Case Study: Icebreaker achieves global brand consistency, $100K annual savings and faster time-to-market with Brandworkz

Icebreaker - Customer Case Study

Icebreaker is a New Zealand–headquartered outdoor apparel brand that pioneered merino-wool activewear and today operates across eight markets with distributors in 30+ countries and products in roughly 2,000 stores. As the business and number of local teams, retailers and external partners grew, Icebreaker struggled to control and consistently communicate its brand stories, values and digital assets—so it needed a single, scalable brand management solution.

Brandworkz delivered The Station, an online brand management platform combining digital asset management, brand guidelines and web-to-publish toolkits so global teams and retailers can access approved logos, imagery, campaigns and customizable POS instantly. Adoption was 40% higher than expected (retail teams make up 53% of users), ad-hoc creative costs were cut by about $100,000/year, time-to-market for new collections fell by one month, out-of-date imagery was virtually eradicated, and brand consistency and marketing productivity improved—supporting Icebreaker’s continued growth.

Icebreaker

Rachel Schnurbusch

Global Marketing Operations Manager