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<strong>Fall</strong> 2011<br />

www.insideoutdoor.com<br />

WATERPROOF<br />

WARS 2.0<br />

The future of<br />

component branding<br />

Holiday<br />

Outlook<br />

Get Swipe<br />

Fee Savvy<br />

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© 2011 INVISTA. CORDURA® is a registered trademark of INVISTA for durable fabrics. Property of INVISTA.


C O N T E N T S<br />

<strong>Fall</strong> 2011<br />

Departments<br />

31<br />

DATA POINTS<br />

8 NUMBERS WORTH NOTING<br />

Barefootin’; QR readers; channel conflict; tech reps;<br />

print is alive; mobile show; and more<br />

14<br />

COMPONENTS NOTES<br />

TEXTILE NEWS SWATCHES<br />

20 University claims ‘permanent’ anti-microbial<br />

20 CORDURA shows softer side of durability<br />

22 Unifi gives waste a second life<br />

25 Sorona safety certified<br />

26 Organic cotton’s healthy growth<br />

28 Kevlar opens Carolina facility<br />

BACK OFFICE<br />

40 CASH FLOW IS KING<br />

Alternative financing for growth<br />

20<br />

FEATURES<br />

14 WATERPROOF WARS 2.0<br />

The current competitive landscape of the breathable waterproof<br />

fabrics market provides a vision of disruptions that are taking<br />

place up and down manufacturing and retail marketing.<br />

By Martin Vilaboy<br />

42 A CLEAN EXIT<br />

The ups and downs of earnouts<br />

44 SWIPE FEE SAVVY<br />

Get the savings you deserve<br />

6 Letter from the Editor<br />

12 Rep News and Moves<br />

46 Advertiser Index<br />

31 HOLIDAY OUTLOOK & GIFT GUIDE<br />

Deep discounts and slashed sale prices are quickly becoming<br />

a holiday tradition, and there are indications consumers expect<br />

savings to be bigger and better, putting further pressure on retail<br />

profit margins. Even so, we’re optimistic outdoor specialty cash<br />

registers will ring, and our annual gift guide is filled with last<br />

minute ideas for all types of outdoor niches.<br />

4 | <strong>InsideOutdoor</strong> | <strong>Fall</strong> 2011


• Anti-Snow Pack Plate<br />

• Durable and Light Weight<br />

• Adapts to Most Footwear<br />

explore<br />

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Beyond<br />

the point oF<br />

POSSIBILITY<br />

all the way<br />

up to the<br />

extreme<br />

<br />

www.yaktrax.com/XTR<br />

© 2011 Implus Footcare, LLC. Yaktrax ® is a registered trademark of Implus Footcare, LLC.


Editor’s Letter<br />

component brands, retail hands<br />

While it’s the manufacturers of outdoor apparel and gear who buy their<br />

stuff, outdoor textile and component brands have good reasons to be<br />

communicating with their customers’ customers. After all, the basic model<br />

for a branded component is to drive a premium by offering additional benefits<br />

and features, and up to this point nothing has been more effective for conveying<br />

those value-adds to the public than the helpful, trustworthy and costumer-facing<br />

specialty retailer.<br />

The good news is component suppliers have more ways than ever to reach and<br />

teach staffers on the sales floor and impact the shopping experience. Today’s online,<br />

digital and anywhere-accessible educational tools certainly can be cost-effective and<br />

convenient, and a recent survey of Inside Outdoor readers by CORDURA suggests<br />

retailers are open to utilizing them.<br />

When asked to rank the most effective methods for helping sales teams understand<br />

product component benefits, for example, (1 for most, 6 for least) more than a third of<br />

respondents picked online training as number one or two among a half dozen mediums.<br />

More than a quarter ranked video tools either one or two. Even QR codes – a technology,<br />

keep in mind, available to only a small percentage of shoppers – have impressed<br />

a fair number of folks. In a separate question, more than half of retailers said QR tags<br />

were very or somewhat helpful to increasing product sales.<br />

Also encouraging, retailers are still keen to more traditional methods of product<br />

education. Far and away, retailers continue to view the old-fashioned, hands-on<br />

product demonstration as the most powerful way to empower floor staff. More than<br />

three-quarters of retailers picked product demos as the most- or second-most-effective<br />

tool. A mere 4 percent ranked it at the bottom.<br />

Please rank the following from most to least effective in helping you or<br />

your sales team understand the benefits of the products you sell.<br />

% answering 1 or 2<br />

Product demonstrations 77.09%<br />

Brochures/information cards 42.71%<br />

Online product training (webinars, brand Web sites, etc.) 34.37%<br />

Product training videos 26.04%<br />

Sales incentives/contests 12.5%<br />

Displays or posters for team/break room 7.29%<br />

Source: CORDURA; Inside Outdoor<br />

How helpful would each of the following be in increasing sales of<br />

products made with CORDURA fabric in your store(s)? % answering<br />

very or somewhat helpful<br />

Training of sales team on benefits … 79.6%<br />

Fabric hangtags 77.5%<br />

In-store signage 65.97%<br />

QR codes to dedicated site 52.05%<br />

Have more products with CORDURA on floor 50.01%<br />

Sales contest 44.9%<br />

Source: CORDURA; Inside Outdoor<br />

Other low-tech devices also fared well. More than three-quarters of retailers said<br />

hangtags were important to increasing sales, while two-thirds felt the same way<br />

about in-store signage. The most helpful educational tool, not surprisingly, was once<br />

again in-store training and demos.<br />

If nothing else, the findings seem to suggest component brands should consider<br />

more directly partnering with independent sales reps. If something else, it’s comforting<br />

to know that despite the instant-access, full automaton and slick interfaces available<br />

today, still nothing beats the welcoming hand and warm smile of old-fashioned<br />

personal contact. –MV<br />

Martin Vilaboy<br />

Editor-in-Chief<br />

martin@bekapublishing.com<br />

Percy Zamora<br />

Art Director<br />

outdoor@bekapublishing.com<br />

Ernest Shiwanov<br />

Editor at Large<br />

ernest@bekapublishing.com<br />

Berge Kaprelian<br />

Group Publisher<br />

berge@bekapublishing.com<br />

Rene Galan<br />

Account Executive<br />

rene@bekapublishing.com<br />

Jennifer Vilaboy<br />

Production Director<br />

jen@bekapublishing.com<br />

Suzanne Urash<br />

Ad Creative Designer<br />

suzanne@cre8groupinc.com<br />

Beka Publishing<br />

Berge Kaprelian<br />

President and CEO<br />

Philip Josephson<br />

General Counsel<br />

Jim Bankes<br />

Business Accounting<br />

Corporate Headquarters<br />

745 N. Gilbert Road<br />

Suite 124, PMB 303<br />

Gilbert, AZ 85234<br />

Voice: 480.503.0770<br />

Fax: 480.503.0990<br />

Email: berge@bekapublishing.com<br />

© 2011 Beka Publishing, All rights reserved.<br />

Reproduction in whole or in any form or<br />

medium without express written permission<br />

of Beka Publishing, is prohibited. Inside<br />

Outdoor and the Inside Outdoor logo are<br />

trademarks of Beka Publishing<br />

6 | <strong>InsideOutdoor</strong> | <strong>Fall</strong> 2011


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Data Points<br />

Numbers worth noting<br />

by Martin Vilaboy<br />

Minimalist Mindshare<br />

Full three-quarters of “active Americans” are aware of<br />

the “barefoot” or minimalist concept for footwear design,<br />

according to a recent survey from Leisure Trends Group, and<br />

among those 75 percent of respondents who are aware, 46<br />

percent say they have tried or are considering trying footwear<br />

in this category. However, when asked what activities they<br />

would consider for minimalist shoes, the panel of active<br />

Americans largely associated the movement with water<br />

sports rather than running. Perhaps some are confusing slipon<br />

water shoes for minimalist kicks.<br />

Activities Will Use “Barefoot”/Minimalist Footwear<br />

Kayaking 13%<br />

Canoeing 11%<br />

Beachwear 10%<br />

Other water sports 10%<br />

Boating 9%<br />

Runs of 2 miles or less 9%<br />

Casual wear 8%<br />

House shoes 7%<br />

Fishing 5%<br />

Runs longer than 5 miles 5%<br />

Yoga Structuring an Earnout 4%<br />

Aerobics 3%<br />

Other Issues for Consideration 3%<br />

None of the above 4%<br />

• Accounting<br />

• Earnout Amount<br />

Source: Leisure Trends Group<br />

• Availability of Capital<br />

• Earnout Period<br />

• Management<br />

Conflicting Reports<br />

• Performance Goals<br />

• Change in Control<br />

• Payment Schedule<br />

Some may say that channel conflict is simply a foregone<br />

• Tax Impact<br />

• Operational Integration<br />

conclusion of today’s retail environment, but that’s not to say<br />

retailers are happy about it. Almost two-thirds of retailers<br />

surveyed by Shopatron said they would reduce spending with<br />

brands that sell direct to consumers. That’s up from 51 percent<br />

Would your buying patterns change<br />

for large brands that you already stock<br />

if they decided to start selling direct<br />

to customers on their Web site<br />

who said the same thing in 2009, suggesting that retailers<br />

are not growing more comfortable with the practice as more<br />

and more manufacturers Structuring adopt the direct an strategy. EarnoutMore than<br />

one in 10 retailers said they Issues would for stop Consideration buying from the brand<br />

altogether.<br />

• Accounting<br />

• Earnout Amount<br />

QR • Code Availability of Readers<br />

Capital<br />

• Earnout Period<br />

Among • Management the 14 million mobile users in • the Performance U.S. who Goals have<br />

scanned a QR code with their smartphone, according to<br />

• Change in Control<br />

• Payment Schedule<br />

comScore counts, the most likely place the scanning took place<br />

was at • Tax home Impact in a printed magazine or newspaper. • Operational Nearly Integration half<br />

of respondents scanned a QR code from a printed publication,<br />

while product packaging was the second most common source.<br />

QR Code<br />

Source of Scanned QR Code Audience<br />

% of QR Code<br />

Would your buying patterns (000) change Audience<br />

Printed for magazine large or brands newspaper that you 7,138 already stock 49.4%<br />

Product if they packaging decided to start 5,101 selling direct 35.3%<br />

Website to customers on PC on their Web 3,957 site 27.4%<br />

Poster or flyer or kiosk 3,393 23.5%<br />

Yes, I would stop buying<br />

Business card or brochure from that Brand 1,94011%<br />

13.4%<br />

Storefront Yes, I would buy as little as possible 1,850 12.8%<br />

TV from the brand 1,693<br />

19%<br />

11.7%<br />

Total audience Yes, I would reduce my buying 14,452 100%<br />

from that brand<br />

34%<br />

Location When Scanning QR Code<br />

At home<br />

No, I would not change my buying<br />

from that brand<br />

8,382 13% 58%<br />

Retail store 5,688 39.4%<br />

Grocery store I am not Polartec sure 3,546 NeoShell 23% Outperforms 24.5% in Dynamic<br />

At work 2,844 19.7%<br />

Source: Shopatron<br />

Outside or on public transit 1,827 18000 12.6%<br />

Restaurant 1,095 16000 7.6%<br />

Source: comScore MobiLens, June 2011<br />

14000<br />

12000<br />

For those who complain that the 10000 Outdoor Retailer trade<br />

Outdoor Participation, 2006 8000 to 2010<br />

Total Outdoor Outings<br />

6000<br />

11.6 Billion 11.4 Billion 11.2 Billion<br />

4000<br />

10.1 Billion 10.1 Billion<br />

HIGH<br />

breathability<br />

Going Inorganic<br />

LOW<br />

breathability<br />

Water Vapor Flux g/m 2 /24hrs<br />

Yes, I would stop buying<br />

from that Brand<br />

Yes, I would buy as little as possible<br />

from the brand<br />

Yes, I would reduce my buying<br />

from that brand<br />

No, I would not change my buying<br />

from that brand<br />

11%<br />

19%<br />

13%<br />

34%<br />

Number of Participants<br />

0 25 50 75 100 125 150 175 2<br />

Pressure Drop Across Sample (PA)<br />

138.4 Billion<br />

137.8 Billion 137.9 Forces Billion air through fabric to illustrate the effect o<br />

135.9 Billion wind and movement on breathability<br />

134.4 Billion<br />

Participation Rate<br />

Source: Polartec<br />

No air<br />

movement<br />

49.1% 50.0% 48.6% 48.9% 48.6%<br />

Slight air<br />

movement<br />

Increasing<br />

air movement<br />

I am not sure<br />

23%<br />

Source: Shopatron<br />

8 | <strong>InsideOutdoor</strong> | <strong>Fall</strong> 2011<br />

2006 2007 2008 2009 2010<br />

Source: Outdoor Industry Association


Permanent, temperature-regulating<br />

fiber technology with odor control<br />

and softness that never washes out.


• Management<br />

• Change in Control<br />

Data Points<br />

• Tax Impact<br />

• Performance Goals<br />

• Payment Schedule<br />

• Operational Integration<br />

show is stretching too far with the addition of ancillary<br />

companies and activities, consider this: outdoor participation<br />

Would your buying patterns change<br />

for large rates were brands again that flat in you 2010 already for the third stock year in a row, show<br />

if they OIA decided figures. So to while start activities selling such direct as competitive racing<br />

to customers may be growing, on their it’s likely Web the site participants are coming from<br />

within the outdoor ranks. In other words, outside of some<br />

Yes, I would stop buying<br />

market share from that shift, Brand it’s going 11% to be hard for “core” brands to<br />

Yes, I would experience buy as little much as possible organic growth.<br />

from the brand<br />

19%<br />

Yes, I would reduce my buying<br />

Green from vs. that brand Greenbacks 34%<br />

While 83 percent of global consumers say it is important<br />

No, I would not change my buying<br />

that companies from that implement brand 13%<br />

programs to improve the<br />

environment, less than a quarter say they will pay more for an<br />

I am not sure<br />

23%<br />

eco-friendly product, and willingness to pay more is lowest in<br />

Source: North Shopatron America, where only 12 percent say they will fork over<br />

extra greenbacks for green products, according to new figures<br />

from Nielsen. Among environmental and sustainability efforts<br />

manufacturers have taken, recycled packaging and energy<br />

efficient products are seen as the most broadly helpful.<br />

Belief in Sustainable Products Having Positive Impact<br />

Outdoor on Environment Participation, (% of 2006 Respondents; to 2010 Global Average)<br />

Total Outdoor Outings<br />

Product<br />

% of Respondents,<br />

Multiple OK<br />

11.6 Billion 11.4 Billion<br />

Energy efficient products 11.2 Billion or appliances 10.1 Billion 10.1 Billion83%<br />

