Smartwool Corporation acquired by Timberland

SmartWool® hit the headlines on the New York Stock Exchange when breaking news revealed that The Timberland Company had signed an agreement to acquire 100% of the outstanding stock of The SmartWool Corporation. The recent announcement values the Colorado based supplier of performance socks, technical base layer apparel and accessories at approx $82 million.

The premium price paid for the company suggests that Timberland recognises the potential for joint synergy between the two brands with SmartWool undoubtedly set to benefit from increased investment and joint initiatives such as the recent partnership to develop Timberland footwear with SmartWool linings. Timberland's experience in developing and managing sophisticated fulfilment and logistics operations will be of substantial benefit to SmartWool as the brand continues to grow. The intention is to operate SmartWool as a wholly owned subsidiary of the The Timberland Company and not to merge the brands. Timberland sees value in continuing to build SmartWool as a strong authentic brand within its own right.

The SmartWool brand has grown rapidly in the UK over the past four years to be a strong player in the specialist sock and base layer markets with the brand available through an established network of high quality, sports retailers nationwide. Distributed and marketed in the UK by Anatom, the latest announcement will have no immediate effect on the existing marketing and operations of the brand.

Currently the market leading SmartWool range consists of technical socks for a wide range of outdoor activities such as snowsports, hiking, cycling and running as well as fashion socks for everyday wear.

Performance base layer garments, hats, scarves and gloves complete the SmartWool line up, all constructed using the finest quality merino wool fibre for maximum comfort and moisture transport. All SmartWool garments are fully guaranteed not to itch, stink or shrink even when machine-washed and dried.

Smartwool Corporation acquired by Timberland

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