Montana Sport to represent English outdoor brand

08 Dec '10

3 min read

Berghaus has announced details of a new distributor for Switzerland. Montana Sport AG will represent the brand in the market, with immediate effect. The new partnership was unveiled to the Swiss outdoor trade on Monday 29 November, at an event in Neuendorf that was attended by over 100 Swiss retailers. Berghaus climber Leo Houlding was special guest for the evening and spoke about his work with the brand and his most recent climbing exploits on Mount Asgard and El Capitan.

A privately owned company, Montana Sport AG was established in 1939 and is one of Switzerland's leading distributors of outdoor, sports and fashion brands. The company is based in Neuendorf and also has showrooms in Zurich and Aigle, along with a warehousing operation in Basel. Working with general manager Stefan Heniger, Montana's outdoor division manager Christian Gerlach will manage Berghaus in the market. His priority is to target specialist climbing and outdoor retailers with clothing and packs from the brand's technical Extrem range and the latest products that emerge from Berghaus' MtnHaus innovation programme.

Simon Roberts, Berghaus EMEA sales director, comments:
“Switzerland is at the heart of the Alps and a crucial European market, with very knowledgeable and demanding consumers. It is important that Berghaus has a world class partner there with a deep understanding of the most technical and innovative outdoor products, and excellent relationships with key customers. We believe that Montana Sports AG offers us exactly that combination and that together we will establish the brand as a leading player in the market.”

Stefan Heniger, general manager of Montana Sports AG, adds:
“Montana Sport was looking for an outdoor brand that had the potential to become a market leader in Switzerland and Berghaus clearly fits that description. It has great heritage and authenticity, with a reputation for outstanding product that goes back many years.

“The latest Extrem range is really exciting and should have great appeal in Switzerland, while the products that are being developed as part of the MtnHaus initiative are genuinely innovative and cutting edge. We are looking forward to quickly making a significant impact for Berghaus in Switzerland.”

In 1991, Pentland sells Reebok shareholding. Pentland builds its portfolio of brands by purchasing Speedo, Berghaus, Brasher, Ellesse, Mitre, KangaROOS and Red or Dead.

Pentland Group plc was founded in the early 1930s in Liverpool, England. It was then called the Liverpool Shoe Company because it dealt purely in shoes; first a wholesale shoe business, then expanding into a manufacturing business.

Pentland Group plc

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