Share the post "CamelBak accelerates in France with a direct-to-consumer model"
The transition, finalized in January 2026, marks a new stage in Revelyst’s multichannel strategy and confirms its lasting commitment to the French market.
The brand is successfully deploying its model combining direct-to-consumer (DTC) sales and dealer-direct distribution in France. A strategic evolution that affirms a resolutely customer-centric approach connected to the entire market.
Created in October 2023 following the split of the Kinetic Group from Vista Outdoor, Revelyst has chosen to adopt a multichannel strategy in France for CamelBak, Giro Sport Design, and Bell Helmets, building on the success achieved in the United Kingdom.
By engaging directly with retailers and consumers, CamelBak intends to strengthen the brand’s presence, optimize service levels, and ensure a consistent experience across all distribution channels.
A solid local organization and efficient European logistics
Since January 2026, Revelyst has been directly managing the sales, distribution, and development of CamelBak in France. Local operations rely on the company’s infrastructure in Annecy.
Logistics are handled by a 26,000 m² European distribution center located in Eindhoven, Netherlands, operated by a global third-party logistics provider (3PL). This organization ensures fast delivery times, better product availability, and scalable capacity to support future growth.
The objective: to support sustainable growth, strengthen collaboration with commercial partners, and create closer ties with French consumers.
The advantages of the direct model for the French market
By adopting a direct distribution model, CamelBak offers:
- Full access to the outdoor product portfolio: the entire range available through selected partners and dedicated digital channels.
- Priority access to new products: innovations and limited editions available as a preview for the French market.
- Dedicated support infrastructure: direct communication for product information, technical assistance, and brand engagement.
- Logistics based in the European Union: stock managed by Revelyst’s European service center, ensuring fast restocking and reliable service standards.
“The shift to a customer-centric model is a key step in bringing CamelBak’s world-class design and innovation closer to the French market,” says Jeff McGuane, President of Revelyst Adventure Sports. “We place major importance on our relationships with our partners, and this evolution reflects our desire to offer a more personalized and engaging experience for everyone.”
A new visual identity to accompany this evolution
Alongside this strategic transformation, CamelBak is unveiling an updated visual identity. True to its performance-oriented heritage, the brand adopts a more contemporary and forward-looking expression.
This repositioning is part of a broader dynamic focused on customer experience, service quality, and innovation, opening a new chapter for the brand in France.
French partners and consumers can expect new announcements in the coming months.
Retailers wishing to join the CamelBak distribution network in France can find more information here:
https://fr.camelbak.com/become-a-dealer.html
Share the post "CamelBak accelerates in France with a direct-to-consumer model"
