Melker of Sweden, the multiple award-winning outdoor brand known for its design-driven and sustainable kayaks, today announced a strategic partnership with Flow Kayaks, a leading paddlesports retailer and distributor located in Nottingham, Great Britain. The collaboration marks a pivotal moment in Melker’s international expansion and solidifies its commitment to the European market.
The partnership will bring Melker’s premium product lineup to both the UK and Ireland markets, leveraging Flow Kayaks central physical store in the middle of the country combined with a strong online market presence, and distribution expertise and network.
UK and Ireland Distribution
In this partnership, Flow Kayaks will assume full distribution responsibilities, serving end-users, dealers, and paddling schools and clubs across the UK and Ireland.
At the core of the collaboration is a seamless integration of physical and digital retail presence and distribution. Flow Kayaks will be Melker’s central logistics hub — accelerating delivery times, ensuring in-season stock availability, and reinforcing Melker’s environmental commitments through reduced emissions and smarter fulfillment solutions.
This new distribution center represents a significant milestone in Melker’s European growth strategy — strengthening service for existing customers, streamlining operations for its expanding dealer network, and paving the way for continued market expansion with new retail partners across the UK and Ireland.
Unlocking Growth in the UK & Ireland
The UK and Ireland represent a significant growth opportunity for Melker within the paddlesports industry — home to a vibrant outdoor and kayaking culture and community, and a strong demand for sustainable, high-performance products. Until now, the market has lacked brands that successfully combine cutting-edge innovation with genuine environmental responsibility — a space where Melker is uniquely positioned to lead.
"Flow Kayaks is a progressive partner that shares our mindset and values — our commitment to sustainability, quality, performance, and creating unforgettable outdoor experiences" said Pelle Stafshede, Founder & CEO of Melker of Sweden.
"We think alike and share a clear understanding that the industry must evolve to meet customer demand in new and smarter ways. Together, we are perfectly positioned to meet the evolving needs of paddlers throughout the territories".
"We are thrilled and proud to partner with Melker" said Jake Boswell, Owner & CEO of Flow Kayaks.
"Melker’s brand experience — from its distinctive aesthetics and high-quality craftsmanship to its premium materials and commitment to sustainability — is a refreshing breath of innovation in the paddlesports world. We see tremendous potential in bringing Melker to the UK and Ireland."
About Melker of Sweden
Founded in 2015, Melker of Sweden aims to revolutionize the Outdoor Hardware industry with a focus on balancing environmental ethics and economic viability. Our approach involves continuous innovation and sustainable practices, ensuring our products not only meet user needs but also contribute positively to the planet. Central to our ethos is the joy of working with like-minded partners, friends, and family, as we strive to create a legacy for future generations and a sustainable, impactful business.
www.melkerofsweden.se
About Flow Kayaks
Established in 2018, Flow Kayaks set out to source "Advanced Kayaking Technology", bringing the very best of paddle sports into the UK and Irish markets. We aim to serve the paddlesports industry holistically, working with products which combine performance, accessibility, safety, and environmental consideration. Our desire for quality paddling products comes from our own experiences on the water, where we have seen how paddling can positively impact lifestyle. We choose to align with Brands that we believe in and who share our values in supporting sustainable access to paddlesports.
Media Contact
Pelle Stafshede, CEO & Creative Director, pelle@melkerofsweden.se, +46 733 16 95 35
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