sportFACHHANDEL 03_2017 Leseprobe
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<strong>03</strong>.<strong>2017</strong> Outdoor | BRANDS | 25<br />
Great changes in the drinking bottle market<br />
In the interview with <strong>sportFACHHANDEL</strong>, the CEO of Hydro Flask, Scott Allen, emphasizes the significance of<br />
innovations and customer requirements for the retailers as well as for the end consumers. One thing is clear,<br />
both sides want sustainable and functional products; and this leads to profound changes.<br />
<strong>sportFACHHANDEL</strong>: What opportunities do you see in<br />
the drinking bottle industry?<br />
Scott Allan: The common drinking bottle sold in<br />
outdoor retail was the same bottle as it was 15 years<br />
ago. Hydro Flask changed this in 2009 with the<br />
introduction of the first all-insulated vacuum bottle<br />
line-up. We upgraded the idea of vacuum technology<br />
from a cumbersome thermos to a functional, portable,<br />
durable and aesthetically beautiful product that active,<br />
on-the-go individuals can carry with them wherever<br />
they go. These improvements created better user<br />
experiences in North America and we’re starting to<br />
see early success in the European and Asian markets<br />
as well. The challenge, of course, is building awareness<br />
for a new water bottle category.<br />
What positioning does Hydro Flask take and where do<br />
you want to go with your brand? Hydro Flask is positioned<br />
as the new outdoor drinking bottle of choice<br />
for active, on-the-go individuals. Previously, vacuum<br />
insulation was thought for keeping hot liquids hot, nothing<br />
else. Our products involve vacuum technology<br />
application to allow individuals to take water outdoors<br />
at the temperature they want it, and maintain this<br />
temperature for the full day, no matter how hot or cold<br />
it is outside. Our products are sleek and compact like<br />
a typical drinking bottle, do not condensate on the<br />
outside, feature a nice textured powder coat finish<br />
for a more durable grip, and come in a variety of fun<br />
colours to differentiate within a family.<br />
How do retailers sell drinking bottles the best way?<br />
What support do they receive? Given the variety of<br />
sizes and colours for Hydro Flask, the best retailers<br />
have an assortment that allows consumers to see the<br />
full range and all varieties. Our sales team and field<br />
reps work with each location to do sale, educate floor<br />
staff on the Hydro Flask difference, and help retailers<br />
to build the right merchandising assortment for their<br />
stores. The products are also popular gifts, so retailers<br />
who position the assortment at high-traffic areas will<br />
see success during popular gifting times.<br />
CEO Scott Allan<br />
fully relies on<br />
specialised<br />
retailers.<br />
Hydro Flask<br />
has entered the<br />
market in 2009.<br />
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