Shake-up for Icebreaker

Icebreaker is redesigning its business.
Icebreaker is redesigning its business.

Merino clothing producer Icebreaker is merging its New Zealand and Australian business into one e-commerce, retail and wholesale company led from Auckland.

The outdoor apparel business, founded in Wellington in 1994 by Jeremy Moon, has hired ex-Michael Hill International general manager Greg Smith to run the trans-Tasman multi-channel operation as its new general manager.

Moon said Icebreaker needed to redesign its business to accelerate growth in both countries.

"Aligning people and performance is critical to Icebreaker's growth strategy," he said.

"As we step up to the next level, it's all about the people we attract to our mission of bringing New Zealand merino to the outdoor market, and how we engage as a team to deliver an outstanding experience for our customers."

Human resources manager and former restaurateur Nicola Simpson has been hired as Icebreaker's new general manager of people and performance as the business expands globally, and will work from its new Auckland office alongside Smith from July.

Icebreaker merino clothing is sold in more than 3000 stores in 43 countries.