Headwear Brand Martha Expands to US With Brick & Mortar Only Distribution
Martha kicks off in the US with a bold move in its go to market strategy: products will only be available for purchase in brick & mortar surf, skate and outdoor stores. The brand purpose is to influence in-store shopping culture, promote window shopping, and positively impact local businesses.
Martha is already present in 14 stores in California. Among them are old-time classics such as Bing in Encinitas, Mountain Air Sports in Santa Barbara, Pancho’s Surf Shop in Pismo Beach, Wavelengths in Morro Bay and Surf Hut in Imperial Beach.
In parallel, Martha is forming its national sales team to gain presence across the country. This team is led by Albert Shim as Sales Manager. With almost 20 years of industry experience, Shim has worked for top brands and already placed the team’s newest and recognized sales reps: Steve Mendelson in Socal, Bud Freitas in Norcal, Craig Frick in Florida and Alabama, Celey Rodriguez in Puerto Rico and The Caribbeans and Black Dog Sales led by Ian Decker and Shondia Houtzer in The Rockies.
A successful launch took place at past Surf Expo, with the whole industry recognizing Martha as the company with a bright future.
Martha designs, manufactures and markets sustainable clothing accessories. Headwear is the company’s flagship category, catapulting Martha to 5x growth in 5 years as a nationally recognized brand in Argentina.
100% of the products are made with at least 80% recycled materials, making Martha a Certified B-Corporation. Fabrics and other components such as hat brims, are made of recycled polyester returned from pre and post consumer plastic.
Since 2020, Martha has worked in collaboration with Patagonia Inc. upcycling end products and transforming them into new products. Martha’s latest Patagonia collab included wallets and waist bags recycled from wasted fishing waders and jackets.
The brand works in two verticals: surfing and outdoors. A wide range of travel-related sports, including surfing, skateboarding, rock climbing, trekking and camping, are used to identify the brand and connect the two worlds.
The company has an office in Asia. Supply Chain Director Neil Johnson is based in Hong Kong, where production is sourced, controlled, and deployed.
The warehousing facility is located in Los Angeles, California, delivering to all 50 states with a lead time of 2 to 10 days.