Products Number in recyclable of Participants packaging 83%<br />

Products with little or no packaging 69%<br />

138.4 Billion<br />

Organic products 135.9 Billion<br />

134.4 Billion<br />

137.8 Billion 137.9 Billion<br />

64%<br />

Bought from farmer’s market 61%<br />

Participation Rate<br />

Ethically produced or grown 60%<br />

Not traveled long distance to store 60%<br />

49.1% Locally 50.0% made products 48.6% 48.9% 48.6% 59%<br />

Fair trade products 51%<br />

Products not tested on animals 44%<br />

Source: Nielsen<br />

2006 2007 2008 2009 2010<br />

Source: Tech-Enabled<br />

Outdoor Industry Association<br />

If your store isn’t empowering or planning to empower<br />

employees with technology, it’s likely falling behind. Though<br />

projects were postponed during the height of the recession,<br />

How long has your company been actively involved in<br />

adding technology-enabled touch-points for employees<br />

in your stores?<br />

Longer than 1 year<br />

Less than 1 year<br />

Budgeted project<br />

Project planned,<br />

not yet budgeted<br />

No plans<br />

Source: RSR Research<br />

8%<br />

3%<br />

8%<br />

14%<br />

8%<br />

5% 11%<br />

18%<br />

49%<br />

2011 2010<br />

70%<br />

Outdoor Participation, 2006 to 2010<br />

Total Outdoor Outings18000<br />

HIGH<br />

breathability<br />

11.6 Billion 11.4 Billion 16000<br />

11.2 Billion 10.1 Billion 10.1 Billion<br />

14000<br />

Number of Participants<br />

12000<br />

138.4 Billion<br />

137.8 Billion 137.9 Billion<br />

135.9 Billion<br />

134.4 Billion<br />

10000<br />

and economic prospects remain uncertain, retailers have<br />

gone forward Participation with technology Rate 8000deployment plans, suggest<br />

findings from Retail Systems 6000 Research. Indeed, “they<br />

recognize<br />

49.1%<br />

they<br />

50.0%<br />

have no<br />

48.6%<br />

real choice in the matter,” says RSR.<br />

4000 48.9% 48.6%<br />

LOW<br />

breathability<br />

Water Vapor Flux g/m 2 /24hrs<br />

Print Still Pervasive, Persuasive<br />

0 25 50 75 100 125 150 175 200<br />

Even though 82 percent of Americans are online, 93<br />

Pressure Drop Across Sample (PA)<br />

percent 2006own mobile 2007 phones 2008 and 2009 155<br />

Forces<br />

million<br />

air 2010 through<br />

use<br />

fabric<br />

Facebook,<br />

to illustrate the effect of<br />

wind and movement on breathability<br />

printed Source: materials, Outdoor Industry either Association mailed or in No newspapers, air Slight air are still Increasing<br />

movement movement air movement<br />

the primary way folks learn about retailer sales information,<br />

show Nielsen findings. Source: Polartec The only electronic tactic that matches<br />

printed paper’s weekly reach is email. And when shoppers<br />

are asked what they want for the future, demand goes up<br />

for high How tech long information has your sources, company but been nearly actively 90 percent involved of in<br />

consumers adding still technology-enabled mostly want print, says touch-points Nielson. for employees<br />

in your stores?<br />

Weekly Usage of Retail Advertising Material<br />

Sales Longer Product than Information<br />

1 year<br />

Weekly Usage<br />

Newspaper 69% 49%<br />

Less than 1 year 8%<br />

Materials mailed to home 18% 67%<br />

Emails Budgeted from retailers project 3% 67%<br />

Social media 8% 2011 2010<br />

45%<br />

Smart or Project mobile planned, phone 14% 39%<br />

Printed not material yet budgeted in store 8% 38%<br />

Store site on computer No plans 5% 37%<br />

11%<br />

Store site using PC 35%<br />

In store kiosk 24%<br />

Source: RSR Research<br />

In store TV 21%<br />

Source: Nielsen<br />

Mobile Showrooms<br />

Fears that smarter phones would lead to more consumers<br />

Which types of products have you checked<br />

out in a physical store and then bought<br />

from some other store online?<br />

75<br />

50<br />

25<br />

0<br />

48%<br />

58%<br />

Source: Retrevo<br />

All Shoppers<br />

41%<br />

39%<br />

32%<br />

31%<br />

Smartphone<br />

Owners<br />

19% 23% 16% 22% 15% 19%<br />

Electronics Shoes Apparel Appliance Sporting<br />

Gear<br />

Home<br />

& Garden<br />

using brick-and-mortar stores as showrooms for online<br />

competitors are being quantified. Across several product<br />

categories, smartphone users visit physical stores and then<br />

buy online more frequently than overall shoppers, show<br />

findings from Retrevo.<br />

70<br />

10 | <strong>InsideOutdoor</strong> | <strong>Fall</strong> 2011<br />

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Rep moves and news<br />

Interbike announced that is<br />

considering sponsoring the formation<br />

of a non-profit sales representative<br />

association. The association’s goal would<br />

be to provide both independent and<br />

factory reps deep discounts on hotels,<br />

office supplies, cell phone services,<br />

health insurance and other business<br />

related services. In addition, the<br />

association would host an online bulletin<br />

board linking manufacturers and reps<br />

looking for representation.<br />

“Reps’ costs of doing business have<br />

continued to increase, but commissions<br />

have generally remained flat or gone<br />

down,” said Pat Hus, Interbike’s<br />

managing director. “We are looking to<br />

help start an association that can deliver<br />

meaningful discounts and benefits with<br />

very low annual dues.”<br />

Hus started his my career as an<br />

independent rep in southern California<br />

in 1983.<br />

“I’ve discussed the concept with lots<br />

of reps over the years about the ‘what<br />

ifs’ of a rep association,” continued<br />

Hus. “There is universal agreement that<br />

the collective bargaining power of an<br />

association would help immensely. It<br />

could help independent and factory reps<br />

save significant money on every single<br />

expense report. I am excited about<br />

presenting the details of our vision to as<br />

many reps as possible.”<br />

Sean Meredith of Meredith<br />

Outdoors will now be representing<br />

Granite Gear in the South Central<br />

region of the U.Ss, including Arkansas,<br />

Louisiana, Missouri and Texas. Meredith’s<br />

background in the outdoor industry<br />

includes working for a major retailer in<br />

the territory. He can be reached at sean@<br />

meredithoutdoors.com.<br />

Custom footbead provider<br />

Footbalance has entered a partnership<br />

with Rincon Group, the independent<br />

sales team of Bobbi Bensman and<br />

Steve Srednick, to represent Rocky<br />

Mountain region within the specialty<br />

athletic and outdoor retail markets.<br />

Bensman and Srednick are well<br />

established among outdoor dealers,<br />

representing top-selling brands including<br />

Salomon USA, Mammut Sports Group<br />

and Darn Tough Vermont. The married<br />

couple lives in Boulder, Colo., with their<br />

two daughters.<br />

Point6 has signed up two sales<br />

groups to represent its U.S.-made,<br />

premium merino wool socks in the<br />

Northwest and North Central regions.<br />

Tokul Creek Marketing, led by Paul<br />

Dukich, will service the Northwest<br />

(Washington, Oregon, Montana, Idaho<br />

and Alaska), while Kevin Streeter will<br />

take over the North Central region<br />

(Illinois, Iowa, Minnesota, North Dakota,<br />

South Dakota and Nebraska). The<br />

team at Tokul includes Lawrence Jobe<br />

and Brandon Gough, who represent<br />

several brands including Dynafit ski<br />

boots and Patagonia footwear. Streeter<br />

has worked with top brands including<br />

Mountain Hardwear and SmartWool<br />

and recently received Rep of the Year<br />

distinction from Timbuk2.<br />

Ryan Erickson has been named as<br />

Teva’s new vice president of domestic<br />

sales. Erickson has 19 years of footwear<br />

industry experience, primarily in sales<br />

management, having held director<br />

of sales and key account executive<br />

positions at The Rockport Company<br />

and Canadian sales manager and key<br />

account executive positions at The<br />

Timberland Company. He also served<br />

as brand marketing manager for<br />

Reebok International. In 2007, Erickson<br />

founded The Wapsie Group LLC, an<br />

independent sales agency based in<br />

Madison, Wisconsin, which represents<br />

Teva throughout the Upper Midwest.<br />

The Wapsie Group was named Teva’s<br />

Agency of the Year in 2008 and Erickson<br />

was named Teva’s Key Account Rep of<br />

the Year in 2010. Erickson will work with<br />

Teva’s management team to coordinate<br />

the transition of his Upper Midwest<br />

Territory as he assumes his new role.<br />

Nick Pachmayer of NJP &<br />

Associates has received Nordica’s<br />

2011 Sales Rep of the Year Award.<br />

Honored for an unprecedented year of<br />

sell-in and sell-thru successes in both<br />

ski and boot categories, Pachmayer<br />

ultimately took home the award for his<br />

ability to significantly increase Nordica’s<br />

ski presence in the Midwest – nearly<br />

equaling the company’s robust boot<br />

business in the region. Along with<br />

Nordica skis and boots, Pachmayer and<br />

NJP & Associates also represents Kombi<br />

gloves, knitwear and headwear, Uvex<br />

goggles, helmets and eyewear, Select<br />

Sport bags, and Eurosock.<br />

Sport Obermeyer has put its<br />

Southeast territory under veteran<br />

sales representative Greg Morrison,<br />

who was already responsible for<br />

the company’s Mid-Atlantic territory.<br />

Morrison has been working with Aspen,<br />

Colo-based Obermeyer for seven years.<br />

Head of his own Morrison Sports<br />

Marketing, LLC, Morrison is based<br />

in Maryland and will report to the<br />

company’s founder, Klaus Obermeyer.<br />

Morrison and his team also represent<br />

outdoor brands including Giro, Seirus<br />

and Fox River.<br />

As a result of its development of<br />

a four-season offering with closed toe<br />

footwear, Chaco has hired a new group of<br />

experienced and respected sales agencies<br />

to represent the brand across the United<br />

States. The following agencies will now<br />

represent Chaco: Mountain Source<br />

(Rockies); Yukon Trading Company<br />

(Northwest); Outdoor Resources Group<br />

(Mid Atlantic); Outdoor Sports Marketing<br />

(Southeast); Sullivan-Bishop Agency<br />

(South Central); Waypoint Sales and<br />

Training (Great Lakes); Jim Holton Sales<br />

Group Ltd. (Midwest); and Up East Sales<br />

(Northeast). Agencies for the Western<br />

territory are expected to be named shortly.<br />

Ski specialty brand Powderhorn has<br />

added the Turner Agency to its sales<br />

force to represent the all-important<br />

Rocky Mountain region. Owner Morgan<br />

Turner has been in Colorado as a sales<br />

rep for hard goods, soft goods and<br />

accessories for more than 20 years with<br />

a focus on accessories the last 15 years.<br />

He has served as president and on the<br />

board of directors for WWSRA during<br />

those years. Turner will be joined in his<br />

12 | <strong>InsideOutdoor</strong> | <strong>Fall</strong> 2011


efforts by his daughter Brooke Turner<br />

and Doug McCaffrey, who is in his third<br />

season with the Turner Agency.<br />

NEMO Equipment, Inc. has<br />

partnered with Waypoint Outdoor for<br />

representation in the Pacific Northwest.<br />

Waypoint was started in 2008 when<br />

friends Bob Holding (previously<br />

from Patagonia, Arc’teryx and Lotus<br />

Designs) and Jim Purdy (from Purdy<br />

& Associates) teamed up to combine<br />

their years of experience in the outdoor<br />

industry to support leading technical<br />

outdoor brands. Based in Seattle,<br />

Waypoint currently represents Arc’teryx,<br />

Suunto, KEEN, Solio and Vasque.<br />

Piggyback Rider’s innovative child<br />

carrier for toddlers will be distributed<br />

exclusively in Canada by Vancouverbased<br />

Sports Fleets Ventures. Currently<br />

available in a number of independent<br />

outdoor sports shops and children’s<br />

stores across Canada, the Piggyback<br />

Rider soon will be in select Canadian Tire<br />

and MEC locations.<br />

Nikwax has tapped Monsoon<br />

Group, LLC for sales representation in<br />

the Southeast region, which includes<br />

Florida, Georgia, South Carolina, North<br />

Carolina, Alabama and Tennessee.<br />

Monsoon Group, LLC is the creation of<br />

Wayne Raines, who serves as head<br />

rep and principal for the agency. Raines<br />

has 24 years of diversified experience in<br />

consumer products with great success<br />

at driving and building growth of sales.<br />

Headquartered in Wellington, Fla., the<br />

group also currently represents CW-X<br />

Performance Apparel, Ecco Performance<br />

Footwear and Eurosock. Monsoon<br />

Group can be contacted at wayne@<br />

monsoongroupllc.com.<br />

Suunto North America announced<br />

the recent addition of three key sales<br />

agencies to cover markets in the<br />

Southwest and New England states.<br />

The Alpine Cowboy agency led by<br />

Koby Crooks and Stephanie Crooks<br />

will cover the Southwestern territory for<br />

sports specialty dealers. Independent<br />

sales rep Tom Greer will be focused on<br />

the same region for watch and jewelry<br />

specialty doors, while Jonathan Vinet<br />

and Adam Casey of Pursuit Sales will<br />

be representing Suunto throughout New<br />

England for all channels.<br />

Acorn has appointed Stable &<br />

Company as their sales agency for<br />

the Southeast Territory. Stephen<br />

Frachiseur and Levi Sandelin of Stable<br />

& Company, headquartered in Atlanta,<br />

will represent Acorn at the retail and<br />

customer levels. They will be responsible<br />

for sales development, marketing<br />

support and retailer customer service.<br />

Boardworks has added Michael<br />

Tavares to its sales team as well as<br />

named him the first team member<br />

of its Whitewater Specific SUP<br />

division. Tavares comes from a strong<br />

background in whitewater kayaking,<br />

skateboarding and snowboarding, and<br />

is pushing the boundaries for SUP in<br />

the whitewater arena. He will help<br />

connect retailers and SUP paddlers alike<br />

to Boardworks in Tennessee, Alabama,<br />

Arkansas and Missouri. Along with<br />

becoming Boardworks newest sales<br />

representative, Tavares will embark on<br />

the first ever “SUP Whitewater Tour” in<br />

2012, on which he will be bringing SUP<br />

to all major whitewater events in 2012,<br />

as well as other selected SUP races<br />

and events.<br />

<strong>Fall</strong> 2011 | <strong>InsideOutdoor</strong> | 13


Waterproof<br />

Wars 2.0<br />

Waterproof/breathable competitors<br />

face new market conditions<br />

by Martin Vilaboy<br />

The breathable waterproof fabric market has<br />

always had its fair share of attackers challenging<br />

the supremacy of category pioneer and firmly<br />

established incumbent, W.L. Gore and its Gore-Tex<br />

brand. Numerous textile companies and proprietary apparel<br />

brands have taken Gore-Tex to task on its effectiveness and<br />

relative high cost for as long as we can remember. Some<br />

have gained traction, others, not so much.<br />

During the last few years, however, the industry has<br />

witnessed an aggressive push into the space by some large,<br />

well-funded and highly familiar contestants. That’s not<br />

to suggest the recent moves by the likes of GE, Columbia<br />

Sportswear and Polartec suddenly make a discussion of<br />

waterproof/breathable technologies more important than<br />

when folks such as Sympatex and Nextec and apparel<br />

company house brands were leading the charge. Rather,<br />

the current shake-up in the waterproof/breathable market<br />

is worth following because it’s indicative of sweeping<br />

forces and trends that are disrupting the entire retail and<br />

consumer products landscape, including shopper behavior,<br />

marketing and branding, global supply chains and<br />

customer relations.<br />

Of course, Gore’s dominant position in the space has<br />

been legendary. For most avid outdoor participants, the<br />

name Gore-Tex is synonymous with wet-weather protection.<br />

And when a group of Inside Outdoor readers were<br />

surveyed recently regarding their familiarity with several<br />

fabric brands – as part of a CORDURA-sponsored study<br />

– a full 92 percent of retail respondents said they were<br />

“very familiar” with the Gore-Tex brand. The closest fabric<br />

brands in the survey in terms of aided awareness were<br />

nearly 20 percentage points behind: Lycra, for which 75<br />

percent were “very familiar,” and CORDURA, at about 73<br />

percent “very familiar.”<br />

Notwithstanding Gore’s impressive awareness levels,<br />

there are some who are questioning the value of third-party<br />

component branding altogether. There was a time, these<br />

folks would argue, when a consumer who was ready to buy<br />

a product simply would make a trip to the store, consider<br />

the selection and complete the purchase. In this scenario,<br />

a hangtag calling out trusted technology was an important<br />

way to push out technological information. Not only<br />

an educational tool, the same component logo or hangtag<br />

across five or so jackets on the racks brings a commonality<br />

14 | <strong>InsideOutdoor</strong> | <strong>Fall</strong> 2011


How familiar are you with the following fabric brands?<br />

Gore-Tex Lycra CORDURA CoolMax Kevlar Teflon Re-Dura<br />

I have never heard of this brand 1.02% 2.04% 4.08% 1.02% 2.04% 1.02% 44.90%<br />

