Farm Rio is delving into the category for the first time, and Alps & Meters is looking to fortify its U.S. business as well as distribution in other countries. Both brands’ expansion efforts coincide with the ski industry’s efforts to woo more visitors.
Farm Rio, a 25-year-old Brazilian lifestyle company, is looking to be part of that growth, and launches skiwear at the end of November.
The company has annual sales of $215 million in Brazil and $85.4 million in other countries, according to Barreto. With the debut of a nine-piece ski collection, Farm Rio is trying to encourage shoppers to dress happily by favoring bold colors and prints, just as Brazilian consumers do. The different seasonality in the U.S. and Europe versus in Brazil presents a new opportunity to wear summery-spirited designs all year-round, Barreto said.
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