Foreign Growth for 66°North -- Success in Latvia

(PRWEB) February 24, 2007

Icelandic outdoor wear company 66°North, which is already prominent in garment production and retail in Latvia, is increasing its activities with the opening of a new store. The company is Iceland's largest manufacturer of outdoor and work clothing.

66°North recently opened its fourth retail store in Riga, the capital of the Baltic state Latvia. The shop is located in AZUR, a new 25,000 sq m (269,000 sq feet) shopping centre. Along with a total of four stores in Riga, the company operates two manufacturing plants in Latvia, and the 66°North brand has consequently become well known in the country.

Success in Latvia

Halldor Eyjolfsson, CEO of 66°North Ltd., says that the company's penetration into the Latvian market has been successful. Sales have increased by 30% between years, and he foresees that the new store will increase the brand's sales. Foreign sales of Icelandic outdoor clothing have increased dramatically, and clothes with the 66°North brand are now sold in ten countries. Mr. Eyjolfsson says that the company is now mainly targeting foreign markets for future growth.

About 66°North

66°North (http://www.66north.com) recognizes that for a company designing outerwear for all occasions, they have the most perfected test laboratory in the world -- the country itself. Icelanders are long used to fighting the elements while simultaneously seeking to coexist with them. Every expedition through the years -- on sea or land -- has had an uncertainty to it: will we be caught in a blizzard? 66°North have been aware of this from the start.

At first, the company made protection wear for fishermen -- an occupational group always at the mercy of the forces of nature. It didn't take 66°North long to move on to outdoor wear for the country's ever vulnerable population. A few years after its founding, the company was producing coats, jackets and work apparel for men and women. In the years since its foundation, the company has seen many revolutions within the outerwear industry: most noticeably the development of fleece and hi-tech breathable materials.

66°North's outdoor clothing provides the wearer with a protection shield against the forces of nature. Three keywords have sprung from the company's dedication to all kinds of outdoor activities: 66°North wants to provide outdoor enthusiasts with protection, comfort and endurance.

Living in the extreme Icelandic weather conditions, with weather often changing from sun to rain to sleet to snow to sun within an hour, 66°North know that versatility is of major importance in the design of outerwear. But they also know that different activities require outerwear that perfectly suits the conditions in question. Thus, their lines include high performance gear, active wear, travel and leisure clothing and inner clothing.

While the active wear consists of a versatile line of excursion apparel and skiwear, the high performance gear is 66°North´s most advanced clothing. This gear is tested by the company's most demanding clients: the Icelandic Rescue Team and a selection of athletes. 66°North's collaboration with the Rescue Team means that the gear is tested in the roughest of conditions -- when the rest of the Icelandic population relies on the safety of their homes to fight the cruel weather. Designing outerwear for the Rescue Team also means that the clothes need to be perfectly comfortable due to the long time spent in blistering storms and hard physical activity. The travel and leisure line consists of all-round sportswear, perfect for either travel or daily wear.

The company has another test ground for equally demanding customers. Icelandic children benefit from the country's safe society and therefore spend more time outside than children in other countries. If they were to wait for the sun to come out, or even come up, Icelandic children would spend most of their time inside. 66°North provides Icelandic children with clothes to fight the weather, allowing them to enjoy the riches of outdoor life.

The 66°North clothing, tested on the most demanding customers of all, suits all kinds of outdoor activities as well as being perfectly comfortable daily wear.

For more information visit our international websites, http://www.66north.com.

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