I have heard of the name but don’t know anything about it 0.00% 4.08% 4.08% 5.10% 3.06% 3.06% 30.61%<br />

I have heard the name and know a little about it 7.14% 18.37% 19.39% 24.49% 31.63% 36.73% 14.29%<br />

I have heard the name and am very familiar with it 91.84% 75.51% 72.45% 69.39% 63.27% 59.18% 10.20%<br />

Source: CORDURA; Inside Outdoor<br />

and integrity that provides the customer<br />

with some basis for making a judgment.<br />

This makes things more comfortable for<br />

both customer and retailer.<br />

Today’s customers, however, search<br />

and seek out. They have all sorts of<br />

social and testimonial information at<br />

their fingertips, and usage rates suggest<br />

they’re digesting it. In many cases,<br />

consumers walk into a store with more<br />

powerful information tools in the palms<br />

of their hands than many stores have<br />

on the entire showroom floor. In turn,<br />

marketers of end-use products and their<br />

retailers have an ever-growing number<br />

of ways to spread their buzz and build<br />

credibility. Few today can afford to wait<br />

until the customer is in the store.<br />

As Kurt Gray of Simply Gray Designs<br />

recently wrote in Textile Insights<br />

magazine, “Social media, customer<br />

reviews and the ubiquitous star review<br />

system mean more to today’s consumer<br />

than science does.”<br />

It’s a bet that Columbia Sportswear<br />

apparently is willing to make. When<br />

the company announced its purchase of<br />

waterproof/breathable brand OutDry in<br />

August of 2010 – part of its strategy to<br />

differentiate through in-house proprietary<br />

technology rather than relying<br />

on third-party innovation – Columbia<br />

How important is it that the packs you carry in your store are made<br />

from branded components?<br />

Very Important 10.20%<br />

Somewhat Important 37.76%<br />

Neither Important nor Unimportant 39.80%<br />

Somewhat Unimportant 7.14%<br />

Very Unimportant 5.10%<br />

How important is it that the packs you carry in your store are made from<br />

a recognized brand?<br />

Very Important 35.71%<br />

Somewhat Important 44.90%<br />

Neither Important nor Unimportant 11.22%<br />

Somewhat Unimportant 5.10%<br />

Very Unimportant 3.06%<br />

Source: CORDURA; Inside Outdoor<br />

cited extensive research that suggested<br />

outdoor consumers preferred simplicity<br />

over technical data when making<br />

apparel decisions. In the end, outdoor<br />

consumers simply want their gear to<br />

work, regardless of what’s in it, and if<br />

an apparel company can deliver on that<br />

promise, it didn’t matter so much what<br />

was in the details.<br />

So while users recreating in<br />

more extreme conditions likely will<br />

continue to require the assurance of<br />

extensive lab testing and the sciencebased<br />

backgrounds of fabrication<br />

specialists, more mainstream users<br />

might be satisfied with the reputation<br />

of a product manufacturer or retailer<br />

with whom they have established<br />

some relationship.<br />

“Everyone wants benefits and reputations,<br />

not number and graphs,”<br />

Gray continues.<br />

Likewise, marketers of all types of<br />

technology must come to grips with<br />

changes in the way technology itself is<br />

perceived. To those of us who were born<br />

prior to the recent age of rapid consumer<br />

technological advancement, technology is<br />

seen as nothing short of a game changer.<br />

It has simplified tasks and obsoleted business<br />

models. To younger folks, it’s just<br />

always been there; in any product or service<br />

that must “perform,” the existence of<br />

science and technology is assumed.<br />

Think of it this way: to Millennials<br />

and those younger, developments such<br />

as automation, touch-screens, IP and<br />

mobility are no more seen as “technology”<br />

as radio and TV is seen as technology<br />

by Generation X. Technology, in and<br />

of itself, is not so impressive any more,<br />

and it’s possible that friends, fans and<br />

experiential recommendations could<br />

become more influential than the science<br />

behind a familiar, branded component.<br />

Columbia Sportswear’s sourcing<br />

strategy, however, also has lots to do<br />

with its ongoing global conquest. To a<br />

company such as Columbia, for which<br />

sales growth in Europe and Asia is<br />

dwarfing domestic growth and product<br />

is manufactured, warehoused and sold<br />

on multiple continents, eliminating<br />

third-party components helps to streamline<br />

logistics and manage cost structures.<br />

Few vendors in the outdoor industry<br />

have the market share and capital to internally<br />

control textiles and treatments, but<br />

Columbia is not the only company that<br />

has re-considered component branding.<br />

A few years back, GE made a 180-degree<br />

turn with regard to the marketing<br />

of its eVent brand of breathable waterproof<br />

performance fabrics. Replacing<br />

the bright orange trade show booths and<br />

GE’s massive brand equity was a new<br />

focus away from the fabric as an ingredient<br />

brand. GE announced that it was going<br />

to allow partners to re-brand eVent<br />

as their own and utilize it in a variety of<br />

applications and price-points.<br />

Initially launched as a stand-alone,<br />

consumer-facing brand, eVent’s new<br />

focus was better aligned with the GE<br />

master brand strategy, said the company,<br />

and allowed it to direct more spending<br />

on research and innovation. Some industry<br />

observers, however, suggested<br />

the move was an admitted defeat to<br />

Gore’s dominance or possibly was a<br />

workaround for vendors that were<br />

16 | <strong>InsideOutdoor</strong> | <strong>Fall</strong> 2011


When Extreme<br />

Performance Matters<br />

© 3M 2011. All Rights Reserved. Scott Markewitz Photography, Inc.<br />

Look for the Platinum Tag<br />

When your outerwear carries the 3M Thinsulate Platinum Insulation tag,<br />

consumers know: this outdoor gear is built for serious action. The Platinum tag is<br />

the new face of high-end 3M Thinsulate Platinum Insulation. It differentiates<br />

technically advanced Thinsulate Platinum insulation in performance outerwear<br />

from everyday applications, and sets your apparel apart.<br />

3M Thinsulate Insulation is the brand people trust for warmth. No other<br />

insulation delivers more name recognition or a broader range of product options.<br />

Now, Platinum merchandising puts premium outerwear in a class of its own, for a<br />

distinct point-of-sale advantage.<br />

Visit thinsulate.com for more information. Become a fan at Facebook.com/thinsulate.


