Lifestyle Press Release

Icebreaker Promotes Justin Walford to General Manager for Canada

Outdoor Industry Veteran to Expand Multichannel Operations Team based in Vancouver

Icebreaker, the New Zealand company that pioneered outdoor merino wool apparel, today announced that Justin Walford, current General Manager for Icebreaker’s wholesale operation in Canada, has been promoted to multichannel General Manager for Canada. Justin will continue to oversee Icebreaker’s industry leading wholesale operation in market, and will assume leadership over both eCommerce and retail operations. Justin will lead a team dedicated to building upon the double-digit revenue growth that Icebreaker Canada has achieved annually since it was formed in 2006.

“It is great to see this internal promotion, reflecting the growing talent pool within Icebreaker. My aspiration is to see an increasing number of our senior vacant positions filled from home grown talent going forward,” says Rob Fyfe, Icebreaker Chief Executive Officer. “Canada is now one of our leading markets globally. Justin’s done a tremendous job in aggressively growing sales and identifying impactful marketing opportunities in the Canadian marketplace. It’s great to see his efforts – and those of his team – recognised with this appointment.”

Justin’s diverse background has seen him grow from a start in outdoor retail 15 years ago, through to his current position overseeing the company’s Canadian business. Along the way, he has held positions with Hudson Trail Outfitters, Mountain Equipment Co-op, and G3 Genuine Guide Gear. Justin joined Icebreaker in 2010 and has been leading a team of 30 as Icebreaker’s wholesale General Manager in Canada for the last two years where he has driven strong sales and profitability growth. Icebreaker is positioned for future growth through Justin’s leadership in establishing one of the first MAP policies in Canada, creating Icebreaker’s new dealer incentive and concept shop programs, and developing strategic marketing partnerships with Whistler Blackcomb, The Banff Mountain Film and Book Festival, and major retailers across Canada.

“Icebreaker is now regarded as one of Canada’s leading outdoor brands, and I’m thrilled for the opportunity to continue to grow our business in this new multichannel role,” says Justin. “Adapting a multichannel management strategy will allow us to expand and improve the customer experience through our exceptional team of sales and marketing staff. We’ll also bring on additional leadership roles based in Canada that will support the next round of market development.”

Logo courtesy Icebreaker

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