Gore Wear, the W.L. Gore & Associates apparel label previously known for its functional apparel for cycling, running and cross-country skiing, has unveiled a new wholesale approach and a more focused product portfolio. In a press release for the North American market, the brand announced that it will refocus its consumer apparel by investing further in the cycling category. The Gore fabric division had already combined its Gore Bike Wear and Gore Running Wear brands into one brand in 2018. This next phase of realignment, which focuses on key products, key regions and key distribution channels, was fueled by the global momentum in cycling, according to Gore.

Meanwhile, Gore Wear is also restructuring its wholesale business to focus on a few select retail partners in key distribution channels, as well as a North American distribution partnership with Quality Bicycle Products (QBP) for the IBD specialty channel. Kevin King, North American sales & marketing leader at W.L. Gore & Associates, said that while retailers will no longer have direct access to Gore Wear products, the partnership with QBP will not only simplify the ordering process for independent retailers, but also make the brand available to more retailers in the U.S., and therefore more consumers. The brand said it will continue to support its existing retail partners in North America during the transition through July 2021. Beginning March 1, 2021, QBP will carry the full line of Gore Wear cycling products.

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