Icebreaker then used a phased approach over the following 2–3 years to ensure impact on NZ manufacturing was minimal. It commenced trials to move production to China in 2003 and delivered first product from offshore manufacture in early 2004. Icebreaker has moved its manufacturing from New Zealand to China. In 2009, The New Zealand Herald named Icebreaker's Moon one of the country's top business leaders.
Icebreaker has been the subject of two case studies by Harvard Business School. The company opened its first store in the SoHo neighborhood of New York City in November 2010, to be followed by continued retail expansion. In 2010, Icebreaker opened its first store in Auckland and its first independent store in Europe, in collaboration with Travel Store SARL as retail partner, at 21st Avenue Michel Croz, Chamonix, Mont-Blanc, France. In 2007, Icebreaker opened its first overseas TouchLab retail stores in Montreal, Quebec, Canada, and Portland, Oregon, USA. It opened its first retail store at the Wellington International Airport in 2005. Icebreaker sells through wholesale channels, retail stores, and its website. sales and marketing office with its global design studio at a new headquarters at 1330 NW 14th Avenue in Portland, which was Gold certified by the Leadership in Energy and Environmental Design (LEED) green building rating system established by the U.S. It moved offices to Portland, Oregon in 2007 and, in December 2008 combined its U.S. The company's first United States headquarters were in Santa Barbara, California and then in Sun Valley, Idaho. In 2014 company sales were approximately $200 million. In 2010 company sales were approximately $100 million. In 2010, one in every three Icebreaker garments was sold in Europe, now one of Icebreaker's largest markets. The company has been growing in Europe and acquiring its distributors there. Icebreaker began selling its products in New Zealand, followed by Australia. They had developed some prototype thermal underwear made from 100% pure New Zealand merino wool, a fibre that was then of such little value that it was sold at low cost to be blended with traditional wool.
Brian and Fiona Brakenridge lived on the remote Pohuenui Island in Marlborough with their two sons Ben and Sam and 5,000 sheep. Icebreaker started when, in 1994, an American girlfriend introduced Jeremy Moon, then 24, to a merino wool farmer she had stayed with as she backpacked around New Zealand. Icebreaker was founded in 1995 by Jeremy Moon, and now supplies its clothing to more than 4,700 stores in 50 countries. The company began by specialising in the creation of merino base layers and now offers underwear, mid layers, outer wear, socks and accessories based on natural fibers. Icebreaker was conceived and designed around the philosophy of sustainability, using natural fibres, environmental and social ethics, and animal welfare. It was purchased by VF Corporation, a NYSE listed entity in 2018. Icebreaker is a merino wool outdoor and natural performance outdoor clothing brand headquartered in Auckland, New Zealand.
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