As part of its redeployment across Europe, GoLite has appointed...

As part of its redeployment across Europe, GoLite has appointed Essential Basics as its agent for the Benelux countries. The agent already deals with Superfeet insoles, Teko, the American brand of merino wool outdoor socks with a focus on sustainability. and Turboflame, a British brand of outdoor lighters. The Benelux distribution of GoLite, an American brand of light apparel and equipment, was halted three years ago, but Basic Essentials is confident of rebuilding it rapidly, due to the fact that it services about 80 percent of specialist outdoor stores in the Netherlands and Belgium with Superfeet. GoLite has been organizing its distribution around Europe in the last three years after the appointment of Mark Flanagan, former U.K. sales manager for Columbia Sportswear, as head of GoLite’s European operations and later on of the entire business outside North America. The brand has since found partners in all major European countries with the exception of Italy, which should be added in the next months. The international distribution of GoLite apparel and equipment is handled by Coupounas, named after the brand’s founders, Kim and Demetri Coupounas. Four years ago they sold the GoLite brand to Timberland, but then obtained a free license for the brand’s apparel and equipment. For two years Timberland made footwear under the GoLite brand but it ended up licensing the footwear to another party.