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Suunto and Tech Data enter strategic distribution agreement in Europe

Sports — 14 července 2021

HELSINKI (July 14, 2021) – Suunto, the global leader in sports watches, dive computers and precision instruments, enters strategic distribution agreement with Tech Data, one of the world’s largest consumer electronics distributors. With the comprehensive partnership, Tech Data takes over order fulfillment of Suunto outdoor products to EMEA wholesale and retail customers.


The Tech Data agreement follows Suunto’s recent strategic refocus on the fast-growing outdoor and adventure-oriented user segments. With its deep understanding of the field and innovative approach, Suunto is well-positioned to capture this growth trend. Accordingly, Suunto will in the coming years build its sports watch portfolio on its outdoor and adventure strengths, continuing the recent and hugely successful launch of Suunto 9 Peak, the thinnest, smallest, and toughest watch Suunto has ever introduced.


“We’re excited to enter this partnership as it offers Suunto a way to further improve our order fulfillment capability and also allows for significant business scalability to match our growth ambitions.” With Tech Data we’re also opening access to consumer electronics retailers, a new sales channel for us, says CEO & Brand President Heikki Norta of Suunto.


With the agreement, Tech Data covers Suunto’s distribution needs in Europe with its extensive footprint and globally proven operational excellence.


“Suunto’s products cater to the growing demand for impeccably designed digital devices that combine data connectivity and integration with leading specialist leisure and sports applications. We look forward to extending Suunto’s reach beyond its existing customer base through our extensive partner ecosystem of leading retailers through the specialisation, strength and scale of our sales teams, digital marketing and ecommerce platforms, and central supply chain across the region”, comments Luc van Huystee, Vice President for Mobility and Consumer Electronics Solutions at Tech Data.


“I am super excited about our cooperation with Tech Data as it allows us offer our retail customers world-class delivery capabilities in European markets. With Tech Data we can accelerate our business growth in European markets by expanding our channel coverage in fast growing wearables market. Our wholesale customers can expect a gradual and smooth transition during the remainder of 2021 to the new distribution model “, says Juha Ala-Laurila, Vice President, Sales & Marketing from Suunto.


About Suunto
Suunto stands for adventure. Pioneering exploration has been in our DNA since 1936, when Finnish orienteer Tuomas Vohlonen set out to create a more accurate compass, and subsequently invented a new method for manufacturing liquidfilled compasses. Today Suunto is at the forefront of design and innovation for sports watches, dive computers and instruments used by adventurers all over the globe. Suunto’s headquarters and factory are in Finland. We are part of Amer Sports along with sister brands Salomon, Arc'teryx, Peak Performance, Atomic and Wilson.


For more information, please contact:

  • Juha Ala-Laurila, Director, Suunto Sales & Marketing, Suunto, tel. +358 50 553 4773.
  • Matti Juntura, Director, Suunto Supply Chain Management, tel. +358 9 87587.