- The company will increase its emphasis on North America in the future.

66°NORTH has founded 66°NORTH USA, a wholly owned subsidiary, to handle the affairs of the company in the North American market. In the past five years, the company had an American distributor, who took care of distribution and sales in the USA and Canada. 66°NORTH has decided not to continue that arrangement, and instead to open a dedicated subsidiary with offices in New York. "This means we gain full control of our brand, and its pricing and positioning in the market," says 66°NORTH's CEO, Halldor Eyjolfsson. "This is the next step in increasing the distribution of the brand and aiming for further success in this large and highly competitive market.”

The company has been expanding rapidly with greatly increased exports. Today, 66°NORTH clothes are sold in 15 countries. "This rapid growth is because of the successful and distinct work that we have done in design and marketing in the past few years,” says Mr. Eyjolfsson.

As 66°NORTH continues to gain popularity worldwide, the potential for success in the USA is clear.  Matthew Hershey, Managing Director for 66 North USA, brings a wealth of knowledge and expertise in the outdoor industry. He is optimistic about the brands future in the USA and says it can hold its ground against players such as Helly Hansen. “66°NORTH is a high end outdoor brand, and our goal in the U.S. is to turn our focus back to the core outdoor retailers. Our designers have created an amazing product line for 2008-2009, and we look forward to reaching a broader audience and increasing our brand penetration for the future.”

When asked if 66°NORTH is considering opening a permanent store in New York, Mr Eyjolfsson said the company was concentrating on opening several new European stores in the near future. "Some very exciting times are awaiting us at 66°NORTH, both in Iceland and abroad. We will be releasing some wonderful news concerning the company very soon.

About 66°NORTH

66°NORTH Ltd. is one of Iceland’s oldest manufacturing companies. It was established in the year 1926, it's been a longtime leading innovator in the creation of specialised clothing for use in the toughest conditions on land and sea. 66°NORTH Ltd also prides itself on being an expert in the production of supreme quality clothing for sports and leisure. Not only does 66°NORTH have happy customers, but an impressive list of awards for its designs and marketing campaigns.

Today, the company employs a team of over 300 people. It has 9 stores in Iceland under the names of 66°NORTH and Iceland Gift Store, as well as a store in Latvia and two stores in Lithuania. Furthermore the 66°NORTH apparel is sold in retail stores across Europe and North America.

For further information about 66°NORTH visit our international website, www.66north.com or contact our Vice President of Marketing, Helga Viðarsdóttir, helga@66north.is.