ing an Earnout<br />

r Consideration<br />

• Earnout Amount<br />

contractually forbidden from employing<br />

• Earnout Period<br />

both the Gore-Tex and eVent brands.<br />

• Performance Goals<br />

A quick, informal survey of outdoor<br />

• Payment products Schedule currently on the market shows<br />

• Operational that, while Integration vendors have been given the<br />

choice to incorporate eVent as a house<br />

brand or otherwise, most, though not<br />

all, have decided to stick with using the<br />

name eVent in their marketing and on<br />

rns change spec sheets.<br />

u already This stock probably comes as some relief<br />

selling to direct Polartec, which has spent significant<br />

eb sitemoney supporting the launch of its<br />

NeoShell breathable waterproof category.<br />

11%<br />

Billed as “the most breathable waterproof<br />

19%<br />

fabric ever made,” Polartec NeoShell<br />

utilizes an exclusive sub-micron fiber<br />

membrane 34% that blocks water but allows<br />

for two-way air exchange to efficiently<br />

13%<br />

move moisture away from the body, says<br />

Polartec. 23% Whereas most waterproof/<br />

breathable systems on the market rely<br />

on diffusion, in which moisture and heat<br />

within the microclimate create enough<br />

pressure to push moisture through the<br />

fabric, NeoShell uses convection or a<br />

constant, two-way exchange of air that<br />

Polartec NeoShell Outperforms in Dynamic Breathability Testing<br />

HIGH<br />

breathability<br />

LOW<br />

breathability<br />

Water Vapor Flux g/m 2 /24hrs<br />

Source: Polartec<br />

18000<br />

16000<br />

14000<br />

12000<br />

10000<br />

8000<br />

6000<br />

4000<br />

0 25 50 75 100 125 150 175 200<br />

Pressure Drop Across Sample (PA)<br />

Forces air through fabric to illustrate the effect of<br />

wind and movement on breathability<br />

No air<br />

movement<br />

Slight air<br />

movement<br />

allows more moisture to be pulled out,<br />

even at extremely low levels of pressure.<br />

The new fabric yields competitive<br />

scores on traditional waterproof breathability<br />

measures like RET and MVTR,<br />

but Polartec believes these static testing<br />

methods fail to replicate what garments<br />

Increasing<br />

air movement<br />

Polartec® Classic 200<br />

Polartec® Power Shield®Pro<br />

Polartec® NeoShell®<br />

Competitor WPB - 1<br />

Competitor WPB - 2<br />

Competitor WPB - 3<br />

and wearers encounter during actual<br />

use outside. Polartec says its technology<br />

out-breathes competitors during<br />

“dynamic breathability” testing, which<br />

more closely emulate real-world experience.<br />

The company is encouraging the<br />

industry to adopt Dynamic Moisture<br />

006 to 2010<br />

0.1 Billion 10.1 Billion<br />

SuperFabric<br />

material<br />

®<br />

by HDM, Inc. TM<br />

brand<br />

37.8 Billion 137.9 Billion<br />

48.9% 48.6%<br />

2009 2010<br />

any been actively involved in<br />

ed touch-points for employees<br />

18%<br />

49%<br />

2011 2010<br />

70%<br />

®<br />

HDM<br />

HDM, Inc.<br />

570 Hale Ave.<br />

Oakdale, MN 55128<br />

(651)-730-6203<br />

email: outdoor@superfabric.com<br />

www.SuperFabric.com<br />

4%<br />

18 | <strong>InsideOutdoor</strong> | <strong>Fall</strong> 2011


Permeation Cell (ASTM 2298), a test<br />

used by the United States military to<br />

evaluate fabrics because it more closely<br />

predicts actual user experience.<br />

As for the branding, Polartec is<br />

selling its new fabrics only as Polartec<br />

NeoShell and says it has no intention of<br />

white labeling the collection. Similar to<br />

eVent, however, Polartec is actively collaborating<br />

with partner mills, converters<br />

and vendors to develop fabric packages<br />

with specific performance capabilities.<br />

“This is a point of differentiation,<br />

and I think a competitive advantage for<br />

Polartec NeoShell,” says Fielding Miller,<br />

who handles Polartec for marketing and<br />

PR firm Backbone Media.<br />

Outdoor apparel brands such as<br />

Westcomb, Rab, 66North and Eider are<br />

using more lightweight hardshell-like<br />

iterations of Polartec NeoShell with a<br />

nylon face and a flat tricot back, says<br />

Miller, while others such as The North<br />

Face and Marmot are using more thermal<br />

softshell-like versions of NeoShell<br />

with a stretch woven face and fleece<br />

backs. And Mammut is using “a superbomber,<br />

stretchy version that’s kind of in<br />

between,” he says.<br />

“So there’s a lot Polartec can do in<br />

terms of sandwiching the membrane<br />

between different face and back fabrics,”<br />

says Miller.<br />

Retailers, for their part, appear somewhat<br />

split as to whether or not branded<br />

fabrics and components are crucial to sell<br />

through, at least when it comes to backpacks.<br />

About half of retailers (48 percent)<br />

who were surveyed by CORDURA and<br />

Inside Outdoor said branded components<br />

were very or somewhat important to<br />

the packs they carry in their stores. The<br />

remaining 52 percent were either neutral<br />

or said branded components were<br />

unimportant. Incidentally, retailers do<br />

want their packs adorned with informative<br />

hangtags and labels. Nearly eight out<br />

of 10 retailers said information tags and<br />

labels were very or somewhat important.<br />

Still, regardless of the route breathable<br />

waterproof fabric contestants take,<br />

it’s never easy to challenge a large, established<br />

and respected incumbent such<br />

as Gore-Tex. On the other hand, there’s<br />

never been a better time for competitive<br />

providers and market attackers.<br />

One would have to be living under a<br />

rock not to see and have experienced the<br />

disruption wrought by the increasing<br />

fragmentation of media, communications<br />

and consumer shopping behavior.<br />

Power has shifted decidedly into the<br />

hands of the individual, and critical<br />

mass in marketing can be built in an<br />

increasing number of ways.<br />

Nowadays, it’s quite possible that<br />

an independent specialty retailer, such<br />

as Moosejaw, that understands social<br />

marketing, mobility and the power of<br />

the “network effect” (that a network<br />

grows stronger with every node or<br />

user that connects to it) can be more<br />

influential than a million-dollar branding<br />

campaign and a team of intellectual<br />

property attorneys.<br />

That’s not to suggest Gore-Tex’s market<br />

share will suddenly drop precipitously.<br />

It’s just that competitive providers<br />

have more tools and opportunities<br />

than ever before to gain chunks of loyal<br />

and vocal followers.<br />

brand<br />

Anti-Chafe Balm<br />

®<br />

#1<br />

top seller<br />

since 1996<br />

For Rubbing That Causes Chafing and Blisters<br />

since 2001<br />

the necessary accessory<br />

© 2011 BODYGLIDE, Bellevue, WA USA<br />

<strong>Fall</strong> 2011 | <strong>InsideOutdoor</strong> | 19


On Spec and<br />

In Stock<br />

Outdoor component swatches<br />

and shorts<br />

University of Georgia<br />

Licensing ‘Permanent’<br />

Anti-microbial Treatment<br />

A researcher at the University of Georgia claims<br />

to have invented a new technology that can inexpensively<br />

render natural and synthetic materials permanently<br />

germ free, and hence odor free. The technology<br />

reportedly can be applied during the manufacturing<br />

process or at home, and it doesn’t come out in the<br />

wash. In other words, repeated applications are unnecessary<br />

to maintain effectiveness, said sources from<br />

the university<br />

The anti-microbial treatment reportedly kills a wide<br />

spectrum of bacteria, yeasts and molds that can cause<br />

disease, break down fabrics, create stains and produce<br />

odors, said Jason Locklin, inventor of the technology and<br />

an assistant professor of chemistry in the Franklin College<br />

of Arts and Sciences and on the Faculty of Engineering.<br />

It is available for licensing from the University of<br />

Georgia Research Foundation (UGARF).<br />

“Similar technologies are limited by cost of materials,<br />

use of noxious chemicals in the application or loss<br />

of effectiveness after a few washings,” said Gennaro<br />

Gama, UGARF senior technology manager. “Locklin’s<br />

technology uses ingeniously simple, inexpensive and<br />

scalable chemistry.”<br />

Gama said the technology is simple to apply in the<br />

manufacturing of fibers, fabrics, filters and plastics. It<br />

also can bestow antimicrobial properties on finished<br />

products, such as athletic wear and shoes, and textiles<br />

for the bedroom, bathroom and kitchen.<br />

Another advantage of UGARF’s technology, said<br />

Gama, “is that the permanent antimicrobial can be<br />

applied to a product at any point of the manufacturesale-use<br />

continuum. In most cases, anti-microbial<br />

technologies require blending of the treatment in the<br />

manufacturing process.”<br />

Locklin said the antimicrobial was tested against<br />

many of the pathogens common in healthcare settings,<br />

including staph, strep, E. coli, pseudomonas and<br />

acetinobacter. After just a single application, no bacterial<br />

growth was observed on the textile samples added to the<br />

culture – even after 24 hours at 37 degrees Celsius.<br />

Moreover, in testing, the treatment remained fully active<br />

after multiple hot water laundry cycles, demonstrating<br />

the antibacterial does not leach out from the textiles<br />

even under harsh conditions.<br />

Thin films of the new technology also can be used to<br />

change other surface properties of both cellulose- and<br />

polymer-based materials.<br />

“It can change a material’s optical properties – color,<br />

reflectance, absorbance and iridescence – and make it<br />

repel liquids, all without changing other properties of<br />

the material,” said Gama.<br />

A paper on the new technology was published by<br />

Locklin in a peer-reviewed journal of the American<br />

Chemical Society.<br />

CORDURA Shows<br />

Its ‘Softer Side’<br />

Widely known for its bombproof toughness and longlasting<br />

durability, CORDURA showcases its versatility<br />

and “softer side” in a new apparel fabric line launched<br />

this fall. Available in “full dull” nylon yarn constructions<br />

20 | <strong>InsideOutdoor</strong> | <strong>Fall</strong> 2011


that look and feel more like natural fiber<br />

based fabrics, yet still incorporate the<br />

exceptional abrasion, tensile and tear<br />

strengths the brand is popular for, COR-<br />

DURA’s new Naturalle fabric collection<br />

is ideally suited for a wide array of enduses,<br />

including performance active wear,<br />

technical outerwear and shell weight<br />

fabrics, as well as ready-to-wear apparel.<br />

With more than 30 years of trusted,<br />

rugged performance from CORDURA<br />

brand fabrics, the industry will find a<br />

comprehensive offering in the brand’s<br />

Apparel Collection, which includes a<br />

variety of nylon/cotton blends, performance<br />

knits, traditional wovens and<br />

ultralights, as well as the new COR-<br />

DURA Naturalle fabric assortment that<br />

provides a matte appearance similar to<br />

the look of cotton.<br />

CORDURA Naturalle fabrics<br />

provide stylish durability without<br />

sacrificing functionality and performance.<br />

The CORDURA Apparel Fabric<br />

Collection also features a wide selection<br />

of lightweight plain, ripstop and<br />

dobby weaves, as well as circular, flat<br />

or warp knits. What’s more, the collection<br />

also showcases two and three<br />

layer laminated fabrics, double weaves<br />

and stretch wovens and knits combined<br />

with INVISTA’s LYCRA fiber,<br />

all available with or without specialty<br />

performance finishes.<br />

Discover the highest caliber materials on the market.<br />

Schoeller Textil – Power of Innovation.<br />

Schoeller Textil USA Inc., 621 Fifth Avenue North, Suite B<br />

Seattle, WA +1 206 283 6991, www.schoeller-textiles.com<br />

scImage117,48s123,83USA231210.indd 1<br />

Meet us at<br />

the Winter 2012<br />

Outdoor Retailer Show<br />

Schoeller achieves exceptional quality in cooperation with our global partners<br />

by using only premium raw materials, advanced technologies, and the most<br />

modern equipment coupled with over 140 years of experience.<br />

Functional Fabrics. Innovative Textile Technologies.<br />

04.01.2011 10:00:01 Uhr<br />

“When you say CORDURA fabrics,<br />

you think durability and all the tough<br />

end uses we are traditionally known<br />

for such as luggage, packs and gear,”<br />

said Cindy McNaull, global CORDURA<br />

brand and marketing director. “But now,<br />

<strong>Fall</strong> 2011 | <strong>InsideOutdoor</strong> | 21


the CORDURA brand portfolio has a full<br />

line of fabrics for apparel. We’re excited<br />

to showcase ‘the softer side of durability’<br />

and demonstrate with our wide<br />

variety of fabric offerings that you don’t<br />

have to sacrifice comfort for long-lasting<br />

performance.”<br />

Ideally suited for inner layer, nextto-skin<br />

garments, such as t-shirts and<br />

baselayers, and for outer layer shells,<br />

the comprehensive CORDURA Apparel<br />

Fabric Collection will offer customers<br />

a vast array of performance driven,<br />

versatile and trend-conscious styling<br />

options, says the company. All these<br />

options include the built-in durability of<br />

CORDURA fabric to seamlessly transfer<br />

these products from day to night and<br />

from the trail to the dinner table.<br />

TENCEL Goes<br />

Seamless<br />

Lenzing, the developers of<br />

TENCEL, understand that a<br />

fiber’s performance features,<br />

the design of the fabric and<br />

the garment construction<br />

all are equally critical for<br />

comfortable performance wear<br />

that meets the demands of the<br />

outdoor market. To provide additional<br />

support to its customers,<br />

Lenzing applied its fiber<br />

and fabric expertise to create<br />

seamless textiles that maximize<br />

these combined factors.<br />

TENCEL imparts highly<br />

desirable benefits to sports textiles.<br />

Its moisture management properties are<br />

inherent and made possible by submicroscopic<br />

canals between the individual<br />

fibrils that regulate the rapid absorption<br />

and release of moisture.<br />

A versatile companion to other<br />

performance fibers, TENCEL not only<br />

contributes moisture management<br />

functionality to a wide variety of sports<br />

blends, but its skin-friendly properties<br />

result in frictionless fabrics that<br />

don’t irritate skin or inhibit movement.<br />

TENCEL Seamless Technology<br />

construction methodology produces<br />

functional, smooth garments without<br />

chafing or constraining seams. TENCEL<br />

seamless garments can be designed for<br />

sport-specific uses, said the company.<br />

Yarn blends can be tailored for physical<br />

22 | <strong>InsideOutdoor</strong> | <strong>Fall</strong> 2011<br />

conditions and garments can be created<br />

with the required dimensions and<br />

specifications for the particular activity.<br />

TENCEL is a sustainable fiber manufactured<br />

from wood.<br />

Sierra Designs<br />

Adopts Insotect’s<br />

Insulation System<br />

Insotect Ltd. announced that the<br />

company’s Insotect Flow insulation system<br />

has been adopted by Sierra Designs<br />

for use in its new ultra-light Cloud 15<br />

sleeping bag. According to the company,<br />

Sierra Designs’ adoption of the technology<br />

into the Cloud 15, which is poised to<br />

be one of the lightest 15-degree bags on<br />

the market, reflects Insotect’s growing<br />

presence as a “staple feature” within<br />

high-end sleeping bags.<br />

The Insotect Flow sleeping<br />

bag construction combines<br />

the presence of vertical thermal<br />

channels (VTCs) with<br />

Insotect’s proprietary Flow-<br />

Gates. By utilizing vertical<br />

channels instead of horizontal<br />

ones, the number of total<br />

channels is decreased and<br />

thus overall material weight is<br />

reduced, says the company.<br />

The vertical orientation<br />

helps facilitate heat distribution<br />

more readily from head<br />

to toe, which is an advantage<br />

over traditional sideto-side<br />

horizontal channels.<br />

The FlowGates are placed<br />

along the vertical thermal channels<br />

to hold the down insulation in place,<br />

minimizing down-shifting.<br />

“We are extremely pleased to be working<br />

with Sierra Designs on a bag of this<br />

caliber,” said Irvin Vale Akopov, Insotect<br />

brand manager. “Insotect Flow provides<br />

an exciting opportunity for both companies<br />

to collaborate on bringing a great<br />

product like the Cloud 15 to market.”<br />

Insotect’s insulation systems and<br />

technologies have been adopted by<br />

other leading industry brands such as<br />

Marmot, EMS, Big Agnes and Montbell,<br />

among others.<br />

Unifi Closes Loop<br />

on Fabric Waste<br />

Each year millions of pounds of<br />

textile manufacturing scraps end up in<br />

landfills. Unifi is doing its part to give<br />

these fabrics a second chance with its<br />

Repreve Textile Takeback Program.<br />

Initially launched with partner Polartec,<br />

The Textile Takeback Program is a<br />

first-of-its-kind recycling program that<br />

recycles various polyester-based fabrics,<br />

including supply chain waste and postconsumer<br />

fabrics that have reached their<br />

end of life. This waste is collected and<br />

recycled back into a new Repreve product<br />

offering, the Repreve Takeback fiber.<br />

“The industry continues to focus<br />

on ways to reduce textile fabric waste<br />

throughout the supply chain, however,<br />

as a bi-product of manufacturing, waste<br />

is still created,” said Roger Berrier, president<br />

and COO for Unifi. “The Textile<br />

Takeback Program provides the industry<br />

with a responsible and sustainable outlet


for this waste, while expanding the<br />

growth and reach of the Repreve brand.”<br />

Both Unifi and Polartec have worked<br />

with military apparel manufacturer,<br />

Peckham Inc. of Lansing, Mich., to define<br />

a process allowing for Polartec polyester<br />

cut-waste to be recycled back into Polartec’s<br />

exclusive Repreve 100 branded yarn. This<br />

new yarn will now include a blend of recycled<br />

bottles and recycled fabrics and will<br />

be used to produce performance Polartec<br />

fabrics for the outdoor apparel market.<br />

“In typical garment manufacturing,<br />

10 to 20 percent of all fabric produced<br />

becomes cut-waste left over after panels<br />

are cut,” said Andy Vecchione, president<br />

and CEO of Polartec. “This fabric has historically<br />

been down cycled into batting or<br />

simply sent to the landfill. We can now use<br />

this waste stream to create new, first-quality<br />

performance Polartec fabrics.”<br />

In 2011, more than 40 percent of<br />

Polartec’s total production will utilize<br />

Repreve 100 recycled yarns, said Vecchione,<br />

and the company expects that<br />

number to grow in 2012 and beyond.<br />

The Takeback Program was made possible<br />

by Unifi’s new $8 million recycling<br />

center, which opened in the early part of<br />

this year. The new plant consists of two<br />

spinning lines: one for the conversion of<br />

post-consumer flake into chip and one for<br />

the production of the hybrid chip, which<br />

will recycle both internal pre-consumer<br />

industrial waste along with those scraps<br />

from manufacturing partners. As long<br />

as scraps are 100 percent polyesters, the<br />

waste will be ground, torn, shredded and<br />

melted and reformed into Repreve chip<br />

before being re-extruded as a solutiondyed<br />

black Repreve yarn.<br />

Unifi is currently looking for qualified<br />

Repreve customers to join the Textile<br />

Takeback program. Applicants will<br />

be asked to undergo an initial approval<br />

process to become further qualified as a<br />

program participant. The qualification<br />

also will be used to help develop a process<br />

the fits everyone needs, says Unifi.<br />

Participant eligibility starts with being<br />

a Repreve customer. And since Unifi<br />

employs mechanical recycling, the focus<br />

right now is on recycling supply chain<br />

fabric waste made from polyester and<br />

post-consumer polyester fabrics at the<br />

end of life.<br />

The Textile Takback Program currently<br />

is available only in the Americas<br />

due to the location of the new Repreve<br />

Recycling Center, but the company is<br />

working to expand the program into<br />

other geographic areas, including Asia.<br />

Neoshell Wins<br />

Derryck Draper<br />

Award<br />

Polartec NeoShell, billed as the<br />

most breathable waterproof fabric<br />

on the market, has been voted most<br />

outstanding outdoor product innovation<br />

during the last 12 months by the<br />

United Kingdom’s Outdoor Writers<br />

and Photographers Guild. The guild’s<br />

panel of outdoor experts represents<br />

some of the top media professionals<br />

specializing in sustainable outdoor<br />

activities and the environment.<br />

This year’s panel of judges, which<br />

included U.K. writers Chris Townsend,<br />

Judy Armstrong, Graham Thompson<br />

and Tom Hutton, were unanimous<br />

in their decision to give the award to<br />

Polartec NeoShell, said Roly Smith,<br />

president of the Outdoor Writers and<br />

You’re always<br />

in the green<br />

with Coghlan’s<br />

2012 New Products<br />

Coghlan’s Outdoor Accessories offer quick<br />

delivery, full margins and fast turn-over on<br />

over 450 outdoor products that are packaged<br />

with the environment in mind. For activities<br />

like camping, fishing, hunting, backpacking,<br />

boating or just a backyard picnic, we offer a<br />

huge selection of accessories that will sell.<br />

The Outdoor Accessories People<br />

www.coghlans.com<br />

facebook.com/coghlansgear<br />

24<br />

coghlans<strong>InsideOutdoor</strong><strong>Fall</strong>2011.indd | 1 | <strong>Fall</strong> 2011<br />

