Implus, parent company to Yaktrax and ICEtrekkers, today announced that Yaktrax will grow its product offering with the addition of three ICEtrekkers traction devices: Diamond Grip, Chains and Spikes. The new product will offer Yaktrax consumers a more comprehensive selection of traction devices for a wider variety of uses.
This move will simplify the Yaktrax brand story and messaging, making it easier for outdoor consumers and retailers to buy and sell the right traction devices for their needs, said the company. Rebranded product will begin arriving at retail locations this fall.
“Yaktrax is a very strong brand and has become synonymous with snow and ice traction in the outdoor space,” said Greg Stryker, marketing manager with Implus. “By essentially merging the two brands, Yaktrax is able to offer a broader range of outdoor-focused products and our retail partners will benefit from a simplified retail story. This will help customers more easily understand all the available options before selecting the right traction device for their specific needs.”
Both Yaktrax and ICEtrekkers offer premium, over-the-shoe traction devices for ice and snow. Moving forward, the brands will each focus on a different market with Yaktrax serving the outdoor and lifestyle communities and ICEtrekkers focusing solely on the safety and industrial market.
The current Yaktrax offering will remain in the line, with favorites such as the Run, Walk, and Pro going unchanged. The Yaktrax website will be updated with rebranded Diamond Grip, Chains, and Spikes later this summer while ICEtrekkers’ new safety and industrial focus will be highlighted on the brand’s website this fall.
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