Distributeur France SmellWell

Founded in Sweden in 2012, SmellWell was born from a universal issue: moisture and odor build-up in shoes, bags, and sports gear. After testing solutions that mostly “covered up” the problem, the brand teamed up with scientists to develop a formula that tackles the issue at the source. Today, SmellWell is sold by leading retailers worldwide in over 6,000 stores. 

A 3-in-1 solution built for athletes and active consumers

SmellWell is designed to absorb moisture, reduce odor, and leave a fresh, long-lasting scent—with an easy, everyday use. Products are made to be placed in shoes, gym bags, gloves, helmets, outdoor gear… anywhere moisture and smell tend to accumulate. 

How it works

SmellWell uses a blend of activated Moso bamboo charcoal and minerals to capture moisture and unwanted odor. Depending on the range and usage, performance is built to last, with some products claiming up to 12 months of freshness. 

In France, Magellan Performance leads SmellWell’s commercial development, distribution, and in-market activation. Our ambition is to build structured, sustainable growth—supported by strong field execution and high service standards.

Our role includes:

• Leading the France go-to-market and distribution strategy
• Ensuring product availability and service quality (sell-in / sell-out)
• Activating SmellWell across a multi-channel approach (sport & outdoor, specialty retail, e-commerce, pharmacies, etc.)
• Delivering practical sell-out tools: merchandising, product education, activation assets