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Return to US Market
SHRED., the innovative eyewear and protection company, is once again taking direct control of its US distribution. This move underscores their dedication to specialty retail and marks a pivotal moment for the brand in the American market. By aligning with the Winter Sports Retailers group, SHRED. aims to bolster relationships with specialty retailers nationwide.
The Core of Innovation
At the heart of SHRED.’s vision are two cutting-edge innovations: the Contrast Boosting Lens™ 2.0 ICE and the 2ND SKIN™ Back Protector. The lens, developed with the MIT Sports Lab, offers a one-lens solution for consistent, high-contrast vision in all winter conditions. Meanwhile, the 2ND SKIN™ Back Protector provides thin, flexible protection designed for everyday use, akin to the ubiquitous helmet.
Specialty Retail Focus
Ted Ligety, co-founder of SHRED. and Olympic gold medalist, emphasises the brand’s commitment: “Our retailers are vital to SHRED.’s success. We aim to be essential to theirs.” SHRED. is enhancing communication and support, ensuring its innovations reach consumers effectively.
Meet the US Sales Team
SHRED. has assembled a formidable sales team across America. Louis Boudrias leads as Global Head of Sales, while Hayley Mohan oversees logistics and operations. Regional representatives include:
- Chris Clapp – Northeast
- Ryan McMullin – Intermountain Region
- MC Malboeuf – Colorado
- Noel Lemke – Pacific Northwest
- Nate Cravens – California and Nevada
- Mason Rickert – Eastern Great Lakes
- Rick Foster – Arizona and New Mexico
This team is dedicated to nurturing long-term partnerships with specialty retailers across the country.
Looking Ahead
SHRED. is poised for growth, combining direct distribution with Winter Sports Retailers membership. This new structure focuses on service and sell-through, which they will showcase at the Winter Sports Market tradeshow in Salt Lake City. Retailers are invited from January 29th to 31st to see SHRED.’s new line in Booth 225.
About SHRED.
Founded in 2006, SHRED. is renowned for its passion for innovation. Their products range from Contrast Boosting Lenses to ‘invisible protection’ gear, helping athletes perform their best. Available in over 40 countries, SHRED. remains committed to unmatched performance and comfort. Discover more at shredoptics.com.
SHRED.’s strategic return to direct US distribution and its focus on innovation and partnership sets the stage for a robust future in the market. With a dedicated team and breakthrough products, SHRED. is well-equipped to support retailers and revolutionize the eyewear and protection industry.
