In reply to beardy mike:
To be honest, I struggled to understand the industry-speak on the Fb link:
We’re excited to announce we have partnered with Beta Outdoor Sports to offer a new route to market in the UK. Wild Country was founded in the Peak District, and the components of our first Friends were manufactured in Sheffield. Beta not only offers a sales solution in the UK but also gives our brand a UK base close to its roots. We’ve known the members of the Beta team through the trade for many years now and we’re extremely excited to have confirmed a new working relationship with them.
For all of our loyal UK customers this means the products you have come to trust and love will be more readily available at your favorite local Wild Country retailers.
Still, the good news is that they've put up a new route somewhere, and they've found a solution to their sales problem! Is that right?