Icebreaker : the US entry decision

Abstract

Jeremy Moon, CEO of Icebreaker, merino wool, outdoor apparel manufacturer, believed the company could be a big hit in the United States, despite the presence of entrenched rivals. But Icebreaker clearly needed a new distribution approach. One option was to position Icebreaker as a brand selling fashionable sportswear. A second option was to mirror the strategy that had been effective in New Zealand - distributing through outdoor and snow sports retailers. A final option was to delay United States retail distribution and sell exclusively over the Internet, using direct-to-customer advertising. Note: To maximise their effectiveness, colour items should be printed in colour. Related: Icebreaker : the US entry decision. Teaching note, Case Centre, Case Reference no. 5-807-038