes Oboz, Petzl, Julbo, Adventure Medical Kits, and SteriPEN. Based in Seattle, the Alta Group is conveniently located just minutes away from Nikwax North America’s headquarters in Fremont.

“The Northwest is our backyard and a pivotal territory for us,” said Ben Palliser, Director of Sales, Nikwax North America. “We are incredibly excited to work with Dave Haavik and the Alta Group team. They are a top-tier sales agency, they understand the accessories business, and are structured to manage an active count-and-fill model.”

“Nikwax is a great fit with our portfolio of brands,” said David Haavik, president of the Alta Group. “We specialize in hardgoods and accessories that remain consistent from season to season, and Nikwax fits in to our model perfectly. Nikwax products also are especially ideal for our territory where it’s so wet,” he noted.

The Pacific Northwest team of the Alta Group comprises outdoor industry veterans David Haavik, Dave Allan, Matt Lewis, Jay Dufresne and Amanda Greaves. To contact the Alta Group, please email: or call (206) 783-0760.

About Nikwax®:

Nikwax® was founded in 1977 by Nick Brown, a keen mountain walker and traveler, who designed his own product, a waterproofing wax, to keep his leather mountain boots dry.

Subsequently Nikwax has become the global leader in environmentally safe aftercare and waterproofing solutions that extend the life and performance of technical footwear, clothing and equipment. Nikwax care products are distributed to 50 countries. Nikwax is the only major aftercare company to have never used aerosols or fluorocarbons. Nikwax products are all fluorochemical-free, use advanced elastomer technology, are not tested on animals, and are non persistent in the environment. Nikwax has received numerous awards including the prestigious Queen’s Award (4x), Sunday Times Best Green Award (3x), and the Green Apple Award, and is ISO 9001 and 14001 certified.

The recent global awareness of serious environmental problems with PFC based products has stimulated Nikwax to refocus on the development of a “PFC Treatment Free” industrial standard for Outdoor brands, and to promote the concept of waterproof directionality internationally.