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How Two original ouTdoor Brands are sTaying relevanT Today 

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ouTdoorinsighTMag.coM Vermonsters! 

A FormulA4 mediA PublicAtion • JulY 2011 

trends, PersPective & AnAlYsis 

OGE Co-owners 

Marc Sherman and 

Mike Donohue 

VF-Timberland: What It 

Means for Specialty 

Pet Products, Packs, 

Socks, Trail Shoes 

Knives and Much More! 

TM

WOOLRICH AD 

C2

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04 Outdoor Eye 

VF Corp buys Timberland; Decker to cease distributing Simple Shoes. 

08 Pet Products 

Man’s best friend deserves technical – and fun – equipment, too. 

10 BackPack Trends 

Vendors know that one size doesn’t fit all, so they are filling the need at retail. 

14 Knives 

A Sharp Sale. Emotional connections to knives create long-term demand. 

16 Hosiery 

Socks do sell, but brand loyalty is being challenged by new players. 

18 Footwear 

The Trail Evolves. Minimalism pushes outdoor and running brands footwear design. 

24 Apparel 

Lifestyle Apparel. Outdoor clothes are now ready to wear seven days a week. 

28 Original Outdoor Brands 

Woolrich and Filson stay relevant after more than a century in business. 

30 Retail 

Outdoor Gear Exchange finds success by following a different path. 

34 Trend Insight 

Stand-up paddleboarding is becoming a cool category for outdoor specialty. 

July 2011 

“The folding 

knife market 

will always be 

evolving and 

changing. 

The customer 

will always 

be asking 

what’s new.” 

Bill Raczkowski 

Fiskars Outdoor 

Americas, Gerber 

July 2011 • outdoor insight • 3

outdoor eye 

VF-TIMBy... 

It’s not how big, but how the company can serve the smaller retailer 

VF Corp says it agreed to 

buy Timberland to “make a big 

brand bigger.” But its ultimate 

success in the outdoor market 

will depend on its ability to 

make the big brand relevant to 

specialty retailers. 

By most accounts, the deal 

is a win-win. It’s a win for VF, 

which adds another plum brand 

to its outdoor and action sports 

portfolio joining The North Face, 

Vans, Jansport, Eagle Creek, 

Reef and Kipling. And it’s a 

win for Timberland, a global 

power brand, but one that has 

struggled at times with market 

segmentation, sourcing and 

apparel — all things that its new 

daddy is real good at it. 

VF reported sales 

of $7.7 billion and 

announced plans 

to grow to $12 billion 

in five years. 

Despite racking up annual 

revenue of $1.4 billion in its 

last fiscal year, Timberland 

has had its problems. Its first 

quarter earnings were down 30 

percent from its previous year 

and despite its growth over the 

past two decades, the company 

has struggled with its identity 

at times. About 10 years ago, 

Timberland got red hot as an 

inner city brand, but company 

management had trouble 

managing the growth. It loved 

the sales bump, but seemed 

unclear on how to embrace its 

new urban customer. When 

the urban trend cooled down 

for the brand, it had nothing in 

the pipeline to replace it and as 

a result Timberland lost some 

credibility with independent 

shoe stores and outdoor 

specialty retailers. The North 

Face, on the other hand, has 

also had a decade of explosive 

growth. Its soft shell jackets 

have become the uniform for 

urban and suburban teens alike. 

But TNF managed the growth 

and expanded distribution very 

well. For example, in New York 

City, TNF was featured in a fullpage, 

four-color ad in The New 

York Times for Bloomingdales 

and highlighted in the windows 

of numerous boutiques on lower 

Broadway that appeal to college 

students at nearby New York 

University. Meanwhile, TNF 

has also put resources behind 

supporting the brand in core 

outdoor stores and running 

specialty retailers, developing 

product and marketing 

programs to support these 

channels. If VF can provide 

the same sort of channel 

segmentation for Timberland, 

the brand will certainly benefit. 

On the plus side, Timberland 

was an industry leader in 

green and corporate social 

responsibility. In 2008, 

Timberland released a long term 

four prong plan of Corporate 

Social Responsibility that 

focused on Service, Product, 

Energy and Workplaces. And 

even prior to that, the company 

led a number of service 

initiatives that focused on giving 

back to communities in which 

It’s a win for VF 

which adds another 

plum brand to its 

outdoor and action 

sports portfolio. 

it did business. The company 

also created a Path of Service 

Program that allowed for 40 

hours a year of paid leave so 

employees could do community 

service. Occasionally, those 

initiatives became flashpoints 

for retailers, employees and 

investors during the times when 

the company’s profitability 

sagged, but few have doubted 

Jeffrey Swartz’s sincerity. He 

personally is involved in many 

charitable endeavors and with 

an estimated $63 million take 

from the sale, he is in position 

to continue those efforts, or, as 

some have speculated launch a 

career in politics. 

Over the years, Timberland 

has also had trouble 

building continuity in senior 

management. Many top 

executives in the industry 

spent time at Timberland, but 

ended up leaving and moving 

on to other companies. New 

Balance is rife with former 

Timberland execs in key 

positions. Timberland COO 

Ken Pucker left the company 

several years ago and now 

works with investment groups 

that have stakes in MBT and 

other brands in the outdoor 

lifestyle space. Doug Clark, 

Timberland’s Chief Innovation 

Officer, left the company in 

2008 and formed New England 

Footwear, which then acquired 

the GoLite footwear license 

from Timberland. VF has proven 

it can develop talent internally 

and tends to promote from 

within. When Mike Ejeck, the 

president of The North Face, 

was promoted to head up 

VF’s outdoor brand coalition in 

2004, he was succeeded by 

Steve Rendle, who has since 

been promoted to a larger role. 

The North Face did not miss 

a beat during that transition. 

Timberland should benefit from 

the infusion of VF talent into its 

management ranks. 

Timberland acquired 

SmartWool in December 

of 2005 in what has been a 

well regarded move. 

SmartWool has been a leader 

in the “natural” fiber movement, 

expanding from socks into 

sweaters and other apparel 

categories, and SmartWool 

should benefit greatly from 

the support of VF’s apparel 

expertise and sourcing clout. 

Timberland has struggled 

with its brand in the apparel 

category, and in 2007 licensed 

the name to PVH, the huge 

apparel conglomerate that 

produces sportswear under 

license from Calvin Klein, 

Donna Karan, Kenneth Cole 

and other brands. For its last 

fiscal year, VF reported sales 

of $7.7 billion and announced 

plans to grow to $12 billion in 

five years. With The Timberland 

acquisition, the company is 

already a third of the way there. 

VF has apparel expertise in 

everything from underwear to 

denim to outdoor performance 

apparel. They will no doubt 

apply that to Timberland’s 

apparel business quickly. l 

4 • outdoor insight • July 2011 outdoorinsightmag.com

AD 

5

outdoor eye 

The 

Simple 

brand was 

launched 

in 1991 

Deckers To Cease Simple, Emphasize Sanuk 

Deckers Outdoor says it has made the strategic decision to cease distribution of its 

Simple Shoes brand. In a statement, Angel Martinez, president, CEO and chair of the 

Board of Directors, commented: “Simple Shoes was the first brand to prove it’s 

possible to make eco-conscious footwear, and we’re proud to have accomplished 

all that we have. Given that there is some degree of overlap between Simple and Sanuk 

consumers, and Sanuk’s positive outlook and global appeal, we make this difficult decision 

knowing it is in the best interests of the brands, the company and its shareholders.” The 

move will take effect December 31, 2011. l 

Princeton 

Tec products 

are made in 

the USA 

Princeton Tec Introduces Customization Program 

Product customization that caters to consumers’ desire for unique and personalized 

products has achieved a certain status in the sewn goods world. Manufacturers such 

as Nike, Vans, Keds, Timbuk2 and Rickshaw have successfully tapped into consumer 

demand for originality. Meanwhile, the customization trend has largely remained 

unexplored for more technical hard goods. 

Princeton Tec has introduced The Spectrum, a consumer-direct customization 

platform providing hundreds of design options for their Fuel and Remix headlamps. 

The first program of its kind in the outdoor lighting industry, Princeton Tec’s new 

customization platform will give consumers creative control to self-select and 

design their headlamps by mixing and matching from ten body colors, four 

button colors and two strap options — providing hundreds of options. 

Once configured, the headlamps will be assembled in Princeton Tec’s domestic 

production facility. There are no minimum quantities required so consumers can order 

a single customized headlamp to fit their specific needs and applications. 

The consumer customization site is planned to go live September 1, 2011 with beta 

testing starting in June and continuing throughout the summer. l 

textile report 

GE Wins 

Contract WIth 

Italian Military 

Manufacturers 

GE Energy has won 

a contract to supply 

PTFE membrane to 

Italian military garment 

manufacturers. 

GE’s waterproof/ 

breathable membrane, 

known as eVent 

protective membrane, 

has been selected by 

Lovers Srl and Tessitura 

Majocchi Srl as the 

preferred waterproof/ 

breathable supplier for 

the Italian Army. 

Lovers has been 

awarded the contract 

to supply waterproof/ 

breathable camouflage 

jackets and pants, 

and a windproof vest 

to the Italian Army 

for the fourth year in 

a row. The company 

has supplied 210,000 

sets to the army and 

will deliver 57,600 sets 

as part of the latest 

contract. Majocchi has 

been selected as the 

lamination provider as 

part of the contract. 

GE will supply PTFE 

membrane to Majocchi. 

Together, the group of 

companies will work 

to produce one of 

the most waterproof/ 

breathable outfits a 

soldier can wear. 

“We’re pleased to 

use our expertise to 

create dependable, 

protective garments 

for the Italian Army 

supporting Lovers and 

Majocchi,” said Glenn 

Crowther, product line 

leader for performance 

fabrics at GE. 

GE also supplies 

PTFE membrane to 

companies supplying 

the United States 

military and the 

People’s Republic of 

Korea military. 

PrimaLoft 

Reinforces 

European 

Sales Network 

PrimaLoft has hired 

Bartosz Lassak as 

sales agent for the 

Eastern European 

market. Lassak will 

head up sales and 

marketing, managing 

all represented 

PrimaLoft brands, 

as well as dealers 

in Eastern Europe 

and Russia. 

Lassak served as a 

sales representative 

for W.L. Gore in 

Eastern Europe since 

2001. In June 2002, 

Lassak founded 

his own successful 

sales and marketing 

agency, representing 

Nokia and a number 

of other notable 

brands and clients. 

