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ASB MAGAZINE:  Electric California, have appointed a new distribution partner in Australia & New Zealand. The company, trading as Electric Distribution Partners, will be led by Commercial Partner Ben Rennie & Director Steve Fisher of Sportfactor & Giro.


Ben brings over 25 years of experience working with brands including Nike, Oakley, Boxfresh, Patagonia, Herschel & Arnette. Steve Fisher has 20+ years in global brand strategy and growth in the winter sports sector and is the current Australian partner for Elan Ski, Giro Snow, Outdoor Tech, Bolle and Standard.


Ben Rennie will be responsible for leading Electric Australia’s strategy to support the company’s future growth in Australia and New Zealand. Ben has served as CEO for RENY Group, where he was responsible for creating and executing brand strategy including digital & growth marketing for brands including Nike, Herschel, Australia Post, Westpac, Tourism Australia, BHP & Kellogs.


As a former Luxottica executive, Ben has been involved strategically in the rollout of high-profile eyewear brands including the acquisition of Oakley by Luxottica in 2006, along with Ray-Ban, Chanel, Dolce & Gabbana, Polo & Vogue and has consulted to eyewear brands including Tsubi, Seafolly, Sass & Bide, Electric & Belstaff.


“Ben & Steve are proven leaders with more than 40 years of combined experience in branded goods & eyewear. We look forward to their strong leadership partnering with Electric throughout ANZ as we continue to innovate product solutions to drive our robust innovation agenda across our global business,” said Eric Crane, Chief Operating Officer, Electric, Inc.


Ben & Electric Distribution Partners (EDP), joined Electric on 1st of June 2020.


ABOUT ELECTRIC: Designed in California and made in Italy, Electric is rooted in and inspired by Southern California’s rich music, art, surfing, snowboarding and active-lifestyle cultures. Our global headquarters is located in the beachside town of San Clemente, California. Working with the best factories in Italy, every one of our sunglasses is thoughtfully designed, meticulously crafted and features the best materials and high-standard processes that Italian sunglass manufacturers have known the world over.

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