Flaxta announces North American Expansion

Flaxta is excited to announce a continued expansion into Canada and the United States, which includes new products, as well as increased distribution through partnerships with retailers and sporting goods stores.

Founded in 2018 in Stockholm, Sweden, Flaxta was established with a genuine passion for skiing and snowboarding, and a strong commitment to redefining sports protection. Its line of snow sports helmets, award-winning goggles and innovative back protection, has received widespread recognition, including awards and praise from industry magazines, satisfied customers, and athletes around the world.

With more than 250 dedicated retail partners across Europe and a growing network of distributors, retailers, and fans worldwide, the brand is thrilled to grow its presence in North America and continue expanding the world of Flaxta.

 “Seeing the positive reception our brand and products have received in our key markets in Europe makes me incredibly proud and honored. Bringing Flaxta to North America is a major milestone for us and we can't wait to put more energy into expanding there. We see a lot of potential and can't wait to share our products, concepts, and brand with an even larger audience”.

Sven Taube, Global Sales Director of Flaxta.

As part of its expansion into North America, Flaxta will introduce new products and enhance its reach through strategic partnerships with retailers and sporting goods stores. This will provide skiers and snowboarders in North America with easier access to Flaxta's high-quality and safe products, allowing them to experience the brand's commitment to excellence first-hand.

For the North American expansion, Flaxta has teamed up with SB Sports INC. 

 “I'm excited to spearhead the expansion of Flaxta to North America! With over 100 years combined snow sales experience in our organization we are confident that with the support of our trusted local business network, best in class sales agents, retail partners and brand ambassadors, we will establish a strong presence and drive growth for Flaxta in Canada and the United States."

Peter Appleton, CEO and founder SB Sports INC.

With a range of products and concepts designed for style, performance, and innovation, Flaxta has earned the praise and recognition of customers, athletes, and retailers alike.

The popular Deep Space helmet collection, the revolutionary Behold back protector, and the unique Flaxta ID concept are just a few examples of the Flaxta’s commitment to quality and creativity. The brand also offers a full Junior collection of goggles, helmets, and back protection, making Flaxta a mandatory consideration for everyone looking prioritizing protection and comfort while skiing or snowboarding.

The driving force behind Flaxta are a group of dedicated individuals with a passion for sports and a commitment to innovation in sports protection. With years of experience in the sporting goods industry, as well as with globally recognized brands, the team brings expertise and a commitment to quality and safety to every product they create.

 “We've put a lot of hard work and dedication into establishing the brand and growing the product line. Seeing Flaxta grow and being so well received is truly a testament to the passion and dedication from the entire team at Flaxta and all of our partners, retailers and brand ambassadors. The establishment of Flaxta in North America is a natural and exciting next step for us, and we look forward to continuing to push the boundaries of sports protection."

Sven Taube, Global Sales Director of Flaxta.

With its innovative products and dedicated team, Flaxta is poised for continued growth and success on the North American market. The brand is committed to leading the way in sports protection and making a positive impact on the industry and the athletes who depend on its products.

For additional information or any questions about Flaxta, please contact:

Ola Melin, CMO at Flaxta
ola@flaxta.com

Peter Appleton
peter@sbsportsinc.com

Behold Back Protector

Behold is the most ventilated, flexible, and low-profile certified back protector on the market. With the Behold back protector, Flaxta wants to make back protection accessible to all skiers and snowboarders, especially those who find current options too stiff, warm and bulky. 

Praised by the magazines and most importantly – satisfied customers around the world. Used and preferred by Henrik Harlaut – the most decorated skier in X Games history and considered one of the most innovative and influential skiers of all time.

Learn more at flaxta.com/Behold  

Deep Space helmet collection

Flaxta’s collection of Deep Space helmets includes four distinct helmets, each designed with a holistic approach to protection and comfort. Deep Space draws on inspiration from across time and space, offering safety, comfort, and an ideal fit for all-mountain exploration. Incorporating a number of award-winning features such as Mips, Primaloft, twICEme, and Recco.

Learn more at flaxta.com/DeepSpace

Flaxta ID

Flaxta ID is a revolutionary new way to personalize your Deep Space helmet and gives you the freedom to create a helmet that truly reflects your unique style and personality. Choose from a variety of design accessories to make your helmet stand out.

Learn more at flaxta.com/ID

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Goggles

Flaxta’s goggle collection has been designed to meet the needs of skiers and snowboarders of all levels, and for all types of faces and preferences. The collection includes a variety of styles and sizes, so you can find the ideal fit for your face and style

All of the lenses have been developed in close collaboration with ZEISS and feature Flaxta's Enlight technology, which boosts contrast and improves reaction times to make you safer on the mountain. 

Learn more at flaxta.com/Goggles

Flaxta Junior

Protection for the young and fearless – Introducing our collection of snow sports gear for kids! All of Flaxta's Junior goggles, helmets, and back protection are all based on the adult versions. Designed with a unique approach to comfort, style, and innovation, making them perfect for kids who want to look and feel their best on the mountain.

Learn more at flaxta.com/Junior 

About Flaxta

Flaxta was founded in 2008 in Stockholm, Sweden, and was established with a genuine passion for skiing and snowboarding, and a strong commitment to redefining sports protection. Its line of snow sports helmets, award-winning goggles and innovative back protectors, has received widespread recognition, including awards and praise from industry magazines, satisfied customers, and athletes around the world.