SUUNTO Shifts to Direct Distribution Model for Dive Channel

January 2, 2025

The move looks to streamline operations and align dive with other business units

Vantaa, Finland, January 2, 2025 /OUTDOOR SPORTSWIRE/ – Suunto, makers of navigational equipment for adventures above ground and underwater announced that as of January 1^st, 2025, the brand will distribute its products directly to the Dive Channel in North America. This move includes Independent Dive Centers, Dive Instructors and Schools and all other Authorized Resellers.

“We would like to thank Huish Outdoors for their near decade of partnership and want you to know that this decision was made better align the Suunto Dive business with the operating model of Suunto’s other Business Units,” said Dan Suher, Head of Sales, Americas for Suunto.

Beginning immediately, the brand will be working swiftly to get all current Suunto retailer partners set up with their direct purchasing accounts. The brand anticipates this move serving as a net benefit for retailers, consumers and Suunto as it will mean more direct lines of communication and more funds to invest in the Dive channel.

For retailers, the move means margins and related terms will meet or exceed those previously provided by the third-party distributor. The marketing of Suunto Dive products both at the brand awareness level and at the grassroots/local level will be dramatically increased because of this change.

A new wholesale price list will be available in the coming days. As a thank you for filling out the new paperwork, Suunto will offer authorized accounts an additional discount on their first direct order in January.

About Suunto

We stand for adventure. Pioneering has been in our DNA since 1936, when Finnish orienteer Tuomas Vohlonen invented a more accurate and reliable compass. Today, Suunto is at the forefront of design and innovation for sports watches, dive computers, compasses and digital services used by adventurers and athletes around the world.

We pride ourselves on the fact that Suunto products are not only robust, but also have an everyday aesthetic that reflects our Nordic identity. Suunto’s headquarters and own factory are located in Vantaa, Finland.

Press Contact

Eric Henderson
EHenderson@MeteoritePR.com