SHRED. Announces Fully Built US Sales Team and Renewed Commitment to Specialty Retail

January 15, 2026

Back in direct control of US distribution, the independent eyewear and protection brand joins Winter Sports Retailers and strengthens its partnership with US specialty retailers

Park City, Utah (January 15, 2026) /OUTDOOR SPORTSWIRE/ — Building on the strong market traction of its latest product innovations, SHRED. announces its fully built US sales team, marking a renewed commitment to specialty retail and a new chapter for the brand in its home market. Now back in direct control of US distribution and a Winter Sports Retailers buying group supplier, SHRED. is reinforcing its long-term focus on partnership, service, and sell-through with specialty retailers across the country.

Armed with an experienced, territory-focused sales force and a clear specialty distribution strategy, SHRED. is positioned to better support retailers with consistent communication, stronger alignment, and direct access to the brand and its technologies.

“Our specialty retailers are essential to SHRED. success, and we aim to be essential to theirs,” says Ted Ligety, two time Olympic gold medalist, five time World Champion, and SHRED. Co-founder. “Being back in direct control of US distribution and working within the WSR community, which brings together the best specialty retailers in the country, allows us to share our product innovation and technology with the most demanding consumers nationwide. With this sales team in place, we are better equipped than ever to build strong, long-term relationships and support sell-through at the shop level.”

SHRED. Co-founder and MIT-trained materials engineer Carlo Salmini explains that the new sales structure is a key step in the brand evolution. “Over the past years we have invested heavily in product innovation and in refining how we support retailers,” he says. “This team allows us to connect those innovations to the shop floor more effectively, while staying close to retailers and growing the business together through true partnership.”

That innovation focus includes SHRED. Contrast Boosting Lens™ 2.0 ICE and the 2ND SKIN™ Back Protector line, two technologies developed to remove long-standing barriers to performance and protection.

Developed in collaboration with the MIT Sports Lab, Contrast Boosting Lens™ 2.0 ICE challenges the traditional VLT-based approach by focusing on how the human eye perceives contrast, depth, and terrain on snow. The result is a one lens solution engineered to deliver consistent, high-contrast vision across all winter daytime conditions.

On the protection side, the 2ND SKIN™ Back Protector line delivers certified protection in a thin, light, and flexible construction that you forget it is on. Designed for everyday use, 2ND SKIN™ is positioned to become a new helmet-like category, where protection is worn by default rather than reserved for specific disciplines or days.

To support this renewed focus on the US market, SHRED. has assembled a fully built sales team composed of experienced, regionally based reps with deep roots in specialty retail. The structure is designed to provide strong local relationships, consistent coverage, and direct support in every key US market.

Louis Boudrias leads the organization as Global Head of Sales, working closely with the regional team to align strategy, execution, and retailer support nationwide. Hayley Mohan oversees US specific logistics and sales operations, serving as a central point of coordination for retailers and reps.

In the Northeast, Chris Clapp supports retailers across New England and the Mid-Atlantic. Ryan McMullin covers the Intermountain region, including Utah, Wyoming, and Southern and Central Idaho. Colorado retailers are served by MC Malboeuf. Noel Lemke supports accounts throughout the Pacific Northwest, including Washington, Oregon, Montana, Alaska, and Northern Idaho. Nate Cravens covers California and Nevada in the Far West. Mason Rickert represents the Eastern Great Lakes region, supporting retailers across Minnesota, Wisconsin, the Upper Peninsula of Michigan, Illinois, Iowa, North Dakota, South Dakota, Missouri, and Kansas. Rick Foster serves retailers in Arizona and New Mexico, completing nationwide coverage.

Together, the SHRED. US sales team is focused on building long-term partnerships with specialty retailers, supporting sell-through, and ensuring that SHRED. products, technologies, and stories are clearly communicated at the shop level.

SHRED. will officially present its Snow 26/27 line and renewed US structure at the Winter Sports Market tradeshow in Salt Lake City, Utah. Retailers are invited to visit Booth 225 from Thursday, January 29th through Saturday, January 31st, to see the collection in person and connect with the SHRED. team.

By combining direct distribution, Winter Sports Retailers membership, and a dedicated sales organization, SHRED. is reinforcing its long-term commitment to specialty retail and building the foundation for sustainable growth in the US market.

About SHRED.
As a truly independent and authentic brand, SHRED. is driven by a passion for innovation and grit—reimagining how eyewear and protective equipment look, feel, and perform. The brand’s athlete-engineered designs and proprietary technologies boost confidence, helping skiers, snowboarders, and mountain bikers perform at their best, push their limits, and have more fun. From its revolutionary Contrast Boosting Lens™ 2.0 for all-condition clarity to its “protection you forget it’s on” body protection line, SHRED. sets new benchmarks for performance and comfort. Since its founding in 2006, SHRED. has been committed to creating gear that combines style, performance, and comfort without compromise. Today, SHRED. products are sold in over 40 countries and are trusted by athletes and riders across the globe. To learn more, visit shredoptics.com.

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