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ASB MAGAZINE: Hydro Flask, the award-winning leader in high-performance, insulated stainless steel flasks and parent company Helen of Troy Limited will expand its growing global presence into the Asia-Pacific market. Hydro Flask will launch into Australian retailers through a new strategic partnership with Surf Composites. Key channels include surf, dive, skate, active lifestyle, outdoor and sporting goods.

“We’re excited to expand our footprint in a market that so clearly resonates with our brand,” said Mike Wallenfels, Global Vice President of Sales at Hydro Flask. “Australia’s active, outdoor lifestyle perfectly aligns with our mission to save the world from lukewarm. This is a key step in opening the door for consumers throughout the Asia-Pacific region to bring Hydro Flask along on their everyday adventures.”

Hydro Flasks parent company, Helen of Troy Limited is a leading global consumer products company with a strong portfolio of well-recognized and widely-trusted brands, including Hydro Flask, Braun, Vicks and Honeywell. For fiscal 2018, Helen of Troy Limited expects consolidated net sales revenue in the range of US $1.5 billion.

“Hydro Flask is a natural fit for Australia,” said Dave Byrne, owner of Surf Composites. “From the surf and beach communities to the outdoor enthusiasts, I’m thrilled to serve as distributor to bring the brand to thousands of customers who have been eagerly awaiting its arrival.”

Australian freesurfer Asher Pacey will help launch Hydro Flask’s presence in this market as the brand’s newest action sports and active lifestyle ambassador. Alongside the growing lineup of Team Hydro members, Pacey will help promote the brand’s mission and core values while sharing stories of inspiration through his social media channels. Pacey will also drive awareness for the brand through a series of short films featured on Hydro Flask’s website.

According to Surf Composites Neil Kelley, Hydro Flask has already been tested in Australia with a soft launch and a  small capsule range in premium surf and outdoor retailers. Kelley asserts that Hydro Flasks primary directive is in the Action Sports market and that follows the company’s current North American partnership with the World Surf League”

“The reaction from major accounts like City Beach has been incredibly strong,” continued Kelly.

“For independent retailers this is an exciting new category we are opening for them. Showings will commence in January for delivery as early as March.”

“In the USA we’re seeing Hydro Flask in the likes of Huntington Surf and Sport, Active Ride, Tilly’s and Jacks as well as the major brand stores like Rip Curl, Quiksilver and Billabong,” said Neil Kelley.

“Hydro Flask have collaborated with a few of these brands, with SMU collections like DC for example, in addition to the WSL branded flasks,” said Kelley.

Kelley says the brand awareness is high because of the World Surf Leagues webcasts and there will be more activations when the WSL resumes schedule in March, 2018.

“The surf channel has a responsilbilty to do our bit towards sustainability and a movement away from single use items. The WSL have done a fantastic job, through their global partnership with HydroFlask and we’re excited to bring the product to market here,” concluded Kelley.


About Hydro Flask

Hydro Flask is the award-winning leader in high-performance, insulated stainless steel beverage and food flasks. Founded in 2009 in Bend, Oregon, Hydro Flask is committed to bringing customers Unexpected Refreshment each and every time through the unique combination of temperature, taste and transport. Every bottle features TempShield™ double wall insulation to keep beverages at the desired temperature, 18/8 pro-grade stainless steel to ensure pure and refreshing taste, and durable powder coat and ergonomic design for the ultimate in transport. Hydro Flasks are stylish, BPA-free, recyclable, and backed by a lifetime warranty. Our giving program, Parks for All, supports the building, restoring and maintaining of public green spaces so people everywhere can live healthier, happier and more fulfilled lives. Learn more about Hydro Flask, Parks for All, and our mission to save the world from lukewarm at


About Helen of Troy Limited

Helen of Troy Limited is a leading global consumer products company offering creative solutions for its customers through a strong portfolio of well-recognized and widely-trusted brands, including OXO®, Hydro Flask®, Vicks®, Braun®, Honeywell®, PUR®, Febreze®, Revlon®, Pro Beauty Tools®, Sure®, Pert®, Infusium23®, Brut®, Ammens®, Hot Tools®, Bed Head®, Dr. Sinatra®, Dr. David Williams, and Dr. Whitaker®. For fiscal 2018, the Company expects consolidated net sales revenue in the range of US$1.560 to $1.585 billion, which implies consolidated sales growth of 1.5% to 3.1%.  For more information about Helen of Troy Limited, please visit