Entrepreneurs - Icebreaker

Icebreaker adventure wear

Icebreaker was launched in 1996 and is now a globally successful New Zealand exporter.

It is the market leader in merino outdoor clothing, with products sold in 1400 stores across 20 countries.

The company has been on the Deloittes Fast 50 and has experienced incredible growth.

Chief Executive Jeremy Moon says design 'is at the heart of the brand,' and his intention from the beginning was to create an international brand.

Jeremy Moon

Recent involvement as a member of the Design Industry Taskforce clarified for Jeremy that there were only two stark choices for New Zealand exporters: to be the best or to be the cheapest.

'It is impossible to be the cheapest – that is China’s job. For a small country to be best, it works only if we think niche.'

Department Details:
Marketing