Snowleader signs license deal to design, distribute Eider in Europe
French mountaineering brand Eider was sold in January 2020 by Millet Mountain Group to South Korean group K2, and it is now writing a new chapter in its European story under the aegis of a new distributor, French outdoor apparel and equipment e-tailer Snowleader.
Snowleader, a mountain and outdoor activity specialist, has signed a license agreement with K2 to design, produce and distribute Eider in Europe.
“Eider disappeared from the European retail landscape following its acquisition. We wanted to talk with the K2 group because Eider is a brand that has a strong reputation with our customers, and has left a vacuum in the market. I’m thinking of more mature consumers who need to be reassured with products characterised by classic cuts and evergreen designs. We wanted to give a new lease of life to this French brand,” said Thomas Rouault, founder and CEO of Snowleader.
Eider’s first new collection with Snowleader will feature skiwear and resort products, and will be complemented in Spring/Summer 2023 with an outdoor and trekking range. Retail-wise, Snowleader will play the direct-to-consumer card, distributing Eider exclusively via its e-shop.
The license agreement with K2 is consistent with Snowleader’s new growth strategy. Snowleader, which in November 2021 established its headquarters and logistics hub on a 3,000 m2 site located in Epagny Metz-Tessy, France, is keen to create a new multi-brand business.
The plan is to expand the product range by creating its own brands as well as by signing license or distribution agreements, and even by acquiring stakes in existing brands.
Snowleader was set up in 2008 and currently commercialises 400 brands on its e-shop. It also operates three stores in Annecy, Chamonix and Lyon. In the fiscal year closed in March, Snowleader generated a revenue of €55 million.
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