ODLO Names Progression Brands Group as Exclusive US Distributor
December 5, 2022
Vail, Colorado-based business expands portfolio of premium European brands heading into Winter 22/23 Season
VAIL, Colo. (Dec. 5, 2022) – Colorado-based Progression Brands Group (PBG) was recently named by ODLO – a performance apparel brand based in central Switzerland – as its exclusive distributor for the U.S. market.
Designed in Switzerland from the inside out and iterating on an industry-defining approach to layering they created 75 years ago, ODLO is worn by people in more than 40 countries around the world. The company engineers long-lasting, largely sustainable, year-round technical apparel for runners, skiers, cyclists, hikers and more.
ODLO selected PBG for its success in launching and growing premium European brands in the U.S. Founded in 2017 by Ian Widmer who previously was instrumental in growing Canada Goose into a $500 million brand leading up to its IPO, PBG has built a three-tier business model serving as an operating partner for Swiss-based Dahu ski boots and Capranea luxury ski and lifestyle apparel; a distributor for ODLO, Movement Skis, Crazy Fast and Light Clothing out of Italy and Yniq eyewear in Sweden; and strategic advisors for complementary brands.
“It’s time for ODLO to show the U.S. market why we are the definitive leader in performance base layers and beyond,” said Jonatan Westlund who leads ODLO’s distribution in international markets. “PBG’s track record of successfully building brands paired with the operational excellence they have demonstrated over the past 24 months make them the perfect partner for us.”
PBG is attracting calls from multiple European brands wanting to find success in the U.S. but they limit their partnerships to brands that are well established in their home countries. Similarly, PBG only works with brands that manufacture the majority of their products in Europe and have a solid sustainability strategy.
“Brands have to be strong in their home markets in order for us to be successful with them,” Widmer said. “It’s imperative they have great product and an authentic story that we can build upon when helping them expand into the US.”
“You look at ODLO as our most recent brand addition,” he said. “Two thirds of everything they create is made from recycled or natural sources and over 60 per cent gets made and sold in Europe, helping them limit emissions throughout product lifecycles. The product and the committed people behind it result in a tremendous value proposition in a saturated market. Mark my words, ODLO has all the foundation and DNA to become a significant force in North American sports apparel in the coming years.”
ODLO is available in more than 40 countries, predominantly through specialty sports retailers and via www.odlo.com.
Visit PBG’s digital space to experience ODLO and PBG’s complete stable of brands.