Ultimate Direction grows presence abroad, partners with three leading European Distributors


The best distributors of outdoor gear in Europe are now distributing the original hydration brand

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BOULDER, COLO. (For Immediate Release) - Ultimate Direction, makers of the first-ever wearable hydration systems for runners, hikers, and skiers, and who popularized the now-standard “hydration vest”, are very pleased to announce agreements with three of the very best distributors of outdoor gear in Europe.

Snow Factory, based in Barcelona, Spain, ABC Distribution, based in Dimaro, Italy, and Plein Nord Distribution, based in Sallanches, France, all have made very successful commitments to the outdoor specialty trade, supporting dealers, consumers, and athletes with their technical expertise, passion for the product, and understanding of the sport. All three companies are known for their strong sales network and commitment to specialty retail. These are ideal partnerships with Ultimate Direction, which shares their focus on the specialty core of the market by designing innovative and industry-leading products.

Buzz Burrell, Ultimate Direction Vice-President and long-time mountain athlete, personally visited each distributor to verify that the relationship would be mutually productive. “Europe is a very strong and sophisticated market,” he said. “I’ve raced in Europe myself, and know that great products will be accepted while average products will fail. We like that. Ultimate Direction thrives in strong mountain cultures, where consumers are used to seeing the best and dealers need support for their specialty business. With Plein Nord, ABC Sports, and Snow Factory, we have three great companies that know what it takes to grow the sport in their territories; our new partners have both professional and personal knowledge and commitment.”

Snow Factory supplies the very strong running and outdoor market in Spain and Andorra. Ultimate Direction is an excellent compliment to their existing brand portfolio, which includes La Sportiva and Icebreaker. Xavi Garriga, Director General, said, "Snow Factory welcomes this opportunity with great enthusiasm. We are a team of enthusiastic professionals with deep dedication and commitment to brands that have a story and can communicate it; Ultimate Direction perfectly fit our philosophy.” http://www.snowfactory.es

ABC Distribution services all ofItaly, where mountain sports such as skiing, climbing, and mountain running have achieved a level of excellence for decades, and Ultimate Direction will fit in perfectly with their other brands, such as Hoka One One. Alberto Penne, President, said, “Italy is a very active and experienced market, where premium performing products succeed while average products do not survive. Ultimate Direction is a market leader, their gearis designed by some of the best athletes in the world, and so other athletes accept and welcome it.” http://www.abcdistribution.it

Plein Nord Distribution is based outside of Chamonix, France - the center of worldwide mountain culture - and Ultimate Direction gear is a perfect fit with Plein Nord’s other brands such as Scarpa. Nicolai Geydet, Director, said, “Having the well-known athletes such as Scott Jurek, Anton Krupicka, and Sage Canaday actually design the products means the brand is trusted by consumers and our dealers can readily sell it.” http://www.pleinnord.com

The new partnerships began immediately, and the three distributors are now actively showing the Spring 2016 Ultimate Direction product line to their hundreds of active dealers.

About Ultimate Direction

Ultimate Direction is a leader in athlete hydration, having created the entire hydration pack category in 1985. Since then, runners, hikers, climbers, and cyclists all over the world have relied upon a backpack, waist belt, or handheld bottle to stay hydrated and Ultimate Direction’s market leadership continues today with their athlete-designed Signature Series Vests, Jurek Collection, and Fundamentals apparel collection, setting a new standard with cutting-edge materials, design, and style. www.ultimatedirection.com