deuter appoints Burton McCall as new UK & Ireland distribution partner

deuter today announced a new strategic partnership with Burton McCall, which will become its official UK and Ireland distribution partner from 1st November 2026. The partnership marks an important next step in deuter’s long-term commitment to the UK and Irish market and creates a clear opportunity to bring the brand even closer to retailers and outdoor consumers across the country. With its specialist distribution expertise, strong trade relationships and dedicated sales, marketing, logistics and customer service capabilities, Burton McCall will support deuter through a focused and responsive partnership for continued growth in the UK and Ireland.

As part of the transition, SSO UK will close on 31st October 2026. Until the end of October, UK and Irish orders will continue to be supplied by deuter’s headquarters in Gersthofen, Germany. From 1st November 2026, Burton McCall will take over the distribution and day-to-day commercial operations for deuter in the UK and Ireland, including fulfilling current orders and managing pre-orders for Autumn-Winter 2027/28.

Burton McCall is an independently owned UK specialist distribution company with over 35 years of experience and has a dedicated in-house sales and marketing team, and an established multi-channel network. Its full-service model covers logistics, operations, purchasing, delivery and customer support. By partnering with Burton McCall, deuter aims to provide UK and Irish retail partners with a more responsive and connected way of working with the brand.

Tony Ward, well known to deuter’s UK and Irish retail network from his previous role in the brand’s field sales team, will join Burton McCall as Brand Manager for deuter. His deep knowledge of the brand and existing relationships ensures strong continuity throughout the transition.

“Burton McCall is a strong partner for deuter in the UK and Ireland. Their specialist distribution expertise, service first approach and established network will help us support our retail partners even more effectively. At the same time, Tony Ward’s knowledge of deuter and the UK and Irish market provides a vital element of continuity. We look forward to working with Burton McCall to write the next chapter for deuter in the UK and Ireland.” – Robert Schieferle, CEO deuter Sport GmbH

Supporting a smooth transition

deuter and Burton McCall will work closely with UK and Irish retail partners throughout the changeover. Retail partners will receive further information regarding ordering processes, key contacts and onboarding arrangements as the transition progresses. Until 31 October 2026, existing UK and Irish ordering and delivery arrangements through deuter Gersthofen remain in place.

Since 1898, deuter has been shaping the international mountaineering scene with innovative backpacks, sleeping bags, and related accessories. As Europe’s largest backpack manufacturer and sleeping bag expert, the company combines over 125 years of experience, German craftsmanship, and technical innovation with high functionality and sophisticated design. The product portfolio ranges from gear for mountaineering, trekking, hiking, ski touring, and freeriding, to climbing and biking, all the way to travel and everyday urban life. The company is headquartered in Gersthofen, Germany. For more information, visit www.deuter.com.