Hyosung 

Introduces 

Key Directions 

for 2013 

Hyosung, one of 

the world’s largest 

producers of nylon, 

polyester, and 

spandex fibers, will 

co-exhibit with mill 

partners such as 

Samsung trading, 

Mikwang, Pucheon, 

Paka and Ifits to 

feature trend right, 

performance fabrics 

for backpacks, 

outerwear, and 

active apparel. The 

key directions going 

forward for Spring 

2013, are endurance, 

fast track, unity and 

motion. Hyosung 

also will introduce 

Mipan AquaX for 

cool touch, moisture 

management, and UV 

protection and wind/ 

water resistance in 

wovens. l 


Polartec Announces 2011 

North American APEX Award Winners 

Polartec, the developer, manufacturer and marketer of 

Polartec performance fabrics, announced the North American 

APEX Award winners for 2011. This award is presented 

to select Polartec-based garments that will be available to 

consumers in the fall of 2011. A panel of judges selected 

the winners based on the style, function and fit of the 

garments as well as innovative and appropriate uses of 

Polartec fabrics in the designs. The judges selected 13 

North American APEX winners. In addition to a Tiffany crystal 

award the manufacturers can participate in a custom hangtag 

program promoting the winning garments at the consumer 

level. Polartec also provides additional marketing support 

through product placement with media and events. l 

Winners include: 

Patagonia Northwall Jacket and Pants 

BARE SB System Midlayer 

Cabela’s Thermal Zone 

Special Op Forces Protective Combat Uniform 

Westcomb Apoc 

Marmot Zion 

Athleta Tagalong 

Orvis Targhee Full Zip Fleece 

Dragonfur Polartec Power Dry FR Hi-Viz Shirt 

Tyndale Polartec Baselayer Thermal Top & Bottom 

Big Bill Polartec Power Shield FR Jacket 

The North Face Jammu Jacket 

LL Bean Bean’s Insulated Fleece Jacket 

SEA EVIL AD 

7 

Marmot men’s 

Zion Jacket 

designed by 

Aubrey Vaughan 

MSRP: $375 

Tagalong 

designed by 

Amy McCusker 

MSRP: $79

Pet Products 

Dog 

products 

continue to 

sell well at 

outdoor 

specialty 

Man’s Best Friend 

Today’s campers and hikers may have names like Scamp, Scout 

and Benji. These four-legged canine adventurers offer outdoor 

specialty retailers opportunities for incremental sales even in 

a flat economy. Americans certainly love their pets. Overall 

sales of pet related products have reached $50 billion in the 

United States. 

“That number surprises a lot of people. It is an area that many outdoor 

channels have not capitalized on,” explains Lanette Fidrych, owner of Cycle 

Dog. “It is often an afterthought, but given the size of the market, it is a huge 

opportunity for outdoor retailers. The retailers that do focus on it usually 

have owners or buyers who are pet people, and they do quite well.” 

While the majority of that $50 billion in sales comes from products outside 

of the recreation-related items, brands have taken notice of the opportunity. 

“The pet industry as whole is getting more competitive, but there are still only 

a handful of companies that really specialize in outdoor or technical gear for 

dogs that join their people on hiking and camping expeditions,” says Kristen 

Smith, Planet Dog’s brand ambassador. 

Susan Strible, director of marketing, Ruffwear reports the brand’s 

outdoor specialty partners are expanding their selection of the brand’s 

products. Even a slow economy hasn’t blunted interest in dog products. 

“The pet industry is relatively bullet proof. The industry as a whole is 

definitely growing. We find that the more you have to offer, the more the 

store owners will order,” says Jill Nazimek, owner of Katie’s Bumpers. 

“The outdoor industry has finally taken notice of their customers dogs. 

There are dog friendly outdoor stores everywhere.” 

D-Fa’s Angela Hook comments,” Successful retailers commit to the category 

and work to sell through the idea and the product. Those who are less 

successful are ones that don’t support their stock with point-of-sale or 

training and aren’t using their knowledge of their existing customers to drive 

sales. In essence the pet category is no different to any other in outdoor. It is 

not a “Field of Dreams” (i.e., stock it and they will come), but when added to 

the sales line it can make a difference to the bottom line. 

Impulse or Planned Purchase? 

Dog products range from organic snacks, brightly colored toys, collars and 

leashes to technical packs with as much attention to detail as the packs the 

dog’s owner carries. Pet owners will make spur of the moment purchases as 

well as compare feature sets across brands. 

At Ruffwear, Strible reports an uptick in sales of collars and leashes. 

”People like to refresh colors and designs and they are low price points. We 

are seeing a lot more sales in those areas.” 

Toys are also selling well. “Once you find a food that your pet likes, 

you stick to it. But toys are different. We all want new toys. So, if there is 

something new, consumers have a tendency to try the ‘new thing’ if it suits 

their needs,” says Nazimek. “We try to bring out new toys so our customers 

stay with our brand and buy our new toys.” 

Brand managers note that over time even lower-priced products garner 

scrutiny. “When it comes to smaller items, definitely impulse buying is there,” 

says Hook. “And to a certain extent even the bigger items are a little impulse 

at first. Maybe that is because it’s still unexpected and so there is a moment 

of impulse. However, people are quite discerning when it comes to choosing 

specific products to do the right job for their dog.” 

Technical gear like dog panniers, booties and flotation receive more 

attention and product comparison. “Outdoor gear products tend to be 

considered purchases. They know their lifestyle and seek out items that allow 

their pet to join their outdoor adventures,” says Smith. 

Supporting Retailers 

Like most outdoor product categories, merchandising plays a critical 

role in attracting consumer interest and sales. Ruffwear offers a branded 

freestanding display unit for retailers. The modular design can be used to 

create a store within a store. 

Planet Dog has introduced a new tabletop display that helps retailers 

merchandise a variety of Orbee-Tuff products. The display won the Best in 

Show Point of Purchase Display at the 2011 Global Pet Expo in Orlando, FL. l 

Left to right: Planet Dog Orbee, Ruffwear Beacon, Planet Dog Woodchuck, Ruffwear Sqwash. 


CARPE 

TRENDEM 

TRENDINSIGHT 

iNsighT AND ANAlysis oN CoNsuMER TRENDs iN ouTDooR PuRChAsEs 

Friday, August 5, 2011 / 7:15 AM – 9:00 AM 

Marriott Salt Lake City Downtown, Deer Valley Salon 

Speaker: Julia Day, Leisure Trends Group 

Moderator: Lou Dzierzak, Managing Editor, Outdoor Insight 

Knowing who is coming into your store and what is driving them there is key to meeting their needs and ultimately getting 

them to buy. Perfectly timed for the start of Day 2 of the OR Summer Market, Outdoor Insight gives attendees a birds-eye view 

of the latest consumer shopping trends of the outdoor consumer. Presented by Julia Day of the Leisure Trends Group, with data 

gleaned from their point-of-sale data combined with a quarterly poll of 1,000 American adults aged 16 and over, attendees 

will hear about current trends in outdoor apparel, footwear and accessories to more effectively shop the Summer Market. 

Light breakfast served. Seating is limited. Retailers and manufacturers welcome. 

Please RsVP to jnott@formula4media.com 

outdoorinsightmag.com

ackpacks 

One Size Doesn’t Fit All 

outdoor enthusiasts are clearly gear junkies, always on the 

hunt for the next best new piece of equipment to take on 

their next adventure. Central to this accumulation of stuff is 

a backpack to carry everything in. 

As consumer’s preferences swing back and forth between 

tightly focused application specific packs to multi-purpose 

one-size-fits all models backpack brands are expanding their product lines 

to accommodate both interests. 

“We have a lot of application or use-specific packs and that part of our 

line has grown. But the attractiveness of a ‘quiver of one’ style pack is very 

relevant,” says Gareth Martins director of marketing for Osprey packs. 

“Osprey’s customers are looking for both styles.” 

John Sears, Gregory’s director of new product development says, 

“Consumers are certainly looking for more versatile packs. They are looking 

for innovative features and value.” 

Black Diamond’s customer is still purchasing packs specific to the end 

use. “Most of the people we are selling to have at least a summer and 

winter pack. If they are into backpacking that’s an additional pack. Maybe 

a hydration backpack too,” reports Nathan Kuder, softgoods category 

director, Black Diamond Equipment. “Like shoes and helmets, they tend to 

buy packs for specific seasonal use.” 

With a proliferation of brands and models, backpack manufacturers 

are taking care to differentiate themselves in the eyes of consumers and 

deuter will promote the 

new 2012 Aircontact packs 

with a free gift with 

purchase promotion. 

this savant is designed for overnight 

trips and trekking, offering a 

full, traditional feature set without 

excess clutter. 

Backpack 

designs 

evolve to 

match user 

preferences 

specialty retailers. 

Suspension designs, ventilations details and construction materials are 

important elements that separate brands. 

“Granite Gear has never used an aluminum stay that is so common in other 

manufacturer’s multi-day pack. Most of our packs throughout the years have 

used a molded 3-dimensional frame sheet. The philosophy behind that allows 

the pack to follow the contours of your 

back so you don’t have pressure points,” 

explains Dave Johnson, sales manager at 

Consumers 

are looking 

for innovative 

features and 

value.” 

Granite Gear. “We’ve also been a pioneer 

in the use of materials. Extensive in-house 

testing of materials has given us an edge in 

picking materials that are very light but as 

durable as they can be. We are not a me-too 

company. We don’t change a product or 

introduce a new product unless we feel we 

John Sears, Gregory’s 

can introduce something that we feel is a 

significant innovation.” 

Well-known in European markets, Deuter is committed to raising its brand 

presence in North America. Keeping backpackers cool with ventilation 

technology is brand’s central value propositions. 

“Deuter has been building packs since 1898. We believe we are one the 

bigger players. We’ve earned our wings. Deuter has been building packs 

s s s 

DEuTER GREGORy ARC’TERyx 

the Kata series are 

designed for all-mountain 

versatility for climbing, 

trekking or travel. 


INTEGRITy 

11

ackpacks 

since 1898,” says Christian Mason, director of sales and marketing, Deuter 

USA. “We invented the ventilated back panel and offer users a value 

proposition of reducing perspiration by 25 percent.” 

