Melker of Sweden 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.
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.
“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.”
