10 InsideOutdoor | WINTER 2022 Norrøna, the four-season Norwegian outdoor brand, announced a partnership with Canadian sales representative Ryan Letchford, founder and lead representative of Squamish, B.C.-based Wabi Sabi sales agency. Letchford will represent the brand across Canada, bringing more than 20 years of experience with Canadian brands and relationship building. The addition of Letchford marks an expansion of sales support across North America. Earlier this year, Norrøna announced that it would add three key regional U.S. partners to its sales team, including Summit Sales NW in the Pacific Northwest, Black Dog Sales Group in the Rocky Mountains and Intermountain West and Bluebird Sales Group in the Northeast. “Ryan has an outstanding track record of business development by building trusted retail relationships across Canada with proven sales strategies and expertise,” said Gaute Fonkalsrud, global director of sales at Norrøna. “As we continue to invest and expand efforts in North America, it is only natural that we would grow our investment into the Canadian market as well.” Prior to launching Wabi Sabi, Letchford spent 21 years with Arc’teryx, most recently serving as Canadian sales manager. He was instrumental in growing a cult following for the technical apparel brand from its niche beginnings in climbing and backcountry skiing. Canadian accounts can reach Letchford at ryan@wabisabisales.com. Industrial Revolution, the Seattle manufacturer and distributor of outdoor accessories, has partnered with Perpetual Motion Northwest (PMNW) to expand its sales team in the Pacific Northwest. The rep group will cover all Industrial Revolution (IR) brands in Washington, Oregon, Idaho, Montana and Alaska. Founded by David Egan in 2005, Fall City, Wash.-based PMNW, headed by owner and general manager Jason Rowley, will work with IR brands UCO, Morakniv, Esbit and Pedco. “IR team, its products, and purpose are a great fit for PMNW,” said Rowley. “By focusing on personal relationships with retailers and leveraging data analytics, we are thrilled to drive the growth of its new Recover Recycled ECO Ware line of camp kitchen gear, and provide NW retailers with meaningful sales and business support.” “We are excited to have Perpetual Motion on board,” said Chris Clark, vice president of sales for Industrial Revolution. “From multistore chains to independent specialty, the feedback we heard from our retailers was consistent: they are a professional and well-liked agency and will elevate brands across the Pacific Northwest.” Jason Rowley can be reached by email at jason@pmnwreps.com or by phone at 425-222-6290. Free Fly Selects Whiplash as Fulfillment Partner Whiplash, a nationwide provider of omnichannel fulfillment and logistics services, recently announced the successful onboarding of performance-clothing brand Free Fly Apparel. The multi-year contract includes services for U.S. direct-to-consumer (DTC) fulfillment and wholesale distribution to specialty retailers. Founded in 2010, Free Fly Apparel is a digitally native brand and required a 3PL partner with an in-depth understanding of the apparel industry, said Mary-Chelsea Banister, senior manager at Free Fly Apparel. “Whiplash provided the perfect balance of having advanced systems that are backed by decades of proven industry expertise,” she said. “The exponential increase in supply chain complexity caused by rapid growth in order volume is a common pain point for merchants, especially with the boom in ecommerce sales triggered by COVID-19,” said Greg Morello, president and chief commercial officer at Whiplash. “We have become the go-to partner for fast-growing brands that want the best technology but also need a partner that understands how to design a solution that accommodates high SKU counts, high volume and multiple delivery channels.” Free Fly Apparel has a fast-growing DTC ecommerce operation and also serves 400 specialty retailers nationwide, with volumes varying from 50 to 2,000 items in a single order. “Both of these channels require fast, efficient fulfillment, and we’re able to effectively serve these businesses from the same distribution point,” said Caitlin Postel, business development manager at Whiplash. The account is served from Whiplash’s newest Columbus, Ohio distribution center (DC), which opened in May 2021, located in the heart of the Columbus industrial zone. One of two Columbus-area multi-client facilities operated by the 3PL within competitive two-day ground coverage to many major metropolitan areas, the 261,400 square foot omnichannel-ready facility offers the full complement of order fulfillment services, value-added services and is equipped with autonomous mobile robots. Norrøna Adds Canadian Sales Representation Industrial Revolution Taps Perpetual Motion Northwest Ryan Letchford of Wabi Sabi
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