Like all outdoor product categories, positive price/value equations 

attract consumers. Mountainsmith follows this business approach. “If 

you were to split outdoor products into A, B and C level, we strive to 

bring A quality product to the market at a B level price. This results in a 

huge value to the customer and when we define value, it means delivering 

product that outperforms its price tag,” explains Jay Getzel, director of 

sales and marketing. 

“Product design is spawned out of 

three main research projects for us. 

First is sales representative and dealer 

feedback. Second competitive analysis 

that allows us to identify potential soft 

spots or holes in the market and third 

sales trends both internally and on an 

industry wide level make up the third 

component of the research involved in 

our development process.” 

Go Lite has carved a market niche 

s s s 

BLACK DIAmOND ARC’TERyx GO LITE 

the new black diamond women’sspecific 

onyx uses Active Frame 

technology and features the new 

ergoActiv XP suspension. 

There’s both 

specificity and 

generalization 

and I think you 

can have both. 

Dave Furman, Mammut USA 

by focusing on lightweight packs. Like Osprey, paying attention to 

environmental issues has also helped differentiate Go Lite. “We have 

always been about lightweight packs that are not overbuilt. The most 

significant evolution we have made in the last several years was using 

mostly sustainable materials in all our packs, “ notes sales director Kevin 

Volz. “The industry is evolving and finally catching up to us in terms of 

their focus on lightweight and sustainability.” 

With experienced gained from previous pack purchases, brand education 

the nozone series are 

mountain-focused packs that can 

be stripped of certain features 

for specific activities. 

Go lite is introducing the new 

literail At series. these packs 

have full adjustability and weigh 

well under four pounds. 

tools and retailer sales people backpackers have become more 

sophisticated in evaluating backpack suspensions and bag designs. 

“Consumers understand the technology. The onus is on us to describe 

and sell that to the consumer,” says Martins. “We believe that a good 

technical suspension that transfers the weight on to the hips and across 

the back and carries comfortably is far better than something that is so 

stripped down and light that it doesn’t carry well.” 

Sears adds, “Consumers are becoming more educated and discerning 

about what’s comfortable and what’s not. The extreme lightweight trend 

that we saw come and go happened because it is all about comfort. It takes 

the right amount of build in the suspension to give the consumer the ultra 

comfortable experience. Finding the balance between the weight of the 

bag and the suspension build is something consumers are getting more 

sophisticated about. Consumers are purchasing products that carry well.” 

One backpack or three? 

Weekend backpackers, ultra-distance thru-hikers and climbers all look for 

distinct features in the backpacks they use. Outdoor brands have offered 

broader selections to fit every consumer niche and application, but are 

consumers being overwhelmed with choices? Can’t one pack do it all? 

The North Face builds packs for a wide range of enthusiasts and 

applications. “We know that there isn’t a one-size-fit all pack solution 

for our customers, so I think where The North Face excels is with the 

sheer number of options we have available,” notes Scott McGuire The 

North Face director of equipment. “Since our packs are athlete tested 

and expedition proven, we have something for you whether you’re 

headed to the top of Mount Everest, running 100 miles of trail or heading 

out on a day hike.” 

At the other end of the spectrum, Dave Furman, Mammut USA’s hardgood 


expert, offers a commonly heard consumer appeal. “Why do I need five 

different packs for the things I want to do? I’d like to have two and do 

everything with those.” Furman responds to that question. “That opens 

up some room for people who want to generalize. There’s both specificity 

and generalization and I think you can have both at the same time.” 

Harder core enthusiasts are willing to pay for narrowly defined feature 

sets.” At the higher price points, activity-specific packs are really 

strong players. These include backcountry 

snow packs or trail running hydration 

packs,” explains Derick Noffsinger, Jansport 

technical outdoor designer. 

The lines between multi-purpose technical 

daypacks and backpacking packs are getting 

very blurred. “The challenge is making 

sure your product is targeted to the right 

customer so you aren’t putting on extra 

features that a backpacking person would 

want on a hiking pack where the customer 

doesn’t need them,” notes Kuder. “With any 

The industry 

has evolved 

over the last 

20 years. 

Jay Getzel 

Mountainsmith 

movement in the market you still have to maintain the more traditional 

styles in the line because those were your bread and butter.” 

Another important influence on backpack design is the time enthusiasts 

are committing to their adventures. “I think the industry has evolved 

over the last 20 years,” says Jay Getzel, director of sales and marketing, 

Mountainsmith. “Our windows of an industry once based on backpacking, 

has gone through transitions in its target demographic and key styles that 

had us into basecamping and family camping then into the done in a day 

mode and most recently almost to a ‘done in an hour’ mode.” 

One feature that has changed in recent seasons is the decline in average 

backpack volumes. “Our windows of playtime are shrinking as a culture 

and packs have followed this trend,” reports Getzel. “There is significantly 

less business being done in the 5-7000 c.i. range. I heard a stat that 65 

percent of all packs sold now are under 2500 c.i. When we redesigned 

our pack line two years ago, we certainly focused on the one to three and 

three to five day sizes more than the larger packs” 

Noffsinger agrees,” We have seen a drop in pack volumes due to these 

functionally specific bags and a move away from the larger, do-it-all packs.” 

In the last six or seven years there has been a shift downward in size. 

Pack manufacturers are shifting their model lines as the volume sizes have 

decreased. “The sweet spot in the multi-day backpack market used to be 

5000 c.i. or more,” says Johnson. “Now, we don’t even have a pack offered 

in that size range. Now the sweet spot is 3600-4000 ci.” 

While shorter time frames have significantly influenced backpack 

volumes, an interest in lighter weight gear and equipment has also played 

a role. “More and more you see folks who are less serious backpackers 

who are dialing in with lighter weight tents and equipment,” says Martins. 

A few years ago there was a trend toward ultra lightweight packs. “The 

lightweight market is not just people who are doing the thru hikes that are 

buying these packs. Hikers are also looking for the lightest pack to meet 

their needs,” reports Johnson. 

While embraced by some backpackers, others have taken a more 

moderate approach to shaving ounces. “A lot of people have tried going 

really lightweight and figured out this stuff doesn’t necessarily last as long 

and maybe I don’t want to be quite as anal-retentive about what I bring. 

People are realizing there’s a happy medium where most users fit in,” 

notes Furman. l

trends 

A Sharp Sale 

Emotional connections 

to knives create 

long-term demand 

Knives have been called one of man’s earliest tools. In the 21st 

century, sharp blades still have a strong emotional attraction 

for outdoor enthusiasts. 

“I don’t fully understand why knives are so emotionally 

connected to people but I absolutely adore that that’s 

the case. I love hearing the personal stories that tell me ‘I 

remember my first knife. It was a right of passage,’” says CJ Buck, CEO of 

Buck Knives. “There’s very much an emotional connection. That drives the 

thinking process. People shifting away from disposable product to product 

that’s capable of being passed down to another generation. Knives offer a 

basic dependability and are as useful now as they were was 40 years ago. 

There’s a sense of legacy involved.” 

Thomas Welk, national sales manager at Kershaw, believes the emotional 

connection plays a vital role in knife sales. “If you don’t have an emotional 

attachment, it’s difficult for someone to understand a knife purchase. It’s 

important to have the generational hand-down. There is something very 

personal and intimate about owning a knife,” he says. 

Knives definitely play a role across generations. “Your first camping outing 

with your dad, it’s in your glove compartment, it’s in your pocket, it takes 

you from your youth through your life experiences,” notes Dennis Piretra, 

Wenger’s director of marketing. 

Over time, campers have augmented knives with multitools. While 

becoming a practical addition to many campers gear lists, multitools don’t 

seem to have the same emotional apparel. “Knives are very emotional. 

People will buy a knife because it has an emotional appeal to it,” notes Bill 

Raczkowski, category manager, Fiskars Outdoor – Americas, Gerber. “A tool 

is a more utilitarian device. I have a need for a screwdriver, bottle opener or 

pliers. Tool purchaser needs a tool. Knives are definitely more specialized. 

They all do the exact same thing — cut, scrape and pry. Users want specifics, 

but they want the emotional appeal of a knife.” 

Stable Market 

Brand managers report knife sales remained flat or dipped slightly after 

the economy faltered but seem to have recovered. “The knife market 

definitely took a dip but we are seeing growth over the last six to eight 

months,” explains Piretra. “We feel that the last three or four years a knife 

purchase was relatively low on a consumer’s priority list.” 

At present, the knife industry is surprisingly healthy despite the economy. 

“Spyderco has recently experienced our best months of sales in the history 

of the company,” reports Joyce Laituri, marketing manager, Spyderco 

Knives. 

Renewed interest in outdoor activities like hiking and camping are bringing 

a broader group of people into the knife market. “They need daily life tools as 

Buck: The Buck Bantam Pocket Knife is a medium size, 

lightweight, mid-lockback knife with easy 1-handed opening. 

Benchmade: The 915 Triage is a dynamic triple utility tool 

that includes a knife, safety hook and glass breaker. The 

Triage uses highly corrosion resistant blade steel. 

they go on these adventures. They want to be self-reliant,” says Buck. “I think 

the market is growing again. With all the anxiety and chaos in the world there 

is a renewed interest in self-reliance. Having knives and multi-tools around is 

part of that perspective.” 

Cable shows like “Man vs. Wild” depicting difficult environments and 

survival situations have also contributed to knife sales. “We believe the market 

is growing with the advent of people like Bear Grylls being on television,” 

says Raczkowski. “People are interested in survival themes. They may never 

be in the wilderness survival situation, but they believe that yes with I knife I 

can survive the wilds.” Multitool brands are also benefitting from this appeal. 

“People want a little bit of everything because they are not sure what will come 

against. Women are getting more active outdoors and are recognizing a knife 

or tool is something they need to have in their kit,” notes Jason Carpenter, 

product manager, Leatherman Tool Group. 

Single Purpose vs. Multiple Applications 

For decades, outdoor enthusiasts have had a choice between folding and 

fixed blade knives. While both styles remain popular, opinions differ about 

which approach addresses consumer’s needs best. 

Twenty years ago everyone carried a pocket-folding knife. It was an everyday 

carry knife. Small and compact to bring out as needed,” recalls Raczkowski. 

“The folding knife market will always be evolving and changing. The customer 

will always be going into the outdoor retailer and be asking what’s new.” 