10/14/2011 2:23:51 PM


Photographers Guild.<br />

“Most membranes work because<br />

the heat and moisture inside creates<br />

pressure that then tries to force<br />

its way out; but the new Polartec<br />

NeoShell works slightly differently,<br />

allowing the air outside to ‘pull’ the<br />

moisture out,” said Smith. “It was this<br />

innovative approach and, of course,<br />

the resulting end product that so impressed<br />

the judges.”<br />

“(Polartec NeoShell is) the most<br />

breathable membrane I’ve ever tried,”<br />

added Townsend, gear tester for TGO.<br />

Judges also felt NeoShell was a big<br />

story because it’s available in different<br />

weights and fabrics.<br />

“If you can win an award for a<br />

waterproof fabric in the U.K., you can<br />

win anywhere,” joked Nate Simmons,<br />

Polartec global director of marketing.<br />

“We’ve been getting great feedback<br />

from head-to-head tests with some of<br />

the other new technologies and we<br />

really think Polartec NeoShell will help<br />

change the way people think about<br />

waterproof fabrics.”<br />

Polartec NeoShell can be seen in the<br />

<strong>Fall</strong> 2011 collections of some of the best<br />

outdoor apparel brands in the world<br />

including 66 North, Mammut, Marmot,<br />

Montura, Rab, The North Face, Vaude<br />

and Westcomb.<br />

DuPont Sorona<br />

Receives Oeko-Tex<br />

Certification<br />

DuPont Industrial Biosciences recently<br />

announced that DuPont Sorona<br />

has received Oeko-Tex Standard 100<br />

Class 1 Certification from Oeko-Tex and<br />

the Hohenstein Textile Testing Institute.<br />

Sorona renewably sourced polymer is<br />

certified for use in fiber applications<br />

for textiles (apparel, home, office and<br />

automotive interiors) and for carpet<br />

(residential, commercial and automotive<br />

including mats).<br />

Oeko-Tex Class 1 certification is considered<br />

the organization’s most stringent<br />

test and includes textiles and carpets<br />

intended for use by infants and toddlers.<br />

It verifies Sorona is free from dangerous<br />

levels of harmful substances and meets<br />

REACH and CPSIA requirements in the<br />

EU and USA.<br />

“Receiving Oeko-Tex\Standard<br />

100 Class 1 certification for Sorona<br />

provides third-party validation of the<br />

safety of Sorona for use in all fiber<br />

applications,” said Walter L. Fields,<br />

III, global business director. “This will<br />

benefit our downstream customers,<br />

and we will work with them to get further<br />

Oeko-Tex certification throughout<br />

the supply chain”<br />

DuPont Sorona is made, in part, with<br />

annually renewable plant-based resources.<br />

By replacing traditional petrochemical<br />

ingredients with those made from renewable<br />

resources, Sorona helps reduce<br />

dependency on oil and petrochemicals.<br />

Additionally, the production of Sorona<br />

offers significant energy savings and<br />

reduced CO2 emissions when compared<br />

to the production of an equal amount of<br />

nylon, said the company. Sorona is also<br />

free from heavy metals.<br />

“Sorona is one of the first bio-based<br />

textile polymers to demonstrate highly desirable<br />

technical and life cycle advantages<br />

<strong>Fall</strong> 2011 | <strong>InsideOutdoor</strong> | 25


for a wide range of products from apparel<br />

to carpets,” said Sam Moore Ph.D, who<br />

represents Oeko-Tex in North America.<br />

“This certification is further assurance<br />

of the desirability of this fiber for<br />

many textile designers concerned about<br />

long term sustainability and technical<br />

superiority,” he continued.<br />

In 2011, Sorona also became one of<br />

the first products certified by the USDA<br />

Biopreferred labeling program.<br />

NatureWorks Lands<br />

$150M for New Plant<br />

Bioplastics manufacturer Nature-<br />

Works LLC has landed a $150 million<br />

investment from Thailand’s largest<br />

chemical producer, PTT Chemical<br />

Public Company Limited. Up until this<br />

investment, which is subject to regulatory<br />

approval, NatureWorks was wholly<br />

owned by Cargill. NatureWorks supplies<br />

its broad family of renewable Ingeo<br />

biopolymers, which are made from<br />

plants such as corn, to plastics and fibers<br />

markets worldwide.<br />

PTT Chemical’s investment supports<br />

NatureWorks intent to globalize<br />

its Ingeo manufacturing capability by<br />

building a new production facility in<br />

Thailand, supporting its Asian customer<br />

base and delivering on a commitment to<br />

renewable feedstock diversification, said<br />

Marc Verbruggen, president and chief<br />

executive officer of NatureWorks.<br />

“We anticipate bringing the new<br />

plant online in 2015 and expect to announce<br />

further details on this expansion<br />

later this year,” he said. “The proposed<br />

new Ingeo facility in Thailand would be<br />

NatureWorks’ second production plant.”<br />

“This investment will strengthen<br />

PTT Chemical’s green growth strategy<br />

towards sustainable development by<br />

integrating more renewable and environmentally<br />

friendly materials in its portfolio,<br />

while offering more green product<br />

choices to the customer to fulfill our<br />

responsibility as the ‘Power for a Sustainable<br />

Future’ for Thailand and all stakeholders,”<br />

said Nuttachat Charuchinda,<br />

the chief operating officer, Downstream<br />

Petroleum Business Group of PTT Public<br />

Company Limited. “PTT Chemical is<br />

keen to play a role in pioneering a worldscale<br />

bioplastics industry with the aim to<br />

become a global leader by 2020 and push<br />

Thailand to become an Asian bio-hub.”<br />

The Thai government has been<br />

encouraging investment in green<br />

chemicals, and particularly bioplastics,<br />

which have high growth potential in the<br />

Southeast Asian market, said Thailand’s<br />

Minister of Energy Pichai Naripthaphan.<br />

“By attracting what could be the most<br />

advanced biopolymer processing plant<br />

in the world to Thailand, PTT Chemical<br />

has made a significant step in achieving<br />

Thailand’s strategic objectives of becoming<br />

a regional hub for green technologies<br />

and solutions,” he continued.<br />

“Ingeo offers the performance of<br />

conventional plastics and fibers with a<br />

fraction of the greenhouse gas emissions<br />

and lower non-renewable energy requirements.<br />

Because it is made from renewable<br />

plant material, Ingeo has inherently more<br />

stable pricing, contrasting sharply to the<br />

massive price swings observed from fossil<br />

based polymers,” explained Veerasak<br />

Kositpaisal, president and chief executive<br />

officer of PTT Chemical.<br />

During the past several years, NatureWorks<br />

has seen steady 25 percent to<br />

30 percent increases in annual product<br />

demand. In the last two years, Nature-<br />

Works doubled its Ingeo supply availability<br />

by bringing online additional<br />

production capacity at its Blair, Neb.,<br />

processing facility.<br />

Organic Cotton<br />

Market Up<br />

Despite Downs<br />

Neither a recession nor unstable<br />

economies put a damper on the fastgrowing<br />

global organic textile industry.<br />

According to studies by Textile Exchange<br />

(formerly Organic Exchange)<br />

the worldwide organic textile industry<br />

grew 20 percent in 2010 to an estimated<br />

$5.16 billion.<br />

An earlier report from Textile<br />

Exchange also found that production<br />

of organic cotton rose 15 percent, from<br />

209,950 metric tons in 2008/09 to 241,276<br />

metric tons in 2009/2010. Organic cotton<br />

now represents 1.1 percent of global cotton<br />

production, as global organic cotton<br />

has witnessed an explosive 539 percent<br />

increase in production during the last<br />

five years. In 2005/06, for instance, only<br />

37,000 metric tons were produced, says<br />

Textile Exchange.<br />

“Several brands and retailers more<br />

than doubled their usage of organic<br />

cotton alone and plan to do so in 2012<br />

as well,” says the group. “Others with<br />

large programs are staying the course.”<br />

As a result, Textile Exchange projects<br />

the global organic cotton market will<br />

increase another 20 percent in 2011 to<br />

result in an estimated $6.2 billion market<br />

in 2011 and a $7.4 billion market in 2012.<br />

“Consumers continue to be committed<br />

to supporting the use of organic cotton<br />

and other sustainable fibers, while brands<br />

and retailers continue to make their product<br />

lines more sustainable by continuing<br />

to increase their use of such fibers and<br />

safer, more innovative manufacturing<br />

processes,” said LaRhea Pepper, Textile<br />

Exchange managing director.<br />

Textile Exchange also announced an<br />

updated “Top Ten” list of organic cottonusing<br />

brands and retailers globally in<br />

2010. Certain companies had exceptional<br />

programs that resulted in a major reshuffling<br />

of the rankings from previous<br />

years, said the group.<br />

Top 10 Organic Cotton Using Brands<br />

and Retailers<br />

H&M (Sweden)<br />

C&A (Belgium)<br />

Nike, Inc. (Oregon, USA)<br />

Zara (Inditex) (Spain)<br />

Adidas (Germany)<br />

Greensource (Washington, USA)<br />

Anvil Knitwear (New York, USA)<br />

Target (Minnesota, USA)<br />

Disney Consumer Products, (California, USA)<br />

Otto Group (Germany)<br />

Source: Textile Exchange<br />

One example was an ambitious program<br />

launched by H&M, which pushed<br />

it past former front-runner C&A, which<br />

itself had an outstanding year, said the<br />

trade group. Likewise, adidas jumped past<br />

competitors to go from 11th on the list to<br />

5th place, while Greensource and Target<br />

both increased two positions. Disney<br />

Consumer Products also ranked in the top<br />

10 for the first time with robust sales of<br />

Anvil’s private label tees to several brands<br />

on the list. It should be noted, however,<br />

that WalMart did not submit data.<br />

Textile Exchange also identified<br />

key areas for collaborative work in the<br />

26 | <strong>InsideOutdoor</strong> | <strong>Fall</strong> 2011


future, including developing a harmonized<br />

definition of sustainable or<br />

preferred textiles and equipping more<br />

players in the textile, apparel and home<br />

furnishings industry with the ability<br />

to integrate sustainability into their<br />

business and product strategies through<br />

training, tools and information.<br />

“Consumers continue to be committed to supporting<br />

the use of organic cotton and other sustainable<br />

fibers, while brands and retailers continue to<br />

make their product lines more sustainable ...”<br />

— LaRhea Pepper, Textile Exchange managing director.<br />

PrimaLoft Re-Enlisted<br />

by U.S. Marines<br />

PrimaLoft Insulation Technology announced<br />

that the United States Marine<br />

Corps (USMC) has purchased 8,750<br />

additional sets of the USMC Extreme<br />

Cold Weather System, which consist of<br />

parkas, trousers and booties insulated<br />

with PrimaLoft.<br />

The USMC Extreme Cold Weather<br />

System (ECWS) is currently used by<br />

thousands of U.S. Marines stationed in<br />

the coldest areas of Afghanistan and<br />

across the globe.<br />

This new purchase brings the total<br />

number of PrimaLoft Extreme Cold<br />

Weather System units currently fielded<br />

to Marines to 58,750.<br />

Specifically developed to provide<br />

U.S. Marines with tactical advantages<br />

during challenging cold and wet weather<br />

conditions, the Extreme Cold Weather<br />

System includes a parka, trouser and<br />

booties insulated with PrimaLoft that are<br />

packable, lightweight, weather resistant<br />

and very warm.<br />

The U.S. Army originally commissioned<br />

Albany International Corp. to<br />

develop a water resistant synthetic<br />

alternative to down. Today, PrimaLoft is<br />

the premier supplier of insulation to the<br />

United States Army, Marine Corps and<br />

Special Operations Forces.<br />

“PrimaLoft takes great pride in our<br />

work to provide the best possible insulation<br />

technology to meet the U.S. Marine<br />

Corps mission-readiness needs,” said<br />

PrimaLoft vice president and general<br />

manager Joe Rumiesz. “We began working<br />

with the DoD 25 years ago, and we<br />

continue to advance our unique technology<br />

to address the specialized gear needs<br />

of our men and women in uniform.”<br />

DuPont Opens<br />

Carolina Kevlar<br />

Plant<br />

DuPont announced the start-up of its<br />

$500 million Cooper River Kevlar facility<br />

near Charleston, S.C. The new plant is<br />

expected to result in an initial 25 percent<br />

increase of overall global production<br />

capacity for Kevlar. Ultimately, a 40 percent<br />

increase is expected after continued<br />

technology developments during the<br />

next two years, said the company.<br />

Along with a recent $50 million<br />

expansion at DuPont’s Spruance plant in<br />

Richmond, Va., Cooper River represents<br />

the largest single investment in Kevlar<br />

and the largest capacity increase since<br />

the fiber was introduced in 1965. Along<br />

with creating new permanent jobs, the<br />

Cooper River plant was built over a period<br />

of three years using a construction<br />

workforce of up to 800.<br />

The plant uses state-of-the-art technology<br />

that will allow DuPont to meet increased<br />

customer demand for advanced<br />

protective materials in emerging industries<br />

around the world by expanding its<br />

portfolio of science-based innovations<br />

and boosting productivity. Commercial<br />

supply will begin by the end of the year.<br />

“As the global population grows,<br />

there will be even more critical need<br />

for protection materials to keep people<br />

safe and to protect the environment,<br />

structures and critical processes,” said<br />

Thomas G. Powell, president, DuPont<br />

Protection Technologies. “This significant<br />

boost in production capacity<br />

and capability demonstrates DuPont’s<br />

continuing commitment to support our<br />

customers and to find solutions that help<br />

protect more people around the world.”<br />

The Cooper River Kevlar plant<br />

will initially produce innovations that<br />

support three primary technology<br />

platforms: DuPont Kevlar AP, DuPont<br />

Kevlar KM2 Plus and DuPont Kevlar<br />

XP for growing applications in ballistics,<br />

other personal protective equipment,<br />

aerospace, tires, fiber optic cables, oil<br />

and gas and automotive.<br />

GE, Kolon<br />

Collaborate<br />

on Membrane<br />

Applications<br />

GE and South Korea-based Kolon<br />

Fashion Material announced a collaboration<br />

on a wide range of membranes<br />

that KFM will use in laminate production<br />

to supply the Republic of Korea<br />

Military and the consumer market.<br />

The collaboration is part of GE’s strategy<br />

for its eVent fabrics waterproof/<br />

breathable product line. The alliance<br />

will allow customer brands to pair<br />

proven GE membranes with a wide<br />

range of laminates and fabrics to create<br />

unique apparel, footwear and accessories,<br />

said the companies.<br />

KFM, based in Gwacheon, will<br />

supply the South Korean Military with<br />

uniforms featuring waterproof/breathable<br />

membranes from GE laminated<br />

to KFM fabrics. In addition, KFM has<br />

combined GE membrane technology<br />

with its own proprietary lamination<br />

technology to create neoVENT-F, a<br />

waterproof/breathable fabric for the<br />

domestic Korean consumer market and<br />

global outdoor brands.<br />

“As a leader in the Korean fabrics<br />

industry, KFM is an excellent company<br />

to take full advantage of products using<br />

our membrane technology, both in military<br />

programs and with new outdoor<br />

programs,” said Glenn Crowther, product<br />

line leader for eVent fabrics at GE.<br />

Since its founding in 1957, KFM has<br />

been supplying fabrics, fibers, primarily<br />

nylon- and polyester-based, and other<br />

textiles to a wide range of clients.<br />

28 | <strong>InsideOutdoor</strong> | <strong>Fall</strong> 2011


Blocks the sun, rain and<br />

snow while keeping your<br />

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breathability<br />

One size fits all comfortably<br />

Seasonal styles avaliable


2011 Holiday Outlook<br />

& Gift Guide<br />

Heading into another tense and critical<br />

holiday shopping season, retailers once<br />

again are feeling a bit uncertain about the<br />

amount of Christmas cheer consumers<br />

will be spreading this winter. One could easily<br />

assume that wallets will remain closely guarded,<br />

and therefore inventory levels should be kept<br />

appropriately tight. Retailers, however, are getting<br />

some mixed signals that make just about any<br />

assumption somewhat risky.<br />

As the fall leaves began turning, for instance,<br />

confidence among consumers was at or near<br />

historic lows. The 45.4 September reading of the<br />

Consumer Confidence Index was far below the 70.4<br />

level it had reached in February and the 90-plus mark<br />

seen in a thriving economy. Possibly displaying even<br />

worse pessimism, an October CNN poll found that<br />

90 percent of Americans said economic conditions<br />

were “poor,” up from 81 percent in June. Numerous<br />

other surveys were showing that nearly half of<br />

consumers said they would be spending less this<br />

holiday season than in 2010, up from around the<br />

third of folks who expressed similar sentiments last<br />

year at the same time.<br />

Yet in the midst of all the gloom, September<br />

retail sales provided a ray of hope, surprising<br />

most analysts with nearly a 6 percent jump over<br />

the previous year, according to the National Retail<br />

Federation.<br />

“The unexpectedly strong sales increase in<br />

September may work to dampen fears of a doubledip<br />

recession and could indicate an economic and<br />

employment rebound,” said a hopeful Matthew Shay,<br />

NRF president and CEO.<br />

News was even rosier within the outdoor<br />

market. According to Leisure Trends Group,<br />

<strong>Fall</strong> 2011 | <strong>InsideOutdoor</strong> | 31


Gear & Garden<br />

2011 Holiday Outlook & Gift Guide<br />

Source: Retrevo<br />

September “core outdoor” retails sales jumped 17<br />

percent year over year, an increase of more than $60<br />

million. It represented the “strongest September on<br />

record,” since Leisure Trends began tracking outdoor<br />

sales in 1998, said Scott Jaeger, Leisure Trends senior<br />

retail analyst.<br />

Little clarity is provided by looking at the intent of CFOs.<br />

Retail chief financial officers surveyed by financial advisory<br />

firm BDO USA were split over whether going short on<br />

inventory or going long poses a greater risk this year. Carry<br />

too much and they could face steep discounts come the new<br />

year. Stock too little and they could run low and miss out on<br />

sales, similar to what happened to many stores in 2009.<br />

Even so, the general consensus is that retailers are<br />

being careful with their dollars this winter. Surveys by the<br />

National Retail Federation, says Shay, indicate retailers have<br />

planned for lean inventory levels, ordering conservatively but<br />

making arrangements to receive expedited deliveries closer<br />

to Christmas if demand picks up.<br />

“While businesses remain concerned over the viability of the<br />

economic recovery, there is no doubt that the retail inventory<br />

industry is in a better position this year to handle consumer<br />

uncertainty than it was in 2008 and 2009,” says Shay.<br />

A financial statement analysis of privately held U.S.<br />

retailers by Sageworks, meanwhile, found that inventories<br />

heading into the holiday season were somewhat higher<br />

than full-year levels between 2008 and 2010, at least<br />

in terms of inventory days. However, as a percentage<br />

of assets, inventories aren’t particularly higher than the<br />

past few years. According to Sageworks, retail inventory<br />

currently is about 28.62 percent of assets so far in 2011,<br />

compared to 28.24 percent of assets in 2010. Less than<br />

half a percentage point also separates 2011 levels so far<br />

from 2009 levels, when retailers ordered cautiously, show<br />

Sageworks’ figures.<br />

Conservative inventory strategies come as little<br />

surprise when considering the overall sales projections<br />

of most industry groups and analysts heading into<br />

holiday 2011. While any growth is welcomed in the<br />

current environment, the general consensus pegs this<br />

year’s growth at somewhere between 2 and 3 percent<br />

over holiday 2010. That’s considerably lower than the 5.2<br />

percent increase retailers saw in 2010, according to NRF,<br />

but in line with the 10-year average increase of 2.6 percent.<br />

For the outdoor market specifically, which has tended<br />

to outperform the larger market throughout this most<br />

recent recessionary period, we wouldn’t be surprised to<br />

see year-over-year growth in the high-single-digit to lowdouble-digit<br />

range. That could be realized in part due to<br />

improved sales of high-priced and big ticket items, as well<br />

as a boost from shoppers picking up items for themselves<br />

while out gift shopping.<br />

Before you spike the eggnog, however, keep in mind<br />

that any growth this year will come at a cost. Despite<br />

unfavorable macroeconomic pressures, shoppers surveyed<br />

by Citigroup say that they will spend 2 percent to 4<br />

32 | <strong>InsideOutdoor</strong> | <strong>Fall</strong> 2011<br />

percent more this holiday season than they did a year<br />

ago. However, there are indications that discounts and<br />

promotions will be even more important this year, and<br />

consumers expect those discounts to be bigger and start<br />

earlier than in years past.<br />

Nearly two-thirds (64 percent) of consumers said<br />

Inventory Days = (Inventory/COGS) *365<br />

Privately Owned Retailers’ Inventories<br />

(NAICS 44, 45)<br />

56<br />

55<br />

54<br />

53<br />

52<br />

51<br />

50<br />

49<br />

48<br />

30.5%<br />

2005 2006<br />

Source: Sageworks<br />

Inventory Days = (Inventory/COGS) * 365<br />

29.42%<br />

Inventory percentage of assets<br />

28.89%<br />

28.11% 28.37% 28.24% 28.62%<br />

2007 2008 2009 2010 YTD 2011<br />

31.0%<br />

30.5%<br />

30.0%<br />

29.5%<br />

28.5%<br />

28.0%<br />

27.5%<br />

27.0%<br />

26.5%<br />

they need to see discounts between 30 percent and 50<br />

percent to justify a purchase, show Citigroup figures.<br />

That’s up from the 54 percent who said the same thing<br />

last year and the 47 percent who said this in 2009.<br />

Citigroup also found that coupons and BOGO programs<br />

have lost popularity, as respondents push for percentage<br />

or dollar off promotions.<br />

Likewise, more shoppers will be hunting down deals on<br />

Black Friday, with as much as 62 percent of respondents<br />

expecting to battle crowds on the day after Thanksgiving,<br />

compared to the 49 percent who planned to do the same<br />

thing in 2009. Furthermore, 75 percent of shoppers<br />

indicated that they would do some holiday shopping before<br />

Black Friday, up from 69 percent in 2010, according to Citi<br />

Investment research.<br />

And whereas about one in five shoppers said they<br />

would be heading to a traditional department store this<br />

holiday season, a full 61 percent of those surveyed said<br />

they would be doing some shopping at a discount retailer.<br />

The upshot for retailers could be a Christmas stocking<br />

filled with increased sales but at tighter profit margins.<br />

In other words, we could be facing more traffic, a longer<br />

season and higher payroll costs for little or no revenue<br />

increases. It’s not exactly the most cheerful of holiday<br />

outlooks, but all things considered, it could be worse.<br />

As for some good news, the following Holiday Gift<br />

Guide includes some last-minute suggestions for all<br />

types of gift-giving and gift-receiving outdoor enthusiasts,<br />

most of which fall within the primary gift price range and<br />

still can be delivered to your store in time for the final<br />

Christmas rush.<br />

Inventory as percentage of assets


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2011 Holiday Outlook & Gift Guide<br />

