Ecco laStarting in January 2027, X-Bionic will take over the direct management of the Italian market. The move was officially announced on June 18 in Montebelluna, during the press event dedicated to the presentation of the new Terraskin X03, confirming a decision that was already known within the industry.
During the press meeting, Flavio Guarnier, chief product officer, explained that Italy represents a strategic market for the brand. This central role has led the company to strengthen its direct presence in the country, with the aim of creating an even closer dialogue with retailers, commercial partners and specialist operators.
The distribution partnership with Colmar will continue until December 31, 2026. X-Bionic thanked the Group for the work carried out over the years, which has been essential in supporting the development of the brand in Italy and consolidating relationships with clients and partners.
This new phase is further strengthened by the arrival of Günther Hell, who joined the company in April 2026 as country sales manager. Hell brings with him extensive experience in the sector, gained also through around 15 years at Sport Alliance International, and will be responsible for developing the brand commercially in the Italian market, strengthening relationships with retailers, partners and specialist operators.
A concrete sign of this new phase had already emerged in Riva del Garda, during OUTDOOR & ORBDAYS 2026, where the company presented itself directly to Italian and international market operators to showcase its SS27 collection. The decision to take part in an event that is increasingly central to the European outdoor community confirms X-Bionic’s intention to strengthen its dialogue with the trade, within a high-profile setting that this year brought together more than 8,000 professionals, 250 exhibitors, over 400 brands and 2,700 retailers and buyers from 59 countries.
The presence in Riva del Garda therefore represented a coherent step within the brand’s new strategy: getting closer to the market, retailers and specialist operators, while also enhancing its sports-tech identity in an international context dedicated to outdoor, running and performance.
With this evolution, X-Bionic reaffirms the importance of Italy within its growth strategy and aims to consolidate its positioning, continuing to invest in innovation, performance, trade relationships and commercial development.