Since your grandfather’s knife, folding knives have evolved to include a wide 

range of blades and tools. “As a design team we will look at enthusiasts and 

determine which features are important to them,” reports Welk. “Some are 

looking for lighter weight or how they carry the knife. We’re trying to attract 


Gerber: The Metolius Pocket Folder is a thin, 

strong, every-day-carry knife crafted from 

stainless steel for good balance and strength. 

The Metolius Pocket Folder features a TacHide 

handle inlay for secure grip in all conditions. 

younger customer with technology features and colors showing knives as 

tools with features and designs that resonate with them. Interest in the 

old-timers and grandpa’s knives of yesterday are decreasing. Our focus has 

been on the younger user.” 

Knives have also evolved to address tightly focused and specific 

applications. Models for climbers, paddlers and campers offer feature 

sets tailored to those activities. Gerber’s Bear Grylls survival knife and 

Wenger’s Mike Horn-inspired Ranger Series and new Ueli Steck climbing 

knife are examples. These hybrids include blades and tools. “Bang for the 

buck is an overriding theme. The Ranger and Expedition models are like a 

Swiss Army Knife on steroids. Specialty knives like the Ueli Steck climbing 

knife are purpose built,” explains Piretra. “We see higher ticket knives 

doing very well and much better than we expected.” 

With so many options available, outdoor enthusiasts are now 

purchasing multiple knives. “The climbers seem to prefer very light, 

very small folders, paddlers gravitate more to fixed blades and general 

outdoor enthusiasts seem to carry mid-size models,” explains Laituri. 

“At Outdoor Retailer we see people who come by carrying a Spyderco 

knife and tell us they bought it for backpacking and end up carrying 

it everyday but have they fixed blade or micro-folder on their PFD or 

climbing harness. They are discovering the everyday usefulness of 

knives outside of sporting activities. People ask for one-hand open 

operation, lightweight, a long-lasting sharpened edge, and clip carry. It’s 

all about convenience and reliable high performance.” 

Lighter weights are also attracting buyers. “Consumers are gravitating 

towards lightweight knives and reducing carry weight without sacrificing 

functionality has been key for the consumer,” reports Mike Dolmage, 

director of product development at Buck Knives. “There is also a trend 

towards smaller lightweight fixed blades as well as lock back/mid lock 

folders. Both knives offer excellent functionality and safety benefits for 

the consumer.” 

Regardless of model or application, reliability is key. “There is a basic 

shift to a sense of foundational dependability. People are shying away from 

too much specialization. If you overspecialize you almost limit yourself,” 

reports Buck. Consumers are looking for general utility with multiple 

functionality. There are times when the fixed blade will be the best option, 

other times the less conspicuous folding knife will be more appropriate. 

Feature sets continue to evolve. There is a cautionary feeling that knives 

with multiple parts that can be lost are inherently less dependable. What’s 

the use if you lose the part? l

Hosiery 

Technical socks may not be the most glamorous product 

found at an outdoor retailer, but the category is experiencing 

the same competitive pressures, drive for innovation and 

consumer loyalty as backpacks and trail running shoes. 

“It’s definitely a competitive market. Everyone wants a 

bigger piece of the consumer’s dollar,” reports Fox River 

brand manager Jennifer Whitley. “With shoe and apparel companies 

jumping into the sock market there are a lot of choices for consumers 

out there.” 

Market leader SmartWool has seen competition increase. “When you 

look at the sock category today, compared to when we entered the 

category, it’s a completely differently ball game. Before SmartWool, socks 

were an afterthought,” says Amy Beck, director of SmartWool U.S. sales. 

“Now people actually go to the retailers and 

ask for us by name. Socks have become a 

critical part of the outdoor experience and 

rightly so. There isn’t much you can do 

outside if your feet aren’t comfortable.” 

A flood of new product offering is 

challenging legacy brands like Wigwam 

that boast more than a century of sock 

production. “The market has exploded. 

Every Tom, Dick and Harry wants to be 

in the sock biz,” says Natalie Stangl, field 

marketing manager at Wigwam. We make 

our own product in Sheboygan, WI, and 

Brand loyalty 

challenged by 

new category 

players 

1 1 2 3 4 5 

Socks 

Do Sell 

Every Tom, 

Dick and 

Harry wants 

to be in the 

sock biz. 

Natalie Stangl 

Wigwam 

therefore we are able to have better quality control and be very hands on. 

We’ve been manufacturing socks in the USA for 106 years.” 

New products are coming from sock-specific companies as well 

as footwear brands extending their product lines. The competitive 

atmosphere is hot. 

“Many shoe and apparel brands want to jump into this successful 

market. It’s good to remember that the best socks come from core sock 

brands with core expertise,” notes Mercedes Marchand, VP of design and 

merchandising at Goodhew. 

Innovations in cushioning, fit, color options and application specific 

models are contributing to growth and consumer’s willingness to try 

new brands. “Outdoor enthusiasts are always looking for the next best 

thing. What’s going to give them a better experience or performance,” 

says Whitley. “We do get feedback from 

consumers and retailers. There’s a push 

towards more color, technology and fit focus 

on socks.” 

Bruce Barrows, Lorpen’s North American 

sales manager comments,” We do see growth 

in the categories we are in. Retailers and 

consumers are looking for innovation. That 

drives interest in a fairly mundane category.” 

There is a growing demand for socks 

segmented by sport and season. “In running 

and everyday wear, people are getting more 

into the type of shoe they are looking for,” 

Being a 

sustainable 

business is 

simply the 

entry point. 

Mercedes Marchand 

Goodhew 

says Peter Duke, founder Point 6. “They are looking for a closer fit so when 

making a sock we have to accommodate the space available.” 

Brand managers reports strong sales even during the economic 

downturn. “History has proven that socks are recession proof, you can get 

the best of something for under $20,” reports Marchand. 

Are consumers brand loyal? 

It’s not hard to identify outdoor gear and apparel brands that generate 

passionate loyalty from users. Does that loyalty include technical outdoor 

socks? 

“We feel we have the most passionate, dedicated and loyal fans in the 

world. Fortunately for us, they also like to tell their friends. Our research 

shows that more than 90 percent of our fans tell their friends about us,” 

says Beck. “Our consumers connect with us on a rational level in that 

they know they can trust our products to deliver the comfort they need 

to do what they love to do. However, they also connect with us on a much 

more emotional level. We are authentic in everything we do in that we 

believe more joy can be found outside. This resonates with our consumers 

because they believe this too.” 

“Our customers are not buying price-driven cheap socks. There is 

loyalty to quality, value, and USA Made products,” says Stangl. 

New brands breaking into the technical sock category have to overcome 

consumer loyalty to get their brands noticed. “Consumers are fiercely 

loyal. We’ve had a big hurdle [to overcome]. People are very loyal to 

specific brands and we have the same issue with retailers. They see the 

brand loyalty of their consumers that’s driving their decisions,” notes 

Wood Talkington, brand manager, FITS Sock Co. “They want to stick with 

what’s working. You have to get the socks on their feet and then they will 

make their decisions from there.” 

While its clear outdoor enthusiasts may have a go-to sock brand, there 

is definitely room for experimentation with new brand. “To a large degree 

they are loyal. The flip side is that socks are a relatively inexpensive 

impulse purchase,” notes Ric Cabot, owner and founder of Darn Tough. “If 

something that catches your eye it’s not a big investment to try something 


6 7 8 9 10 11 

new. A lot of the new things on the market are almost art for art sake. 

You will see bells and whistles just for the sake of putting something on 

the sock. When people realize that that is mostly cosmetic they go back 

to the brands they are comfortable with,” says Cabot. “Just become its 

shiny and new, doesn’t mean that the socks are comfortable, durable or 

fit well. People have more sock choices then they have ever had and they 

are definitely getting more educated about socks.” 

Barrows agrees. “I think that there is some loyalty to the legacy brands 

that have been around for a long time. At the same time, since there is now 

such a proliferation of brands, I think there is a lot of brand switching.” 

Sock designs now cover very specific applications like skiing, 

backpacking and trail running. Ultimately, the user’s experience will 

influence future purchases. “Consumers are looking for brands with 

meaning. The product must perform and the consumer wants to 

feel good about the brands they are 

supporting,” says Marchand. “If they find 

this combination they will keep coming 

back. Goodhew is focusing on building 

brand loyalty through our everyday 

technical performance combined with 

fresh design and color.” 

Fashion is important but function 

still rules the day. “When the product no 

longer functions or starts to fail through a 

Left to Right: 

1 Darn Tough Tulip Shorty Plum 

2 Darn Tough Flame 

3 Point 6 Hiking Tech 

4 Point 6 Lotus Extra Light 

5 Smartwool 708 

6 Fox River Trail Quarter 

7 FITS Women’s Low 

8 Lorpen XTRW Steel Blue 



11 Point 6 Half Stack Light Crew 

durability issue then the consumer becomes disenchanted with their once 

go to sock and start to look for a different brand that meets their standards,” 

offers Duke. “The most important thing to a consumer who is serious about 

their sport is function. l

Footwear 

The Trail Evolves 

Minimalism pushes outdoor and 

running brand’s footwear design 

Trail running has earned its place in outdoor recreation. 

Creation of the Endurance Zone section on the Outdoor 

Retailer Summer Market show floor offers an example of the 

category’s importance to outdoor specialty retailers. 

Following lifecycles of many product categories, trail 

running has splintered into multiple product segments 

targeting specific kinds of trail running enthusiasts. “The trail market has 

evolved a lot in the last five years. Previously known as multi-function, 

if you look at the typology of the shoes that 

dominated the market at the start they tended to 

be great versatile, multi-function outdoor shoes 

but with pretty mediocre runnability,” notes 

Tom Berry, VP of global sales, marketing and 

merchandising for the Tecnica Group. “Today 

there are at least three categories. You still have 

the multi-function category, then shoes with 

better runnability, and third, the trend toward 

minimalism. The Holy Grail is to be able to have 

the versatility of multi-function but with the 

more runnability.” 

Adopted early by outdoor enthusiasts, 

trail running is attracting more traditional 

roadrunners. “The trail market is emerging as 

running grows. Running is becoming a lot of 

people’s primary fitness activity. When that 

Everyone 

is trying to 

get off of 

manmade 

surfaces 

and onto 

natural 

surfaces. 

Kirk Richardson 

Montrail 

happens they are looking for ways to break up the monotony of running 

around the block,” says Carson Caprara, Brooks Sports running footwear 

product line manager. 