34 | <strong>InsideOutdoor</strong> | <strong>Fall</strong> 2011<br />

Acorn Sport Moc<br />

Keep the little<br />

sports fan on your<br />

gift list cozy and<br />

looking cool in<br />

Acorn’s new Sport<br />

Moc. These shoes<br />

feature plush<br />

uppers with fun<br />

original appliqué and embroidery<br />

detail, a lining of soft<br />

and warm faux fleece and lofty Acorn<br />

memory foam midsoles over a comfort<br />

cushion. Comfortable enough for all-day<br />

indoor use, the Sport Moc also sports a<br />

non-slip weatherproof outsole for outdoor<br />

wear. Suggested retail is $30.<br />

CLIF Bar Seasonal Flavors<br />

Back by popular demand, CLIF Bar’s<br />

seasonal flavors are back with a sentimental<br />

addition. Peppermint Stick joins<br />

Spiced Pumpkin Pie and Iced Gingerbread<br />

in bringing a distinctive winter<br />

spirit to the top-selling energy bar. The<br />

cool tingle of a classic Peppermint Stick<br />

rounds out the warm, fresh-baked taste<br />

of Spiced Pumpkin Pie and Iced Gingerbread,<br />

while still delivering CLIF’s<br />

athlete-crafted blend of carbohydrates,<br />

protein and fiber for sustained energy.<br />

All three seasonal flavors are made with<br />

organic ingredients, and in the spirit of<br />

the season, CLIF BAR will donate<br />

1 percent of net sales from<br />

the holiday-inspired flavors to<br />

Winter Wildlands Alliance.<br />

Suggested retail is $1.39.<br />

www.clifbar.com<br />

RingStix Ring Toss Game<br />

Just asks the elves,<br />

Christmas is all about<br />

the toys and games,<br />

and RingStix is a new<br />

ring tossing outdoor<br />

game for kids of all ages. Quick and<br />

easy to learn and ready for action<br />

anywhere, RingStinx can be<br />

played in windy conditions and<br />

come with a glow-in-the-dark<br />

tossing ring. Casual or competitive,<br />

RingStix come in complete<br />

sets for two players. Suggested<br />

retail ranges from $19.99 to $34.50.<br />

www.ringstix.com<br />

Exotac nanoSTRIKER<br />

Fire Starter<br />

Every Christmas<br />

list has at least one<br />

gadget lover<br />

on it, but not<br />

every gift-giver<br />

can afford the<br />

latest consumer<br />

electronic. Never<br />

fear, the high-quality,<br />

ultra-small and completely<br />

self-contained<br />

nanoSTRIKER would impress even the<br />

most skeptical Gizmodo editor. It may<br />

even save a life, or at least a meal. The<br />

nanoSTRIKER features a waterproof<br />

ferrocerium and magnesium rod, a<br />

lightweight anodized aluminum body,<br />

ultra-sharp tungsten-carbide striking tool<br />

and replaceable ferrocerim rod all in one<br />

compact, lightweight and ergonomic<br />

design. www.exotac.com<br />

Brooks Range Mountaineering<br />

Ski Binding Tool<br />

An all-in-tool for the skier in the family,<br />

the Brooks-Range Ski Binding Tool has<br />

all the bits needed to tighten or adjust<br />

ski bindings while on the slopes. Eight<br />

bits fit inside the handle then snap<br />

into the quarter-inch hex drive that<br />

can be set to ratchet tight, loose<br />

or hold steady in a neutral, nonratcheting<br />

position. Weighing<br />

just 3 ounces, suggested retail is<br />

$9.95. www.brooks-range.com


Eureka Warrior 230 Lantern<br />

Sure to score high<br />

in cool points on<br />

Christmas morn, the<br />

new Warrior 230<br />

Lantern features a<br />

remote control that<br />

also functions as a<br />

flashlight. Need to<br />

find your tent in the<br />

dark or just want<br />

to impress the<br />

kids,<br />

hit the<br />

remote<br />

from a distance<br />

and take<br />

in the high-output LED lighting. Powered<br />

by three D-size batteries, the Warrior 230<br />

offers an SOS flashing mode, a dimmer<br />

control and rugged housing. Battery life<br />

is 50 hours on high and 200 hours on<br />

low or flashing mode. Suggested retail is<br />

$59.99. www.eurekatent.com<br />

Chaheati Heated Camp Chair<br />

A gift idea that warms more than the<br />

heart, the Chaheati may look like your<br />

average collapsible canvas folding chair,<br />

but it hides a cordless, carbon<br />

fiber, non-wire heating element<br />

throughout the chair. The patent<br />

pending technology of<br />

the four-season<br />

Chaheati offers<br />

four temperature<br />

settings ranging from<br />

98° up to 145°F, and it<br />

heats up in less than<br />

20 seconds. No more<br />

turning like a rotisserie<br />

in front of the campfire.<br />

Chaheati’s heating system is optimally<br />

positioned to produce a comfortable, even<br />

heat across the entire back, buttocks and<br />

the back of the thighs. Its high-efficiency,<br />

lithium-ion rechargeable battery provides<br />

up to six hours of heat per<br />

charge and lasts for more<br />

than 500 uses. SRP is<br />

$89.99. www.chaheati.com<br />

Marquette<br />

Backcountry “Ski”<br />

A two-for-one bonus any<br />

winter warrior would appreciate,<br />

the Marquette Backcountry<br />

combines the climbing of a<br />

Your Shoes. Our Traction.<br />

Great for walking,<br />

running, hiking,<br />

working outdoors,<br />

ice fishing, shoveling<br />

and any winter activity<br />

where traction on icy<br />

terrain is needed.<br />

Redefine Winter.<br />

(866) 330-8030 • kahtoola.com<br />

<strong>Fall</strong> 2011 | <strong>InsideOutdoor</strong> | 35


holida gift guide<br />

snowshoe and the glide of a ski into a<br />

new fun way of getting around in the<br />

snow. Depending on the boot/bindging<br />

being used, the Marquette Backcountry<br />

“Ski” will behave differently. A stiffer<br />

boot creates more of a ski experience,<br />

while a softer boot will allow for more of<br />

a snowshoe feel. It’s perfect for walking<br />

the dog, exploring the backyard or even<br />

getting a jump on ski season before<br />

taking those expensive skis out. Made<br />

in the USA and 100 percent recyclable,<br />

suggested retail is $189. www.marquette-backcountry.com<br />

Gerber Fit Multi-tool<br />

Dad’s Christmas Day is not complete<br />

without the unwrapping of some type<br />

of tool. Featuring smooth lines within<br />

a shoulder-mounted foot-bar to distribute<br />

the child’s weight at the wearer’s<br />

core, enabling a more natural and upright<br />

walking posture. The child stands<br />

safely on the wide textured foot-bar,<br />

holding integrated shoulder handles<br />

and secured to the adult by a safety<br />

harness. Built from industry leading<br />

climbing components and over-engineered<br />

for safety, the Piggyback Rider<br />

recently won the “Best New Product”<br />

award at the Outdoor Retailer Summer<br />

Market Show and a Gold Medal in the<br />

Mom’s Choice Awards. www.thepiggybackrider.com<br />

Gorrilla Camo Tape<br />

Using brightly colored duct tape to<br />

make children’s crafts has been a fad<br />

for a few years now, but this tape certainly<br />

ain’t no kids’ stuff. A fun idea for<br />

CALL THE ZIPPO SALES TEAM AT<br />

814-368-2840 TO LEARN MORE.<br />

a compact design, a host of smart<br />

tools and a 25 lumen LED flashlight,<br />

the Gerber Fit offers all the tools you<br />

need and none you don’t. It features<br />

a large, locking main screwdriver<br />

complete with an interchangeable bit.<br />

Additional micro flathead and cross<br />

drivers are ideal for working on a variety<br />

of today’s electronics to kids’ toys to<br />

everyday eyewear. A partially serrated<br />

blade, scissors and bottle opener<br />

round out the list of amenities.<br />

The Fit comes in<br />

orange and blue. Suggested<br />

retail is $40.<br />

Full Sail International<br />

Piggyback<br />

Rider<br />

A gift that’s sure<br />

to have both child and<br />

parents anxious for<br />

spring thaw, the Piggyback<br />

Rider is a mutually<br />

enjoyable, effortless<br />

way to carry a child on<br />

your back. It functions<br />

like a backpack, utilizing<br />

any outdoor handyman, Gorilla Camo<br />

Tape combines the “world’s toughest<br />

tape” with Mossy Oak’s widely<br />

popular Break-Up Infinity<br />

camouflage pattern. For<br />

those unfamiliar, Gorilla<br />

Tape adheres to most<br />

surfaces other tapes<br />

won’t and features<br />

a permanent adhesive<br />

layer that will<br />

withstand outdoor<br />

elements. The tape<br />

is protected by an<br />

all-weather shell that<br />

is water-resistant and<br />

blocks UV damage, making<br />

it perfect for repairs<br />

to hunting, camping and<br />

backpacking gear. www.<br />

gorillatough.com.<br />

36 | <strong>InsideOutdoor</strong> | <strong>Fall</strong> 2011


National Ski Patrol Cookbook<br />

Satisfy the “foodie” on your list while<br />

helping out the men and women who<br />

keep us safe on the slopes. The NSP<br />

Injinji Outdoor Series<br />

For the hikers or trailrunners<br />

in the family who like<br />

things a bit funky but<br />

don’t want any funk<br />

on their feet, the new<br />

Injinji Outdoor Series<br />

complements both<br />

hiking boots as well as<br />

minimalist performance<br />

footwear. Featuring<br />

temperature-regulating<br />

NüWool, the company’s exclusive,<br />

sleek and cozy Merino<br />

wool, which keeps feet<br />

comfortably cool<br />

or warm, depending<br />

on the<br />

climate, the Outdoor<br />

Series is offered in Original Weight<br />

and Lightweight designs in a variety<br />

of lengths. Styles start at a suggested<br />

retail of $16. www.injinji.com<br />

Cookbook features recipes for every<br />

course and for every taste, submitted<br />

by patrollers across the country. If you<br />

thought patrollers made it through winter<br />

on beer and stale chips, you’re in for<br />

a surprise. The mouth starts watering at<br />

the mention of Song Mountain Caviar,<br />

or how about pan seared tuna with<br />

avocado, lime, soy and ginger? At only<br />

$18, this stomach stuffer also fits into<br />

any stocking. www.nsp.org<br />

Joshua Tree Organic<br />

Embrocation Collection<br />

A personalized and inexpensive<br />

present for performance athletes, these<br />

new organic embrocations get muscles<br />

warmed up and ready for training and<br />

competitions. JTree’s organic embrocation<br />

line includes three potencies and<br />

aromas: Eucalyptus No Heat, Spiced<br />

Mid Heat and Citrus Full Heat, and,<br />

unlike similar products on the market,<br />

come in a hands-free applicator stick<br />

instead of as a liniment in a jar, so no<br />

gloves are needed to apply the hot<br />

compound. Each 10 ml stick retails for a<br />

suggested $12. www.jtreelife.com<br />

Cycle Dog Trail Buddy Bowl<br />

No more drinking from a Frisbee for<br />

Fido. Cycle Dog has added soft bowls to<br />

its line of recycled pet products. Made<br />

from reclaimed materials and an FDA approved<br />

food-grade lining, the Trail Buddy<br />

Bowl is leak-proof, won’t topple over<br />

and folds flat. And the family dog will be<br />

happy to know it is made in the USA.<br />

www.cycledog.com<br />

Stop Sleeping<br />

Hot & Cold<br />

Slip Cocoon’s new Thermal Liner into your<br />

bag to actively regulate temperature and<br />

moisture for a better nights sleep!<br />

• Superior temperature<br />

regulation with<br />

Outlast ® technology<br />

• 100% CoolMax ® for<br />

quick-drying moisture<br />

management<br />

• Mummy or<br />

Rectangular-shaped<br />

sleeping bag liners<br />

• MummyLiner in<br />

Women’s and<br />

standard length<br />

Available at Outdoor & Travel Shops Nationwide<br />

www. cocoonusa. com 1.800.254.7258<br />

<strong>Fall</strong> 2011 | <strong>InsideOutdoor</strong> | 37


2011 Holiday Outlook & Gift Guide<br />

Coghlan’s S’mores Grill<br />

Why wait for the next camping trip? Put<br />

the yuletide log to good use right away. This<br />

compact grill is all you need to make perfect<br />

S’mores over your campfire or backyard grill.<br />

Put the s’mores into one of the three cooking<br />

cavities and hold above the flames until the<br />

graham cracker is lightly toasted. It<br />

features a sliding lock ring to keep<br />

the grill closed while cooking.<br />

www.coghlans.com<br />

Dahlgren Footwear Sno Socks<br />

Nothing ruins a day in the snow<br />

like cold wet feet. And nothing ruins a<br />

night in the lodge like unfashionable attire.<br />

Dahlgren Footwear’s Sno Atmosphere<br />

winter sports socks use a blend<br />

of alpaca and Merino wool to keep<br />

feet warm, dry and blister free along<br />

with beautiful prints that complement<br />

even the sleekest on-snow or après<br />

apparel. Suggested retail is 22.95.<br />

www.dahlgrenfootwear.com<br />

Kiva Designs<br />

Aircraft Toiletry<br />

Got a world traveler<br />

on your gift list? Kiva<br />

recently added the<br />

Aircraft Toiletry<br />

to its collection<br />

of Packing Genius travel solutions.<br />

Made of 100 percent recycled fabric,<br />

the patented design includes a<br />

zip-off clear compartment to help<br />

simplify the TSA process. Suggested<br />

retail is $29.95 (USD). www.kivabags.<br />

com<br />

EcoQue Portable Camp Grill<br />

Offering a bit of camping chic, with a dash of green, the<br />

stainless steel EcoQue Portable uses only nine briquettes of<br />

charcoal to cook a<br />

meal for a family of<br />

four (on the 12-inch<br />

model). It collapses<br />

down to just more<br />

than one-inch thick<br />

and comes with its<br />

own carry bag made<br />

of recycled water bottles.<br />

It’s conceived as<br />

“greener” because it<br />

uses much less charcoal<br />

than other grills<br />

and can burn any biomass fuel, including sticks and<br />

twigs, to cook a meal. www.ecoque.com<br />

Redington Kids Minnow Outfit<br />

Redington’s mission is to take fly-fishing beyond<br />

the 40-something, avid enthusiast and introduce<br />

the sport to a wave of mainstream users. A step<br />

in that direction is the affordable Minnow Outfit<br />

designed for kids six to 12 years old. An easy rod to<br />

learn to cast, it features a smaller grip and casting<br />

games on the box. For kids 12 and over, there’s<br />

the Crosswater Youth Outfit, a four-piece rod with<br />

a case, reel and line. www.redington.com<br />

Spenco Polysorb Flow<br />

Insoles<br />

For folks who like to<br />

