Icebreaker, a renowned outdoor apparel brand originating from New Zealand, recently established its first retail outlet in Southeast Asia. The new store, located in Central Park, Bangkok, was launched in collaboration with the Thai Outdoor Group (TOG).
Making its debut in Southeast Asia is regarded as a significant achievement in Icebreaker’s global expansion strategy. Moreover, it solidifies the brand’s intrinsic principle of ‘Move to Natural.’ This philosophy encourages the use of natural, environmentally-friendly fibres instead of synthetic alternatives.
The Bangkok store highlights Icebreaker’s Merino wool products, positioning the brand to capitalize on the escalating consumer interest in sustainable and high-performance apparel.
The store inauguration was marked with the ‘Meet Your Merino Sheep’ workshop. This event provided a unique opportunity for participants to create their own Merino sheep using the same high-grade fibres that are used in the manufacture of Icebreaker garments.
Icebreaker, established in 1995, is widely acknowledged as a trailblazer in the application of Merino wool. This material is highly prized for its breathability, temperature regulation, resistance to odour, and natural comfort under a range of conditions.
In a remarkable development in 2018, Icebreaker was acquired by the American apparel titan, VF Corp, for $288 million, following a highly competitive bidding process.
What is the significance of Icebreaker’s new store in Bangkok?
The opening of Icebreaker’s store in Bangkok marks a significant milestone in the brand’s global expansion strategy. It also positions the brand to tap into the growing consumer interest in sustainable and performance-driven apparel in Southeast Asia.
What is the philosophy of Icebreaker?
Icebreaker follows a core philosophy of ‘Move to Natural’, which promotes the use of natural, sustainable fibres over synthetic alternatives.
Who acquired Icebreaker in 2018 and for how much?
Icebreaker was purchased by the US apparel giant VF Corp in 2018 for a sum of $288 million.