“Runners are exploring different kinds of running shoes, workouts, and 

ultimately different running routes and terrain. The moderate trails are 

s 

SAuCONy 

the saucony Pro Grid Peregrine 2 

is designed for the trail runner 

looking for lighter weight footwear. 

more accessible to runners and they are exploring them.” 

The definition of trail running has also broadened to include more 

than just Rocky Mountain locations. Packed dirt paths in urban parks 

and crushed limestone rails to trails conversions are becoming popular 

venues. 

“The one thing you have to say about the trail market and running in 

general is that everyone is trying to get off of manmade surfaces and onto 

natural surfaces,’ says Kirk Richardson, business director of Montrail. 

“There’s a much stronger understanding that getting off road has myriad 

benefits for people who are running as a principle form of fitness and 

reaction. Trail running has become a much more sought after aspect of 

the whole running experience.” 

As more users enter the market, footwear brands are designing trail 

shoes for different kinds of terrain and running preferences. 

“The product has evolved into lighter more flexible product by 

lowering midsole heights, adding more flex grooves and using less upper 

materials combined with a more simple construction,” reports Brice 

Newton, footwear product marketing manager at ASICS. “Our footwear 

team is constantly striving to reduce overall weight through alternate 

constructions and materials, but at the same time ensuring protection for 

the runner.” 

The Minimalism Influence 

After exploding on the road running environment, minimalism design 

influences are being seen in trail running footwear. “The idea of how 

do you make runners more efficient is something that adidas and other 

companies have been working on for a long time,” reports Greg Thomsen, 

managing director at Adidas Outdoor USA. “It’s not something new. 

We’ve all known that lighter weight, more stability, more traction and 

durability come into the equation. What I like about the minimalist side 


ECCO 

19

Footwear 

SAuCONy 

saucony sees minimalism as an 

interesting test lab as the brand 

continues to expand our trail line. 

saucony Xodos 3.0 features a 

vibram sole for off-road traction. 

BROOKS 

brooks believes there is a 

definitely a market for shoes that 

are a little more secure, supportive 

and durable. the brooks true Grit 

is a lightweight trail shoe. 

mERRELL 

merrell’s women’s dash glove 

continues its commitment 

to minimalist footwear. 

of the business right now is that it is bringing 

more focus to running and to new design 

concepts. Even though many runners swear 

by the minimalist technology others have 

experienced negative results. But overall, 

the exploration of this design concept and 

new directions for improving an athlete’s 

performance will continue to push the 

creative boundaries of product development. 

That’s really positive.” 

Merrell has fully embraced minimalist 

running principles. The trail market is 

ever evolving. With the fast pace of the 

barefoot movement, many traditional athletic 

brands are entering the market with their 

interpretation of a minimal trail running shoe,” 

says Craig Throne, VP- global marketing at 

Merrell. “In Spring 2012, we bet we will see 

the majority of outdoor and athletic brands 

approaching trail running in a much more 

minimal design focus.” 

Throne continues, “The minimalist trend 

has influenced the way that we are designing 

our entire range of Merrell Barefoot. A 

common design thread in Merrell Barefoot 

design is our BareForm approach that 

encourages a natural midfoot landing in a 

foot-shaped forefoot design offering ample 

foot splay and ground feel.” 

Opinions about the potential of minimalist 

designs in trail running footwear vary 

significantly across outdoor and traditional 

running shoe brand executives. 

“There’s a lot of one-sided dialogue going 

on. Lot of people saying there is a right and 

wrong way to run. Those shoes aren’t healthy 

for you. There’s a lot of confusion for the 

every day runner. They don’t know what’s 

right or wrong,” says Caprara. “At Brooks, 

we’ve don’t see anything wrong with a shoe 

that provides you with a lot of protection as 

long as there is functionality built into the 

shoe that works with the body. There is definitely 

still a market for these shoes that are 

a little more secure, supportive and durable. 

It’s not that there is a right or wrong. Different 

shoes will provide different experiences.” 

Even with differing perspective there 

appears to be room for growth for both 

competitive approaches. “The minimal trend 

is creating new energy in the category,” says 

Bryan Gothie, product manager, New Balance. 

“Minimal product is one end of the spectrum. 

The definition of what was traditional in the 

past is moving toward minimal and redefining 

what’s normal. We’re seeing lighter weight 

and lower to the ground.” 

Minimalism has allowed brands to evaluate 

the geometry and engineering of trail shoes.” 

Minimalism has been an interesting test lab 

as we continue to expand our trail line,’ 

says Patrick O’Malley, SVP of global product, 

Saucony. Minimalism has allowed us to 

provide more options to runners. We’ve been 

20 • outdoor insight • July 2011 outdoorinsightmag.com 

s 

s 

s

able to expand our line and let the runner decide 

which is their number one priority.” 

Runners are looking for ways to connect with the 

physical experience of running. “They want ground 

contact and to be involved in the experience. A shoe 

with a lot of protection can take away from that,” 

notes Caprara. “There’s an emerging mindset of 

runners who want to feel every step they take and 

be in touch with the ground underneath their feet 

and activate their proprioception. Those runners 

are looking for product that is lighter, more flexible 

and lower profile that allows that experience.” 

The trend of lightweight will influence ASICS 

trail running product in a very similar way as it 

has influenced ASICS road running products. “This 

product will be considerably lighter, more flexible 

and include different variations of ASICS popular 

no-sew upper construction. We will also see more 

color and brighter colors,” explains Newton. “The 

difference with the trail product is that it still needs 

to provide protection and excellent traction. Traditional trail running product 

will continue to be important because there is still a group of consumers 

that will not be able to transition into the lighter weight product and another 

segment that will use the light weight product as an alternate shoe or fast 

paced shoe.” 

Footwear brands that come from an outdoor orientation see the 

BAFFIN 

21 

s 

ASICS 

Gel-trail sensor 5 

the lightweight trend will influence 

Asics trail running product in a 

very similar way as it has influenced 

Asics road running products. 

minimalism a bit differently. “Minimalism has created more interest in the 

trail and that’s a good thing. We’re trying to leverage our experience in 

technology in trail and take it in as many meaningful directions as we can,” 

says Kyle Rackiewicz, product development director at Vasque. “We are 

not going to emulate what the latest trend is if its not in our tool belt of 

experience and technology in how we build footwear. We look at minimalism

Footwear 

the new oboz lightning bdry 

is a waterproof breathable version 

of the lighting trail running shoe. 

the lightning bdry offers 

all-around performance and 

durability for running on a full 

spectrum of surfaces, including the 

most rugged and rocky trails. 

Gel-trabuco 14 

the Asics footwear team is 

constantly striving to reduce 

overall weight through alternate 

constructions and materials, but 

at the same time ensuring 

protection for the runner. 

the north Face single track 

Hayasa. the north Face is 

finding better foams, better 

cushioning properties, new welded 

technologies and lighter weight 

fabrications to create their trail 

running shoes. 

as a good thing for the industry overall and we 

will wade into it as we learn and are able to do 

it right by leveraging our experience building 

shoes.” 

The minimalist trend has had some 

influence on the trail footwear market. 

“You see lots of brands with lower profile 

minimalist shoes but I think the jury is still 

out whether people are going to buy them 

or not,” says Jonathan Lantz, president, La 

Sportiva N.A. “You see a lot of shoes the 

walls but when you look at what’s turning. 

With hard-core trail runners no one has fully 

embraced the minimalist trail market from 

what I see. If a runner is already interested 

in minimalist will buy.” 

Not all trail running brands are jumping 

into the minimalist segment. 

“Minimalism is going to contribute to a 

disconnect with runners. My feeling is that 

the initial market reaction to minimalism is 

going to slow down or even out as people 

recognize that a minimalist shoe is not 

perfect for every condition, situation and 

trail,” suggests Josh Fairchilds, founder of 

Oboz. “We’re not going after the minimalist 

market. Our feeling is that while there is a 

tremendous amount of validity in training feet 

to be stronger we know from focus groups 

that we have done with trail and mountain 

runners in Montana they are looking for 

durability and protection and they are still 

looking to the traditional model for trail 

running shoes. We’re sticking with that. We 

don’t think the traditional trail running shoe 

isn’t going away any time soon.” 

Fairchilds adds, “At the same time, 

minimalism has educated people a great deal 

about foot strength. It’s not just a matter 

of just buying the right shoe and that shoe 

will solve all your running problems. It’s 

about training correctly and an important 

component of that should be foot strength. 

Minimalist shoes are a great way to do that 

while still protecting your feet.” 

From models offering maximum protection 

from exposed roots and rocks on wilderness 

ultra-distance trails to minimalist-inspired 

trail racing shoes, runners benefit from more 

trail running options than ever before. 

“The pendulum is always swinging. Now 

we have the minimalist trend. People want 

to try that out. There’s more acceptance of 

lighter weight more minimal product,” says 

Richardson. “There is a strong consumer 

preference to experience the less is more 

product. But there’s sort of a balance. On the 

one hand there are a lot of biomechanical 

advantages to that but you need to be 

prudent and thoughtful on how fast you make 

the transition from conventional running 

and trail running shoes to the uber minimal 

products. The universe of product choices is 

getting more robust for the trail runner. The 


OBOz 

s 

ASICS 

s 

THE NORTH FACE 

s

eadth of product offerings will continue to evolve.” 

JP Borod, product director of footwear at The North Face comments, 

“Its’ good that brands have a multitude of options for different 

runners, different activities and from different biomechanical builds. 

From our standpoint we don’t want to ask you to change your gait. 

We think that if you are on trail you do need a level of support and 

protection. Retailers will need a wide variety of options to fit their 

customers. There’s not a one size fits all solution.” 

Ultimately, minimalism is driving runners into specialty retailers 

filled with questions about which is the most appropriate trail 

running shoe for their interests. “Our sales have been up month over 

month consistently. We’re still continuing to grow and evolve. New 

people continue to come in, “ says Lauren Barra, product category 

manager, Salomon Footwear. “Any type of innovation in the market is 

a good thing. That allows all brands to be innovative. The minimalism 

story is another step. It’s exciting for the market. It’s led to a lot of 

new product that we haven’t seen come as quickly before.” 

Mountain Brands vs. Traditional Running Brands 

Outdoor brands with climbing heritages approach trail running 

differently from traditional road shoe brands. Early in the trail 

running market’s evolution, those differences were distinct. That’s 

not necessarily the case today. 

