Bike and snow gear brand Sweet Protection is set to roll out its ranges in the Australian market after securing a deal with newly established local distributor This Way Out Pty Ltd.
This Way Out is the side business launched by Cameron Mahoney and Luke Bennett, two Australian-based executives of Helly Hansen for the AU/NZ market. Helly Hansen is another Norwegian-born outdoor wear brand.
As part of the deal, This Way Out will distribute Sweet Protection’s bike and snow ranges across Australia and South Africa, and will take over from the brand’s previous local distributor Skiers Junction, owned and managed by Nick Franklin-Jones.
This Way Out also distributes accessories brand Db Journey.
“For us this feels like a perfect match,” This Way Out and Helly Hansen ANZ general manager Luke Bennett said. “We’ve been fans of the brand and products for years, and we are extremely happy to add Sweet Protection to the growing distribution arm of our business.
“On behalf of the team and myself, I’m very excited to be working with Sweet Protection.”
Active Brands sales director Atle Enberget welcomed the new distributor deal, saying it will continue Sweet Protection’s expansion across Australia.
Active Brands also manages several other Scandinavian active brands, including Kari Traa, Dæhlie, Johaug, Bula, Åsnes, Vossatassar, and Pilago. The group’s headquarters is located in Oslo, Norway with satellite offices in Voss, Trysil, Broomfield, Shanghai, Gothenburg, Helsinki, Copenhagen, and Munich.
“For [Sweet Protection’s] snow category, we already have history in Australia thanks to the work from Nick and Skiers Junction the past years,” Enberget said. “We are confident this will allow us to support the brand and the products the best possible way.”
Sweet Protection also sells online across Europe and the United States.