How to expand into lifestyle distribution as a performance brand: a go-to-market strategy for success in the BENELUX

Abstract

This dissertation aims to research how the performance brand Icebreaker can be distributed into the lifestyle segment in the Benelux. Icebreaker can currently be found in all major outdoor distributors in this area but is searching to expand its distribution channels in a different segment. More specifically, this paper answers the research question: “How can Icebreaker profitably expand into lifestyle distribution in the Benelux within 2 years’ time while maintaining its core of performance?”