“In the trail running market, we still see outdoor brands having 

the upper hand as we have always focused on the outdoor experience 

and trail terrain with a ‘groundwork’ 

approach,” says Throne. “The 

Merrell approach is simple, we work 

Minimalism 

has educated 

people a 

great deal 

about foot 

strength. 

Josh Fairchilds, Oboz 


from the ground up knowing that the 

closer a runner is to his or her terrain, 

the more ground feel a runner 

experiences and the better a runner’s 

form. It will be interesting to see 

the approach that traditional running 

brands bring to trail running in light 

of the barefoot movement. It is going 

to be a crowded space with many different 

options.” 

O’Malley adds, “A lot of mountain 

brands have gotten really aggressive in trail. For us, it’s running first. 

Moving to trail has been a really easy transition for us. Now, the 

retailers are reducing the amount of brands on the wall and going 

with running brands that they trust.” 

Both perspectives have learned from their competitor’s approach. 

The result is a hybrid of design philosophies. “I don’t know if the 

lines are as distinct now. They are more gray than ever,” says Gothie. 

“Everyone can make a great shoe now. The doors are more open now 

for companies to come in without being tagged by a personification that 

‘you can’t make a lightweight shoe’ or ‘you can’t make a running shoe.’” 

Outdoor brands have become much more sophisticated in our 

levels of development. “We’ve also attracted a lot of talent from the 

running industry. Today there is a big conversion of road technology 

in trail that enables us to make our shoes far better performing than 

they were before,” says Borod. “We’re finding better foams, better 

cushioning properties, new welded technologies and lighter weight 

fabrications. When you go to trail events and people are still wearing 

their road shoes but they are starting to learn about the benefits 

outdoor brands are bringing to road shoes. Whether it’s minimalism 

or product sophistication, you are seeing outdoor brands building 

shoes with a less is more philosophy.” 

Trail running continues to attract enthusiasts and attention from 

outdoor specialty retailers. With expanding model lines responding 

to minimalism trends, the 2011 Outdoor Retailer Summer Market 

Endurance Zone is likely to be a very busy place. l 

TREKSTA 

23

Consumers, 

already familiar with 

an outdoor brand’s 

performance with 

technical apparel 

and equipment now 

measure them on 

their fashion sense. 

“For women, 

the cute factor is 

what they respond 

to. They are 

shopping at outdoor 

retail because 

they assume there 

is a technical 

performance aspect 

to it already.” 

Bill Inman, 

Apparel Business 

Director, Merrell 

Apparel 

Outdoor apparel brands find 

“The outdoor 

lifestyle apparel 

category didn’t exist 

when we got into 

the business. It’s 

great to see it come 

as far as it has. The 

category is now 

legitimate.” 

Gordon Seabury, 

CEO, Horny Toad 

Ready To 

outdoor industry veterans with a bit 

of gray in their hair will remember 

the business world’s begrudging 

acceptance of “casual Friday” attire. 

Wardrobe choices that seem natural 

today were once viewed as wildly 

out of place in 9-5 offices. 

“We’ve seen this opportunity for 

quite some time. Since day one the 

idea was to take technically driven 

fabrics being applied to crossover 

lifestyle design,” reports Gordon Seabury, CEO at Horny Toad. 

“The outdoor lifestyle apparel category didn’t exist when we got 

into the business. Its great to see it come as far as it has. The 

category is now legitimate.” 

In many industries the corporate uniform of suit, tailored shirt 

and tie have given way to plaids, khakis and lightweight fleeces. 

“Now there are no rules. You can create your own looks and it’s 

acceptable. It opens the door for the product we create that’s 

inspired outdoors to be one of those pieces.” reports Sue Parham, 

VP-global apparel merchandising at Columbia Sportswear. “It used 

to be that you would not integrate your lifestyle wardrobe with 

your work wardrobe. Those rules have gone out the window and 

people are mixing everything together.” 

More than ever, outdoor enthusiasts are purchasing apparel 

from the technical equipment and apparel brands they use 

during weekend pursuits. “People are buying more versatile 

apparel and that apparel aligns with what they are passionate 

about. They are integrating those pieces into their wardrobes,” 

says Parham. 

Consumers appear to evaluate apparel the same way they make 

decisions about their outdoor gear. “We’re known for our footwear 

and our apparel is an extension of the brand. What we hear 

back consistently from consumers is that the brand is all about 

versatility,” says Bill Inman, Merrell’s apparel business director. “I 

can wear it to work and then go for a hike. Versatility is definitely 

what people are looking for. It’s a hiking short with enough style to 

cross over from outdoor activity to lifestyle use.” 

In addition to specific technical-oriented feature sets, outdoor 

apparel has also been inspired by an environmentally friendly 

ethos. “The outdoor natural influence in fashion is seen as an 

unpretentious, honest, reflection of changing values as a new 

generation realizes the enormous value that nature/outdoors 

plays in their lives and those of their children,” notes Marty 

Weening, president of Gramicci. 

Balancing Fashion and Technical Performance 

Consumers, already familiar with an outdoor brand’s 

performance with technical apparel and equipment now measure 

them on their fashion sense. “When they have a good experience 

with the product on the weekend the barriers for the outdoor 

brands to move into lifestyle are reduced. Outdoor brands have 

the ability to provide product without sacrificing performance, 


opportunity to expand lifestyle apparel sales 

Wear 7 Days a Week 

their brand or their heritage with apparel that has the flexibility to be 

worn the other five days of the week,” says Greg Houser, VP-production 

at Marmot. “We have the ability to be more fashionable without 

sacrificing who we are as a brand. It’s a fine balance between outdoor 

lifestyle and technical performance. That’s what we’re trying to get at 

and that’s the opportunity for retailers and outdoor brands.” 

Helena Barbour, product line director for lifestyle at Patagonia, 

comments: “Customers have become much more discriminating with 

their purchasing decisions with company’s like ours. It’s making sure 

our product we offer in addition to being fashionable and performance 

oriented are also relevant to market trends.” 

What apparel features are outdoor enthusiasts looking for today? 

“Crossover versatility, and design that enhances the outdoor active 

experience but also can be worn any-wear concept. Comfort, comfort, 

comfort and fit combined with function. Finally, performance fabrics 

that really do perform wick, breath, dry fast, don’t shrink and last,” 

notes Weening. 

Patagonia’s Spring ’12 apparel line focuses on apparel products 

that have had a performance history. “We’ve retained that appeal and 

updated the styling to be a little more street savvy. The crossover from 

the mountain, the crag, or the beach to the day job, the street and a 

BBQ with friends is an easy one,” says Kristo Torgersen, product line 

coordinator for lifestyle, Patagonia. 

Fortunately, outdoor apparel brands aren’t as tied to rapidly 

changing fashion trends as other lifestyle brands are. “Outdoor apparel 

is not intended or designed to be the trend of the week,” says Seabury. 

“It’s intended to have longevity. Fabrics will last more than a decade 

and styles will last five to seven years The designs that we are putting 

them into are designed for longevity. We never want you to wake up 

one day and look at a Horny Toad product and be embarrassed about 

it being out of style.” 

Mountain Khakis apparel reflects a classic, enduring design. “We try 


not to overthink and overdesign our apparel. We believe in staples, 

classics and clean lines. Being a mountain lifestyle brand we recognize 

the need to understand customer,” says Noah Robertson, Mountain 

Khakis, director of design and product development. “When we use 

more technical fabrics we are addressing those activities. Having those 

details resonates with the consumer.” 

As expected, men and women have different apparel purchase behaviors. 

“For women, the cute factor is what they respond to. They are 

shopping at outdoor retail because they assume there is a technical 

performance aspect to it already,” says Inman. “Younger men want 

cleaner apparel designs with the technical functionality they expect 

in outdoor gear. They look for features like wrinkle free and hidden 

pockets but with a style that works in a casual work environment.” 

Columbia’s Spring ’12 apparel line will launch significant technical 

innovations designed to improve the user’s outdoor experience. 

Function and fashion play equally important roles. “The functional 

performance of the garment is what changes their minds. You may 

Left to Right: Mountain Khakis Women’s Oxbow Burnt Sienna shirt, Mountain Khakis Men’s Oxbow Dark Olive shirt. Mountain Khakis Fairway Polo shirt 

love how something looks but you fall in love with it when it performs,” 

reports Parham. At Columbia, Every opportunity we have to bring 

better performance to our apparel is one of those features that 

converts people and gives them a better opinion of our brand.” 

Today, outdoor apparel brands have seized on the opportunity to 

position their products with mainstream lifestyle brands like the Gap, 

Old Navy, L.L.Bean, J.Crew and others. 

Outdoor enthusiasts are becoming more comfortable with visiting 

specialty retailers for apparel needs. “We’re seeing the outdoor retailer 

turning into more of a one-stop shop for people. Instead of just weekend 

wear they are going there for seven-day a week apparel,” says Houser. 

“That’s the opportunity the outdoor industry has. The customers enjoy 

the shopping environment, the customer service and the quality of the 

product is much better than they are going to get in other shopping 

channels. Instead of buying disposable wear they are buying products 

July/August 2011 • outdoor insight • 25

Apparel 

Left to Right: Marmot Ellwood shirt, Mountain Khakis collection, Patagonia All Stone shirt, Mountain Khakis, Americano Jacket. 

they can trust. That’s really important in this economy.” 

With easing apparel standards in the workplace, clothing choices that work 

during and after work are being widely accepted. “There’s an opportunity 

for consumers to fully embrace this idea of one wardrobe,” says Seabury. 

“The ability to get up in the morning and put on clothing with fabrications 

thoughtfully developed with performance, functional and sustainable aspects 

but still in terms of comfort, look and feel not compromise any of the things 

you would be looking for in a sportswear collection.” 

Specialty retailers have to adapt accordingly and learn to improve 

merchandising presentations to at least reflect what consumers are 

used to in other apparel stores. “There is an evolution going on. The 

way we are presenting apparel is becoming more cohesive. There’s a 

lot more focus on collections rather than just classifications. But there 

are still lingering channels out there where you can walk in and see 

a sea of convertible pants in various colors of tan,” explains Parham. 

“By using color and integrating lifestyle pieces, we are advancing the 

merchandising presentation.” 

Apparel brands work with retailers to change the way they present 

apparel. “Retailers are starting to focus on brands rather than categories. 

Some stores would merchandise all pants together,” states Robertson. 

“Now I see more retailers merchandising brands separately. That’s 

much more in relation to what department stores will do. This is much 

more than just a pants and shorts business.” 