run, jog or even walk<br />

in a winter wonderland,<br />

Spenco’s<br />

latest performance<br />

insoles provide<br />

added comfort and cushioning<br />

while combined technologies<br />

circulate natural body heat for<br />

lasting warmth. Made with<br />

reflective foil layers to retain<br />

body heat, Outlast-treated<br />

topcloth to store and<br />

release heat, air channels<br />

that optimize warmth by<br />

limiting hot spots and<br />

Spenco’s EVA Contour<br />

that provides both<br />

cushioning and insulation,<br />

Polysorb Flow<br />

Insoles are literally a gift that<br />

keeps on giving. www.spenco.com<br />

Polk Audio UltraFit Sport<br />

Headphones<br />

Outdoors,<br />

exercise and<br />

music, every<br />

gift list has<br />

a lover of all<br />

three, and<br />

that person is<br />

sure to appreciate<br />

Polk’s high-performance<br />

headphones specifically<br />

designed for athletes and<br />

active individuals. The Polk Audio<br />

Performance Line Up features four<br />

UltraFit sport headphones in a variety<br />

of colors that include in-ear, on-ear<br />

38 | <strong>InsideOutdoor</strong> | <strong>Fall</strong> 2011


and in-ear canal models. The headphones stand apart<br />

from other brands with Polk Audio’s acclaimed audio<br />

quality and unique attention to detail, including water<br />

resistant designs, contrast-colored cables for<br />

instant left/right recognition, Kevlar-reinforced<br />

hinge points to eliminate the number one<br />

product-failure in many headphones, plugs<br />

conformed to fit through the opening of all<br />

iPhone/iPod/iPad covers, and comfortable,<br />

non-slip materials where the headphone<br />

engages the ear. SRPs range from $49.95<br />

to $99.95.<br />

trilipiderm All-Body Natural Moisturizing<br />

Creme<br />

Cold, dry, winter weather can inflict<br />

serious damage on one’s skin, but trilipiderm<br />

comes to the rescue by offering<br />

the best of science and nature working<br />

in harmony to keep skin looking<br />

great year-round. Formulated from<br />

plants rather than petrolatum, trilipiderm<br />

helps heal and prevent the dry,<br />

cracked skin that we all associate<br />

with the winter months. An<br />

eight-ounce pump retails for<br />

a suggested $24.95, while<br />

a travel pack of three oneounce<br />

tubes sells for $14.69.<br />

www.trilipiderm.com<br />

Bamboo Bottle Company’s<br />

Original Reusable Bottle<br />

BPA-free, safe for drinking<br />

at all temperatures, made<br />

from practically inexhaustible<br />

resources of bamboo and glassthere<br />

are lots of ways that the<br />

Bamboo Bottle can add to the<br />

holiday cheer. Not only is bamboo<br />

strong, but it also brings an<br />

element of style. Glass means<br />

its dishwasher safe, and now<br />

the reusable Original bottle<br />

comes with a flip-top opening.<br />

For sustainability, just add<br />

water. Suggested retail is 25.<br />

www.bamboobottleco.com<br />

Get a COAST LED Flashlight.<br />

See what you’re missing.<br />

OTHER LEADING FLASHLIGHT BRAND<br />

COAST LED FLASHLIGHT<br />

coastportland.com<br />

Coast_InsdOutsdAd_r1.indd 1<br />

<strong>Fall</strong> 2011 | 10/24/11 11:53<br />

<strong>InsideOutdoor</strong> | AM39


Back Office<br />

Why Cash Flow is King<br />

A strategy for driving sales profitably<br />

By Tracy Eden<br />

One of the biggest financial<br />

mistakes many small business<br />

owners make is focusing too heavily<br />

on profitability at the expense of<br />

cash flow. There’s an old saying that<br />

sums it up well: “Profit is Queen,<br />

but cash is King.”<br />

This is especially true in the<br />

post-financial-crisis world that<br />

continues to linger, with economic<br />

growth remaining tepid and most<br />

banks still reluctant to loosen the<br />

purse strings. Unfortunately, many<br />

small businesses that were enjoying<br />

record profits, at least on paper,<br />

back before the financial crisis hit<br />

didn’t have sufficient cash flow to<br />

see them through the downturn.<br />

Regardless of where your small<br />

business stands today, it’s critical<br />

that you understand the difference<br />

between profit and cash flow. Doing<br />

so may be the difference between<br />

whether your business survives,<br />

much less thrives, in today’s challenging<br />

business and economic environment.<br />

Understanding<br />

the Cash Flow Cycle<br />

If sales were made “cash on the<br />

barrel,” then cash flow wouldn’t be much<br />

of an issue. You’d sell your product, collect<br />

payment at the time of sale and deposit<br />

your cash in the bank. No fuss, no muss.<br />

But that’s not how most small<br />

businesses operate. Instead, most<br />

operate on what’s known as a cash<br />

flow cycle, which is the time between<br />

when cash is paid out (for raw materials,<br />

equipment, salaries, etc.) and when<br />

accounts receivable are collected from<br />

customers. For a manufacturing business,<br />

the cycle usually works like this:<br />

• Cash is used to buy raw materials.<br />

• Raw materials are converted into<br />

finished goods.<br />

40 | <strong>InsideOutdoor</strong> | <strong>Fall</strong> 2011<br />

• Goods are sold and accounts<br />

receivable are generated.<br />

• Accounts receivable are collected<br />

and converted back to cash again.<br />

A simple example helps show what<br />

a lack of cash flow can do to what<br />

appears, at least on the surface, to be a<br />

thriving small business:<br />

XYZ Company launched with<br />

$100,000 of cash on hand and a hot new<br />

product. The product was so popular, in<br />

fact, that it flew off the shelves during<br />

the first few months of operations, and<br />

the owners were reaping profits right out<br />

of the gate—at least on paper. Buoyed<br />

by their success, the owners opened a<br />

second manufacturing facility to increase<br />

production and sales even more.<br />

Six months after starting production,<br />

sales were still booming, averaging<br />

about $50,000 a month, and the profit<br />

margins remained healthy. But a<br />

problem was looming: the owners<br />

discovered that, rather than<br />

collecting accounts receivable in 30<br />

days like they had projected, it was<br />

taking closer to an average of 60<br />

days. And a few customers were<br />

taking as long as 90 days to pay<br />

their invoices.<br />

From here, the dominos quickly<br />

started falling: the company fell<br />

behind in paying its suppliers,<br />

which soon refused to ship raw<br />

materials. Without materials to<br />

manufacture more products, sales<br />

soon plummeted. And when<br />

it started missing payroll, key<br />

employees walked out the door.<br />

Less than one year after opening<br />

with so much potential, XYZ<br />

Company shut its doors – another<br />

victim of the destructive effects of<br />

a lack of cash flow.<br />

Commercial<br />

Financing Alternatives<br />

In a perfect world, small businesses<br />

would be able to access a bank line of<br />

credit to provide the working capital<br />

they need to see them through cash<br />

flow shortfalls like the one experienced<br />

by XYZ Company. But in the current<br />

economic environment, many<br />

companies that would have qualified<br />

for bank financing a few years ago no<br />

longer meet banks’ more stringent<br />

underwriting guidelines.<br />

Instead, many are now turning<br />

to alternative financing vehicles to<br />

provide the financing boost they need<br />

to manage their cash flow cycle. These<br />

alternative financial vehicles include<br />

factoring, accounts receivable (A/R)<br />

financing and asset-based lending.<br />

With factoring, small businesses sell<br />

their outstanding accounts receivable<br />

to a commercial finance company


Back Office<br />

(or factor) at a discount. Instead of<br />

waiting 60 to 90 days or longer to get<br />

paid, the business receives most of<br />

the cash (usually 70 to 90 percent<br />

of the receivable) when the invoice<br />

is generated. The factor remits the<br />

balance (less the discount) after it<br />

collects the invoice.<br />

A/R financing is similar to a bank<br />

loan or line of credit. The business will<br />

submit its invoices to the lender, which<br />

establishes a borrowing base of usually<br />

70 to 90 percent of the qualified<br />

receivables – this is the amount the<br />

business can borrow against the<br />

eligible A/R. The lender will usually<br />

charge a collateral fee and interest on<br />

the amount borrowed.<br />

With asset-based lending, the loan<br />

is secured by business assets (e.g.,<br />

equipment, real estate, accounts<br />

receivable and inventory) with interest<br />

also charged on the amount borrowed,<br />

as well as certain fees. The business<br />

is able to borrow against more of the<br />

assets of the company, giving it access<br />

to more capital.<br />

The business collects and manages<br />

its own receivables, instead of selling<br />

them to the factor, while submitting<br />

a monthly aging report to the lender.<br />

There are usually tighter constraints by<br />

the lender due to the greater leverage<br />

that is allowed.<br />

Real or Paper Profits?<br />

The takeaway is simple: Don’t focus<br />

disproportionately on all the profits that<br />

are showing up on your profit and loss<br />

statement. Sure, every business wants<br />

to make money, but make sure your<br />

profits are real, not just on paper.<br />

You also need to anticipate<br />

and forecast your cash flow cycle.<br />

Understand both the constraints that<br />

can be placed on you by key suppliers<br />

and the ramifications of expansion,<br />

and where that capital needs to come<br />

from. Anticipate what challenges key<br />

customers can throw at you with slow<br />

pay, disputes, etc. And always overestimate<br />

the cash gap so that there<br />

will be no unpleasant surprises.<br />

If you’re experiencing a cash flow<br />

crunch, or see one coming down the<br />

road, don’t hesitate to take steps now<br />

to secure working capital financing,<br />

including alternative financing vehicles<br />

like factoring, A/R financing and assetbased<br />

lending. Such vehicles may<br />

be the lifeline that helps ensure your<br />

business’ survival.<br />

Tracy Eden is the National<br />

Marketing Director for Commercial<br />

Finance Group (CFG), which has<br />

offices throughout the U.S. CFG<br />

provides creative financing solutions<br />

to small and medium-sized businesses<br />

that may not qualify for traditional<br />

financing. Tracy’s direct email is<br />

tdeden@cfgroup.net.<br />

<strong>Fall</strong> 2011 | <strong>InsideOutdoor</strong> | 41


Back Office<br />

A Clean Exit<br />

Understanding earnouts in a business transaction<br />

by Phil Josephson<br />

“If you don’t want to work you have<br />

to work to earn enough money so that<br />

you won’t have to work.” - Ogden Nash<br />

An earnout agreement is useful<br />

between a buyer and a seller of a<br />

closely held business, particularly when<br />

the seller and the buyer have different<br />

views on the price of the business or<br />

when used as a financing device to<br />

consummate a transaction. An earnout<br />

agreement is a portion of the selling<br />

price which is made contingent upon<br />

attainment of identified thresholds.<br />

While useful, earnouts have downsides<br />

and are inherent with litigation risk.<br />

Drafting an earnout can be difficult,<br />

especially when anticipating all possible<br />

future scenarios. As a result, earnout<br />

language may be ambiguous, and<br />

those that do not draft adequately may<br />

invite and encourage future litigation.<br />

Loosely drafted earnouts may lead<br />

to litigation issues such as implied<br />

covenants to use reasonable efforts<br />

to develop and promote the acquired<br />

business, making representations that<br />

buyer can make earnout payments,<br />

revenues of another target acquired<br />

during the earnout period applied to<br />

the earnout, integration of the acquired<br />

business as a trigger to an acceleration<br />

of the earnout due to a merger, or<br />

misrepresentations by the seller that<br />

lead to skewed earnout payments.<br />

Another issue arises when trying<br />

to enforce an earnout. In such cases,<br />

courts have had trouble proving or<br />

calculating damages.<br />

But earnouts do not need to be<br />

invitations to litigation. Parties should<br />

pay close attention to the accounting,<br />

tax, securities, financial and non-financial<br />

consequences of each aspect of the<br />

earnout agreement. They should specify<br />

in detail the nature of the threshold<br />

42 | <strong>InsideOutdoor</strong> | <strong>Fall</strong> 2011<br />

• Accounting<br />

• Availability of Capital<br />

• Management<br />

• Change in Control<br />

• Tax Impact<br />

Structuring an Earnout<br />

Issues for Consideration<br />

• Earnout Amount<br />

• Earnout Period<br />

• Performance Goals<br />

• Payment Schedule<br />

• Operational Integration<br />

giving rise to the earnout obligation, the sellers, since they will not be affected<br />

methods that will be used in ascertaining by operating expenses or acquisitions.<br />

whether Would the earnout your buying has been patterns achieved, change Buyers generally favor net income<br />

the for inclusions large and brands exclusions that from you already thresholds stock on the ground that they are<br />

the if earnout they calculation, decided and to who start will selling the direct best indicator of the target’s success.<br />

determine to customers whether the on earnout their threshold Web siteWhen net income, EBIT or EBITDA are<br />

had been met. Careful planning and used as the performance measures, the<br />

Yes, I would stop buying<br />

consideration of all from possible that Brand scenarios<br />

11%<br />

seller should ascertain what administrative<br />

at the Yes, initial I would drafting buy as little will, as in possible the future, or general overhead expenses the buyer<br />

from the brand<br />

19%<br />

minimize risk, avoid conflict and help will allocate to the target after closing and<br />

