Icebreaker
VF Corporation · New Zealand
Icebreaker is a New Zealand outdoor and merino wool apparel brand founded by Jeremy Moon in 1995. It was acquired by VF Corporation, the owner of The North Face, Vans and Timberland.
| Founded | 1995 |
|---|---|
| Founder | Jeremy Moon |
| Owner | VF Corporation |
| Country | New Zealand |
| Segment | Sportswear and outdoor |
| Website | icebreaker.com |
What is Icebreaker?
Icebreaker is a New Zealand outdoor apparel brand built around merino wool. It was started by Jeremy Moon in 1995. The brand is best known for natural-fibre base layers and outdoor clothing.
Ownership
Icebreaker was bought by VF Corporation, the US group that also owns The North Face, Vans and Timberland. New Zealand media reported the purchase price as NZ$288 million, according to a decision of the country's Overseas Investment Office, while the original deal terms were not disclosed. Icebreaker sits in VF's outdoor portfolio next to Smartwool, another merino specialist. Readers should check the group's current filings for any later change in ownership, as portfolio reviews at large apparel groups are frequent.
Products and positioning
The brand focuses on merino wool in base layers, midlayers and outdoor apparel, sold at a premium price point. Its natural-fibre story is the core of its positioning in a category otherwise dominated by synthetic fabrics.
- Merino wool base layers
- Outdoor and everyday apparel
- Premium positioning in natural fibres
Business model and distribution
As part of a large apparel group, Icebreaker is sold through specialist outdoor retailers, its own online shop and group channels. The sources consulted for this profile do not give a verified breakdown by channel, so no figures are given.
Why it matters
Icebreaker helped establish merino wool as a mainstream performance fabric in outdoor clothing. Its sale to VF is a notable example of a New Zealand founder-led brand being absorbed into a global apparel group.
Frequently asked questions
Who owns Icebreaker?
Icebreaker is owned by VF Corporation, the group behind The North Face, Vans and Timberland. New Zealand media reported the price as NZ$288 million.
Where is Icebreaker from?
Icebreaker is from New Zealand. It was founded by Jeremy Moon in 1995.