Robertson notes that since retailers have invested thousands of 

dollars in merchandising fixtures, it can be a challenge getting them to 

accept those elements from apparel brands. “The best retailers have 

upgraded their visual merchandising and store presentations to match 

the [fashion] industry outside our category,” reports Inman. “We’re 

working with them to make that easier for them to do.” 

Selling apparel requires learning new inventory management thinking. 

Left to Right: Mountain Khakis Women’s Collection, Marmot Women’s Kristie, Marmot Pinnacle, Marmot Stride 

“Outdoor specialty retail is built on an equipment model and two 

turn business cycle. Buy in the spring, hope it all sells, close it out, 

then order a delivery of new product for the fall and winter,” explains 

Seabury. “We’re working real hard to with outdoor specialty retailers to 

learn the tools of what it is to be a sophisticated merchandiser.” 

Horny Toad opened its own store, the Lizard Lounge, to experiment 

with merchandising and display ideas. “Whatever advice we give 

to retailers is tested and proven versus experimented on with their 

stores,” says Seabury. “When you are dealing with lifestyle apparel 

you have to make it interesting, fresh and much more relevant month 

to month and week to week. So merchandising, inventory management 

and planning are much more centric skills than some of our traditional 

outdoor retailers may have had in their foundational toolbox. We’re 

super committed to partner with our retailers and to work together 

to figure out how to make them better and how we can be better as a 

supplier. Everyone has embraced the opportunity and trying to figure 

out how to get better and evolve up the chain.” 

In the future, lifestyle apparel from outdoor brands may play an even 

larger role in consumer’s wardrobes. Expanding collections, improving 

merchandising and staying true to technical performance benefits, 

outdoor brands and specialty retailers can capture significant revenues. 

This is just not an opportunity for the retailers but also for the 

outdoor brands to expand their product offerings. Retailers have to be 

more diverse in there offerings. They have to provide more choice in 

their assortment. That will attract people to the store and give them a 

reason not to walk out empty-handed. With a $400 technical jacket, you 

are giving the customer one or two choices. Adding lifestyle apparel 

allows your current customer to buy more from you and you now find 

a new customer without losing them to another store where they aren’t 

happy with the service or product selection. l 


TEFLON AD 

27

Apparel 

Original Outdoor Brands 

By Lou Dzierzak 

The exhibitor list of the Outdoor 

Retailer show is filled with 

apparel brands. Some names 

have burst on the outdoor 

scene to become the latest 

and greatest while others have 

had their day in the sun and faded away. 

Year after year, though, two companies have 

remained on the floor doing business in the 

outdoor market. Woolrich and Filson have 

hard-earned credentials that go back more 

than a century. 

In 1830, John Rich, an English immigrant, 

built a mill in Pennsylvania and sold wool 

socks and blankets from a mule cart. Within 

20 years the Woolrich Buffalo Check Shirt and 

Wool Field Coat were already classics. “In the 

beginning most of the product we provided 

was used by outdoor workers like lumbermen, 

railroad men and hunters. Everything we 

made was designed to perform in the outdoor 

environment,” notes Brian Mangione, EVP, 

Woolrich. 

Filson’s story begins in 1897, across the 

country and in the midst of the great gold 

rush. “C.C. Filson found that people coming 

to the Pacific Northwest to stake a claim in 

gold rush were ill-prepared for the weather. 

The elements were cold, rainy and damp. 

They weren’t dressed for it, so Filson started 

building outerwear and blankets,” explains 

Filson, CEO and president Mark Korros. “In 

his words it was more of a matter of survival 

than a matter of what people wanted. They 

needed functional items that would shield 

them from the rain, snow and cold. His focus 

was on building rugged, durable clothing outdoor 

clothing that outfitted the miners, loggers, 

fisherman and explorers. Our 

original customers were people who 

were going into the outback territory 

between Washington and Alaska and 

just trying to stay alive and accomplish 

what they set out to do.” 

The definition of what it is to be an 

outdoor enthusiast has changed dramatically 

since Woolrich and Filson 

started selling their apparel. Synthetic 

fabrics from nylon to Gore-Tex pushed 

traditional materials like wool, cotton 

and leather to the sidelines. 

Still, amazingly, given the small 

number of century-old companies 

who are still in business today, 

Woolrich and Filson are still relevant 

today. There have been challenges, 

though. “For the first 150 

years we were a manufacturer-based company, 

but we didn’t change as fast as the market 

changed and people’s lifestyles evolved,” says 

Mangione. 

With renewed vigor and a shift in mentality 

from manufacturer to a brand-based marketing 

company, Woolrich is making the transition 

to the modern, 21st Century outdoor 

world. “Our heart and soul is in the outdoors. 

100 

+ 

Woolrich and 

Filson stay 

relevant after 

more than 

a century in 

business. 

Our rugged performance and style plays on 

our heritage,” says Mangione. “We were relevant 

in 1800s and the goal is to become 

extremely relevant today.” 

Constructed of paraffin wax and canvas, 

Filson’s Tin Cloth Jacket has remained a best 

seller for decades. “We’re still relevant 

today. These authentic products 

that were built for a purpose 

and still serve the same purpose 

today,” reports Korros. “The brand 

has this incredible legacy of 114 

years in business.” 

The technical performance characteristics 

of today’s outdoor 

brands may be appropriate in 

applications like extreme climbing 

and skiing, but Filson and Woolrich 

can claim performance advantages 

unmatched by these options. “In 

several categories like our Oil Tin 

Cloth and wool Mackinaw jackets 

where our proprietary fabrics have 

been built into product we outdistance 

anyone who tries to compete 

with us both from a quality and design standpoint,” 

says Koros. 

Woolrich is looking at new technologies 

that will make wool water repellant. “We’re 

doing things a little differently so that consumer 

and trade will notice,” says Mangione. 

“The morale and culture of the company is 

the highest it’s been in some time.” 

A Filson Tin Cloth Jacket is one of a few out- 


door products that have been handed down 

from generation to generation, says Korros. 

“I’m hard-pressed to think of other apparel 

items where the grandfather gave the coat to 

his son, son gave it to his grandson. That may 

happen with automobiles or collectibles but I 

haven’t come up with an apparel item that fits 

that description.” 

Korros adds, “Four years from now will that 

polyfill jacket have any real purpose to it. The 

odds are that it probably won’t. Our mackinaw 

wool coat most likely will be in as good as 

shape as close to new because they are built 

to last a long time.” 

Rutabaga in Madison, WI, is a flagship Filson 

retailer. Come the end of summer, outdoor 

enthusiasts are looking for protection from 

cold, damp Wisconsin autumns. “Our customers 

definitely look at Filson as really tough 

good outerwear. They like how strong and 

durable Filson is. You are much less likely to 

snag and rip a piece of Tin Cloth than you are 

your lightweight nylon raincoat or Gore-Tex 

jacket,” reports Woody Osborne, assistant 

manager at Rutabaga. “Filson customers are a 

specialized breed. They have discovered that 

Filson is some of the toughest stuff around. 

Comfortable once you break it in. People 

who appreciate hard-wearing gear and have 

to have stuff that will last and protect them 

appreciate Filson.” 

Filson and Woolrich may be better known 

to an older customer, but both brands are 

reaching out with new marketing initiatives to 

change that perception among retailers and 

consumers. 

“There’s a lot of sameness in the marketplace 

when you look at technical brands,” 

Mangione. “We want to have a look and style 

that is inherently Woolrich and separates 


us from the crowd. We’re creating a brand 

position that visually communicates who and 

what we are to the consumer. If you make 

it clear to everyone what you stand for, it’s 

easier to get the message out there.” 

Susan Mason, a buyer at Kittery Trading 

Post, Kittery, ME, says Woolrich is one of the 

retailer’s primary apparel brands. After seeing 

line previews Mason is excited about the 

future. “Woolrich has done a tremendous job 

of promoting wool in their line. They are going 

back to their heritage,” reports Mason. “It’s 

true basic product.” 

In Texas, Murdock’s has carried Woolrich 

for over a decade. “It definitely attracts an 

older generation but they have made some 

changes that will appeal to a younger audience. 

The line looks really good for Fall ’11 

and Spring ’12,” reports Laura McCloney, 

clothing buyer. “Woolrich is doing well for 

us. It’s one of the store’s top five brands for 

apparel.” 

Korros notes Filson has collaborated with 

youth-oriented brands like Vans, Levi’s and 

Sebago to introduce Filson to a younger audience. 

“Our customer base is 61 percent men, 

39 percent women and 35-65 is the age of 

our core customer,” explains Korros. “We’re 

working to attract younger audience with lifestyle 

apparel. We’re doing it in a way that’s a 

little more hip. We feel that when they have 

the opportunity to experience our brand quality, 

design and learn about the heritage we 

will win them as customers.” 

Woolrich has pushed the fashion envelope 

with an offshoot called the Woolrich Woolen 

Mills Collection. Created by internationally 

well-known fashion designers Daiki Suzuki and 

Mark McNairy, the collection, influenced by 

Woolrich’s heritage woodsman style, has been 

Left to Right: Woolrich Women’s Branton Jacket. Woolrich 

Arctic Parka. Woolrich Buffalo Check Shirt. Woolrich Field 

Coat. Filson Fairmont Wool Peacoat. Filson Mackinaw Cruiser. 

shown in Milan’s Fashion Week exhibition. 

Heritage brands like Woolrich and Filson 

are experiencing resurgence in interest from 

retailers and consumers. Customer loyalty 

and word of mouth recommendations play 

an important role but success isn’t purely 

based on a fashion fad. These iconic American 

brands have become extremely fashionable. 

It’s really energized our brand and purpose,” 

comments Korros. “We find that fashion retailers 

are just as interested as selling Filson 

today as our outfitter retailers. Our apparel 

products built today are extremely durable, 

with honest value. People feel good about 

Filson. They feel like they are getting their 

monies worth and something that will last. 

That’s what made it relevant then and what 

keeps it relevant now.” 

Next year, for the first time Filson will introduce 

black Mackinaw wool across the line. 

Expanding offerings for women and warm 

weather apparel like knit shirts and shorts is 

intended to attract a broader audience. Koros 

says adding lifestyle apparel will attract more 

buyers and give current customers more reasons 

to wear Filson other than its outerwear. 

“We’re not a brand for everybody. Our price 

point isn’t for the mass market. At the end of 

the day, it’s a damn good product and people 

feel good about wearing it,” says Koros. 