Yes, I would reduce my buying<br />

resolve any disputes. from that brand<br />

determine 34% how those expense will impact<br />

No, I would not change my buying<br />

from that brand<br />

13%<br />

Earnout language may be<br />

I am not sure<br />

23%<br />

Source: Shopatron<br />

ambiguous and those that do<br />

not draft adequately may invite<br />

and encourage future litigation.<br />

Outdoor Participation, 2006 to 2010<br />

In the earnout agreement, the the post-closing figures.<br />

identified thresholds used may be<br />

Other areas for drafting consideration<br />

Total Outdoor Outings<br />

fixed or variable, and they may be nonfinancial<br />

11.6 Billion or financial, 11.4 Billion or a 11.2<br />

include whether the seller will require<br />

combination Billion<br />

of that the buyer adequately fund the target<br />

all. Non-financial thresholds may include 10.1 Billion 10.1 Billion<br />

during the earnout period so that it will<br />

reaching certain Number milestones of Participants or achieving be able to capitalize on opportunities,<br />

other identifiable 138.4 Billion goals.<br />

or whether the seller will request a<br />

137.8 Billion 137.9 Billion<br />

Financial thresholds 135.9 also Billion<br />

134.4 Billion<br />

may vary provision that prevents the buyer from<br />

in their composition. Revenue-based making subsequent acquisitions that<br />

Participation Rate<br />

thresholds are more attractive to<br />

would affect the acquired business, or<br />

49.1% 50.0% 48.6% 48.9% 48.6%


Back Office<br />

whether the target or a portion of it may<br />

be sold to a third party during the earnout<br />

period and the effect of such a sale<br />

should it happen, or whether anything<br />

happens if a third party acquires the<br />

buyer during the earnout. If the acquired<br />

business will be fully integrated into the<br />

buyer’s business or when the business<br />

lines of the buyer and the target are<br />

essentially the same, it may be harder to<br />

measure the financial performance of the<br />

acquired business accurately. Therefore,<br />

the buyer may want to consider<br />

including a provision whereby the seller<br />

acknowledges that the buyer has the<br />

right to control the acquired business in<br />

its sole discretion and the seller waives<br />

certain duties. Also, knowing that conflict<br />

may be inevitable, the parties should<br />

also consider how they want to resolve<br />

any possible future disputes, whether by<br />

accountants, lawyers, business valuators,<br />

the courts, arbitration or otherwise.<br />

Earnout periods vary and risk shifts<br />

as the length of time extends, therefore,<br />

the parties must consider the impact on<br />

the business over this time. In addition,<br />

the parties should consider events<br />

that may terminate the earnout. That<br />

could include a buyer wanting the right<br />

to terminate the earnout and paying<br />

the seller a predetermined amount<br />

if the buyer, for example, finds that<br />

the earnout would interfere with an<br />

acquisition or reorganization it would<br />

like to accomplish. A seller may want<br />

to terminate an earnout if the buyer<br />

subsequently has a change in control<br />

that could jeopardize the relationship<br />

or payments. Also, an equity raise, an<br />

IPO, a recapitalization or other change<br />

in resources, management or line of<br />

business may be used as a trigger to<br />

terminate or accelerate an earnout.<br />

Earnout agreements are an often<br />

used and effective vehicle in the sale of a<br />

business. Each earnout is unique and has<br />

nuances. Therefore for each earnout, it is<br />

important to consider future scenarios,<br />

make the language clear, confer with<br />

advisors and draft accordingly.<br />

Philip Josephson is the founder of<br />

Sterling Business<br />

Law, which focuses<br />

on providing general<br />

counsel and strategic<br />

planning services to<br />

business leaders and<br />

business owners.<br />

Josephson earned<br />

a bachelor of business administration<br />

degree in finance from the University<br />

of Miami, a juris doctorate from the<br />

University of Miami School of Law,<br />

and a master’s degree in business<br />

administration from Columbia Business<br />

School. He is a member of the Florida<br />

Bar, the Arizona Bar and the Federal<br />

Communications Bar. Phil can be<br />

reached at 305.443.3444 or josephson@<br />

sterlingbusinesslaw.com<br />

<strong>Fall</strong> 2011 | <strong>InsideOutdoor</strong> | 43


Back Office<br />

Swipe Fee Savvy<br />

An inside look at interchange reform and how to get the card<br />

processing savings you deserve<br />

by Robert Baldwin<br />

If, like most retailers, you’ve longed<br />

for relief from card processing fees,<br />

your hope is now a reality. The Federal<br />

Reserve Board has reduced the debit<br />

card “swipe fees” that retailers like you<br />

pay every time a consumer uses his/her<br />

debit card at your business.<br />

This could mean significant cost<br />

savings for you, but don’t take that<br />

benefit for granted. Some card<br />

processors are looking to profit at your<br />

expense, and if you don’t know how<br />

to ensure you’re actually getting the<br />

savings you’re rightfully due, you might<br />

miss out on a nice chunk of change.<br />

The costs for card processing<br />

services may be among the three<br />

highest expenses your business incurs,<br />

perhaps outmatched only by labor and<br />

merchandise costs. Total processing<br />

costs can be as high as 4 percent of<br />

the total sale for a single transaction,<br />

of which swipe fees (technically,<br />

interchange fees) comprise a large part.<br />

Swipe fees are a percentage of each<br />

transaction amount imposed by the card<br />

brands (Visa, MasterCard and Discover<br />

Network; American Express follows a<br />

different pricing model) that the issuing<br />

banks collect from retailers every time<br />

a consumer uses his/her credit or debit<br />

card. Currently, interchange fees can<br />

range anywhere between 1.5 to 2.5<br />

percent for each card-based purchase.<br />

In July 2010, President Obama<br />

signed the Dodd-Frank Wall Street<br />

Reform and Consumer Protection<br />

Act, commonly known as the financial<br />

reform bill, that, among various other<br />

provisions, directed the Federal Reserve<br />

Board to ensure that debit-swipe fees<br />

are “reasonable and proportional” to<br />

the cost of processing transactions.<br />

With merchants and banks lobbying<br />

fervently on opposite sides of the table,<br />

this directive sparked one of the most<br />

heated debates on financial reform that<br />

our country has seen in recent history.<br />

After much deliberation and almost<br />

one year later, on June 29, 2011, the<br />

Federal Reserve Board issued its<br />

final ruling to lower the cap on debit<br />

interchange fees to 21 cents per<br />

transaction plus 0.05 percent of the<br />

volume of transaction, effective October<br />

1, 2011. Although this is nearly double<br />

the Fed’s initial proposal of 12 cents,<br />

this is a significant reduction from<br />

the average of 44 cents that retailers<br />

currently pay per debit card purchase.<br />

The rules also state that issuers can<br />

charge an additional one cent if they<br />

comply with certain fraud protection<br />

policies and procedures.<br />

The Whirling<br />

Durbin Amendment<br />

While this legislation was intended to<br />

offer financial relief to business owners<br />

like you, it doesn’t require that processors<br />

pass the fee reductions through — and<br />

some won’t. Some processors are looking<br />

to absorb the windfall to benefit their own<br />

bottom lines rather than pass the savings<br />

on. In fact, the CEO of a major processor<br />

recently told Wall Street analysts, “Just<br />

be assured that there will be opportunities<br />

for us to keep some of [the debit fee<br />

reduction]. I mean the thought that a very<br />

large merchant and a very small merchant<br />

are treated exactly the same is not how it<br />

works in a free enterprise system.”<br />

The industry encountered a<br />

similar situation in 2003 with the Wal-<br />

Mart settlement that lowered debit<br />

interchange rates by approximately<br />

one-third. Rather than pass the savings<br />

through to their merchants, many<br />

processors kept the savings to boost<br />

their own profits.<br />

While the ruling was scheduled to<br />

go into effect on October 1, it’s not too<br />

late to take action to ensure you get<br />

100 percent of the savings you rightfully<br />

deserve. Start by following these tips:<br />

1. Know the implications of the<br />

reform. There are more than<br />

300 pages of rules about the<br />

implementation of the Durbin<br />

Amendment, and while most retailers<br />

don’t have time to review them — nor<br />

would we necessarily recommend<br />

it — business owners need to know<br />

how the legislation affects them.<br />

Take the time to fully understand<br />

the information in this article and if<br />

you’re interested, you can also get<br />

more useful information from industry<br />

associations and online.<br />

2. Get your processor’s guarantee<br />

in writing. Ask for written<br />

confirmation from your processor<br />

that it will pass 100 percent of the<br />

Durbin rate decrease directly to your<br />

checking account starting the first<br />

day the legislation is implemented.<br />

No excuses.<br />

3. Verify that you are on interchangeplus<br />

pricing model. There are two<br />

basic types of card processing<br />

pricing models. Tiered pricing or<br />

discount rate models group together<br />

interchange fees and processor<br />

fees, making it difficult for business<br />

owners to determine who is charging<br />

what. Alternatively, interchange-plus<br />

is a simplified model that passes<br />

interchange fees directly to the<br />

44 | <strong>InsideOutdoor</strong> | <strong>Fall</strong> 2011


Back Office<br />

merchant and charges a separate<br />

fee for processing charges. Contact<br />

your processor to ensure you are on<br />

an interchange-plus pricing model<br />

so you can clearly see if card brand<br />

fee reductions are truly being passed<br />

through to you as this reform intends.<br />

4. Check the terms and conditions of<br />

your processing contract. Review<br />

your processing agreement to figure<br />

out how you can terminate your<br />

contract with your provider if you find<br />

you are not being credited with the<br />

full interchange rate reduction.<br />

5. Evaluate your statement to help<br />

control other processing costs.<br />

Statements are often rife with hidden<br />

“junk” fees that offer you no added<br />

value and eat away at your bottom line.<br />

Take advantage of this opportunity<br />

when you’re evaluating your processing<br />

charges to better understand your<br />

statement and control your costs. One<br />

useful tool is CostofaBurger.com, an<br />

educational site that offers a fictional<br />

monthly statement to use as a tutorial<br />

when reviewing yours. You can also<br />

check out the resources available at<br />

MerchantBillofRights.org, the online<br />

home of a public advocacy initiative<br />

designed to enable merchants who<br />

don’t have the resources of large<br />

purchasing organizations to effectively<br />

manage their costs, determine which<br />

processor best meets their needs and<br />

realize significant savings.<br />

Interchange reform will surely be a<br />

boon to retailers like you, if you know the<br />

facts and how to navigate around potential<br />

pitfalls. Take the time to get swipe fee<br />

savvy and you’ll be well prepared to reap<br />

the financial benefits of reform that was<br />

designed to provide you relief.<br />

Robert Baldwin is president at<br />

Heartland Payment Systems, the fifth<br />

largest payments processor in the United<br />

States. Heartland delivers credit/debit/<br />

prepaid card processing, gift marketing<br />

and loyalty programs, payroll, check<br />

management and related business<br />

solutions to more than 250,000 business<br />

locations nationwide. Heartland is the<br />

founding supporter of The Merchant Bill<br />

of Rights, a public advocacy initiative that<br />

educates merchants about fair credit<br />

and debit card processing practices.<br />

For more information, please visit<br />

HeartlandPaymentSystems.com and<br />

MerchantBillOfRights.org.<br />

Ad index<br />

3M Thinsulate (www.thinsulate.com) 17<br />

Agion (www.agion-tech.com) 11<br />

ASF Group (www.asfgroup.com) 25<br />

Balconi (www.balconigear.com) 30<br />

Body Glide (www.bodyglide.com) 19<br />

Cam Commerce (www.camcommerce.com) 13<br />

Coast Cutlery (www.coastportland.com) 39<br />

Cocoon by Design Salt (www.designsalt.com) 37<br />

Coghlan’s (www.coghlans.com) 24<br />

CORDURA (www.cordura.com) 3<br />

Cre8 Group (www.Cre8groupinc.com) 45<br />

Durapeg (www.durapeg.com) 37<br />

Full Sail Int’l (www.thepiggybackrider.com) 35<br />

Glacik (www.stonemansports.com) 43<br />

Grip Pro (www.gripprotrainer.com) 34<br />

ISPO (www.ispo.com) 23<br />

Kahtoola (www.kahtoola.com) 35<br />

Kiva Designs (www.kivadesigns.com) 21, 36<br />

Mad Water (www.madwater.com) 41<br />

Modern Postcard (www.modernpostcard.com/samples) 7, 34<br />

Optimer (www.drirelease.com) 9<br />

Outdoor Retailer (www.outdoorretailer.com) 27<br />

Outlast (www.outlast.com) 47<br />

Overboard (www.ROCgearWholesale.com) 43<br />

Schoeller Textiles (www.schoeller-textiles.com) 21<br />

SIA (www.siasnowshow.com) 33<br />

Sorona (www.dupont.com/sorona) 15<br />

SpareHand Systems/Stoneman Avenue (www.sparehandsystems.com) 41<br />

Sterling Business Law (www.sterlingbusinesslaw.com) 29<br />

SuperFabric (superfabric.com) 18<br />

Teflon (www.teflon.com/fabricprotector) Back cover<br />

Yaktrax (www.yaktrax.com) 5<br />

Zippo (www.zippo.com) 2, 36<br />

FREE SUBSCRIPTIONS<br />

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303, Gilbert, AZ, 85234<br />

PRESS RELEASES<br />

INSIDE OUTDOOR magazine welcomes press releases and<br />

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martin@bekapublishing.com<br />

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ADVERTISING<br />

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Kaprelian at (480) 503-0770, berge@bekapublishing.com<br />

46 | <strong>InsideOutdoor</strong> | <strong>Fall</strong> 2011


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