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Saturday, September 18, 2021

Hydro Flask Heads ‘Down Under’

Hydro Flask, a Helen of Troy Limited company, will expand its growing global presence into the Asia-Pacific market this winter.

Beginning in December 2017, Hydro Flask will launch into Australian retailers through a new strategic partnership with Surf Composites. Key channels include surf, dive, skate, active lifestyle, outdoor and sporting goods.

“We’re excited to expand our footprint in a market that so clearly resonates with our brand,” said Mike Wallenfels, Global Vice President of Sales at Hydro Flask. “Australia’s active, outdoor lifestyle perfectly aligns with our mission to save the world from lukewarm. This is a key step in opening the door for consumers throughout the Asia-Pacific region to bring Hydro Flask along on their everyday adventures.”

“Hydro Flask is a natural fit for Australia,” said Dave Byrne, owner of Surf Composites. “From the surf and beach communities to the outdoor enthusiasts, I’m thrilled to serve as distributor to bring the brand to thousands of customers who have been eagerly awaiting its arrival.”

Australian freesurfer Asher Pacey (pictured) will help launch Hydro Flask’s presence in this market as the brand’s newest action sports and active lifestyle ambassador. Alongside the growing lineup of Team Hydro members, Pacey will help promote the brand’s mission and core values while sharing stories of inspiration through his social media channels. Pacey will also drive awareness for the brand through a series of short films featured on Hydro Flask’s website at https://live.hydroflask.com.

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