By  on August 19, 2008

ATLANTA — Gramicci is expanding distribution of its outdoor lifestyle apparel brand with the signing of Recreation Outfitters Inc. (ROI) as its Canadian distributor.

Gramicci expects the appointment of ROI will generate major growth for Gramicci in Canada, which has been an untapped market for the brand.

Vancouver, B.C.-based ROI will handle all Canadian accounts for the entire Gramicci line, and Marty Weening, president of Gramicci, said a new ROI division created for sustainable apparel, named Organic Outfitters, dovetails with efforts behind Gramicci’s Greenicci collection of apparel made from organic or recycled fabrics.

“ROI has a keen understanding of Gramicci’s deeply rooted brand positon, especially the company’s Greenicci collection of apparel,” Weening said.

Jackie Swanson, general manager of ROI, said the two companies share similar goals. “Responding to the social and environmental concerns of our retailers, ROI began to seek out brands and corporations that offered like-minded solutions,” she explained. “Recently, we have put a lot of energy into developing and training our team in eco-friendly apparel for our outdoor and expanding eco markets. It was Greenicci that lured us, but it was Gramicci that hooked us.”

Swanson said she’s confident the retail and consumer demand is ripe for Gramicci. “Gramicci apparel will be the first piece our market will reach for in their closets,” she said. “The distinct fabrications and washed-out and weathered garment finishes are so unique, they will sell themselves.”

ROI is an importer, manufacturer and distributor of outdoor, skiing and snowboard, and outdoor lifestyle products.

To access this article, click here to subscribe or to log in.

load comments
blog comments powered by Disqus