Woolrich and Filson may have smaller 

booths at the Outdoor Retailer Summer 

Market show in August than they have in the 

past, but both companies say they plan on 

being there and being relevant for many years 

to come. l 


etail 

success 

Outdoor 

Gear 

Exchange 

Burlington 

Vermont 

hal Elms, a manufacturer’s rep 

with Pinnacle Outdoor Group, 

calls Burlington, VT, one of the 

cornerstone towns in the outdoor 

Industry. “Its like Bozeman, 

MT, Boulder, CO, or Seattle, WA. 

Burlington is a competitive market and lots of 

outdoor business gets done there,” reports Elms. 

The 16-year old Outdoor Gear Exchange 

has carved out a successful place in a market 

that includes Eastern Mountain Sports, Dick’s 

Sporting Goods and a handful of specialty bike 

and ski shops. 

Marc Sherman, OGE’s co-owner, recalls the 

inspiration that led to opening the store in 1995. 

“A friend and I were out camping. I had too much 

gear and he had none. It occurred to us that 

might be a situation that was occurring in other 

places with other people.” 

Working at Vermont Teddy Bear at the time, 

they quit their jobs and opened the business. 

Right from the start, Sherman did things a little 

differently than other outdoor specialty retailers. 

Outdoor Gear Exchange’s first location measured 

barely 800-square feet and primarily sold 

gear and accessories.” We started selling all offprice 

products. We realized people were coming 

to us to get a deal on a backpack or whatever 

we had in stock as a closeout, second or used,” 

explains Sherman. “If they couldn’t find what they 

wanted from us at a discount, they were going to 

by following 

a different path 

drive across town to Climb High or EMS and buy 

new gear at full price.” 

Moving to another location with 4000-square 

feet, Sherman added clothing and saw a big bump 

in sales. The store also began to sell full-price 

gear, accessories and apparel. “We needed to 

have what people are looking for. If we can’t get 

it off price than we have to get in line product.” 

MSR stoves were the first full-price product 

sold at OGE. “ After a few years, major manufacturers 

started paying attention and offering lines 

we didn’t have before,” says Sherman. “We were 

the new guys on the scene.” 

The business model of selling full-price and offprice 

products from the same brand side-by-side 

caused some skepticism among outdoor brands. 

“Fifteen years ago, I wouldn’t actually open 

him as a dealer. I didn’t have a lot of confidence 

in that approach,” recalls Elms, with some chagrin. 

“I had other dealers in the area protecting 

lines. Now they have become one of the largest 

retailers in my territory.” Soon, OGE added 

Mountainsmith and Vasque. 

Despite the initial skepticism, Sherman never 

wavered from that business model. “When we 

opened up, some of our vendors warned us 

that you are not going to be able to succeed 

selling our full-price products right next to the 

closeouts we’ve been selling you. We’ve proven 

them wrong,” says Sherman. “People expected 

that there would be a problem but we’ve never 

seen that. We have people shopping for a new 

$400 pack next to someone shopping for a $100 

used pack. We don’t have any issues with that. 

There are people who will buy the newest and the 

greatest and others won’t. There are people who 

buy new cars, used cars and really old used cars. 

We’ve got them all.” 

Over the next decade, OGE’s customer base 

expanded. Off the cuff, Sherman describes his 

customers as 60 percent men and 40 percent 

women, from 20-65 years-old. Since Burlington 

is a college town, Sherman uses radio, print 

and social media advertising to introduce 4000 

new customers to the store when classes start 

each fall. 

“We serve the first timer to a seasoned mountaineer. 

We offer a full line of gear and apparel for 

outdoor enthusiast,” says Sherman. “To a certain 

extent, no body else does what we do. We’re a 

core gear shop but also cater to people with lifestyle 

clothing needs.” 

The store’s product mix serves hikers, backpackers, 

trail runners, climbers, backcountry 

skiers and is expanding to offer more to paddlers 

and family campers. “There is something for 

everyone at every price. Suzi Curtis, manufacturer’s 

rep for Icebreaker, Haiku, Pistil, Buff. “It 

also means the product assortment is constantly 

changing so the customer is visiting the store 

more than seasonally. It is all about value in this 

economic environment. 


By Lou Dzierzak

OGE Co-owners Marc Sherman 

and Mike Donohue on the 

climbing wall at their new store. 



etail 

“It’s that engagement and enthusiasm that brings people back time and time again.” 

Over time, Outdoor Gear Exchange as earned 

the loyalty of many local outdoor enthusiasts. 

Some management consultants might talk about 

the store’s lifetime customer sales potential but 

Sherman has a distinctly different take on what 

attracts his customers to OGE. “I feel strongly 

that we don’t need everything. I have way too 

many backpack, shoes and waterproof shells. 

Most of us don’t need more gear. My business is 

based on people wanting more gear but we don’t 

need it,” says Sherman. “People aren’t coming 

in here for something they need but something 

they want. If you can tell them what’s there and 

get excited about the products they are excited 

about they will become engaged. Most important 

thing is to have my staff engaged with the consumer 

and the activities we are selling products 

for. It’s that engagement and enthusiasm that 

brings people back time and time again.” 

“There’s a market segment that will always 

go for the $400 technical jacket. But in these 

economic times there are many people who are 

willing to buy last year’s gear,” explains Elms. 

“One of the ways OGE excels is that the people 

who work there are all hardcore users of the 

gear and know what they are talking about. The 

customers have come to learn that if a product 

is in the store it will work for them. Customers 

have confidence of what they have in the store. 

It’s a real success story.” 

Sherman builds the store’s culture by hiring 

people who are enthusiasts. “The people we hire 

tend to be interested in the products in the first 

The store’s product 

mix serves hikers, 

backpackers, trail 

runners, climbers, 

backcountry skiers 

and is expanding to 

offer more to paddlers 

and family campers. 

place. When new lines come in they are clamoring 

to see what’s in the box.” 

That passionate is apparent to OGE’s customers 

and visitors. “As a rep, OGE is one of my 

favorite stores on many levels but the top reason 

is the positive vibe you feel when you enter 

the store,” says Curtis. “It is not the ‘can I help 

you’ from an employee behind a quiet counter, 

but instead there is energy and constant movement 

throughout: people being fitted for packs, 

swapping climbing stories, getting ideas for 

their next adventure and of course, a few token 

dogs lounging at the front door. You don’t get 

the feeling they are just selling you something 

but they are creating a fun atmosphere you 

want to be a part of.” 

In addition to instore clinics from reps, managers 

actively train the store’s current 65- employee 

staff. Once again, Sherman uses an approach that 

reflects his personal management philosophies. 

“We spend time training people in sales technique, 

I mean information technique. We don’t 

sell, we inform,” says Sherman. “We’ve always 

emphasize there is generally a lower priced 

option to newest and the greatest. For many 

people that’s the best option. Our customers 

have thanked us time and time again. They get 

the help they get informed and we don’t try to 

upsell them.” 

As the outdoor industry embraced the online 

selling, Sherman launched GearX.com. Currently 

representing 25 percent of OGE’s revenues, 

Sherman predicts the proportion of sales will 

reach a 50-50 split between the store and online 

operations within a few years.” Fifteen years ago 

there wasn’t an online business. Now they are a 

leader in that category as well,” says Elm. 

Nearing its 16th anniversary, OGE is making 

another move, this time to a 44,000-square-foot 

location formerly occupied by an Old Navy 

store. The new store is located at high-traffic 

retail location on Church Street, Burlington’s 

busiest shopping avenue. 

“Our previous location was off the main street. 

People didn’t wander by OGE,” reports Sherman. 

“Now we are on a pedestrian mall in the middle 

of where everyone is shopping. That opens us to 

a new type of customer and we are seeing new 

faces. People who didn’t know we existed just 

a few blocks away are coming in. Since over 50 

percent of our product are not full priced that’s 

attractive to walk-in business.” 

Outdoor Gear Exchange’s long-term success 

comes from Sherman’s commitment to a business 

model and management style that may not 

match the standard retail industry road map. 

“Marc Sherman and the other OGE owners, buyers 

and managers are professional and love what 

they do and it reflects into the staff and the overall 

vibe of the store,” says Curtis. “They are also 

avid users of all of the products they sell so they 

offer the latest and best of what is on the market. 

They all speak confidently about what they sell 

because they have most likely used the product 

themselves the day before. They work hard and 

play harder.” l 


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MODELL’S SPORTING GOODS 

OLYMPIA SPORTS 

SCHEELS 

SPORTS AUTHORITY 

SPORT CHALET 

The power of a retailer is often measured by the amount of business it does. 

But in the case of The Power 12, their influence is felt in other ways. These 

dozen stores are major influencers in their region and throughout the entire 

sporting goods category. Some stores emulate them, others work their buys 

and strategies around what they do and many retailers are motivated by the 

opportunity to compete against them. (See page 17) 

A FORMULA4 MEDIA PUBLICATION / MARCH/APRIL 2011 

OUTDOOR RETAILER WINTER MARKET REVIEW 

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Trends, perspecTive & analysis 

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we give good insight

trend insight 

Stand Up 

and be 

Counted 

one of the hottest sports out there, stand up paddleboarding 

has surged in just a few short years from a niche fad in a 

few coastal communities to a nationwide paddle sports 

phenomenon. Once only found in coastal surf shops, stand 

ups are now a ubiquitous presence in paddle sport stores 

across the entire country. Quickly 

climbing the product adoption curve, SUPs firmly 

anchored themselves in the early adoption phase 

with 5% of all specialty paddle boat sales this April. 

With no signs of slowing down, the category looks 

poised to make the jump to mass acceptance. Thanks 

to an exceptionally proactive industry aggressively 

marketing to a brand new and incredibly wide ranging 

audience, that acceptance, and accompanying sales, 

will come sooner than later. 

According to Leisure Trends Group’s Paddle Sport 

RetailTRAK, a full 80 percent of all paddle specialty 

retailers stocked paddleboards this April, up from just 

54 percent a year ago. With so many more specialty 

retailers standing up and taking notice, it is no wonder 

that specialty SUP unit sales surged 397 percent when 

comparing this April to last. Retailers are bullish on 

the category, too. At the end of this April, specialty 

retailers had 4200 more stand up paddleboards in stock 

than they did a year ago, a 145 percent increase. With 

so many more paddleboards on-hand, sell-through at 

the beginning of this summer selling season stood at a 

respectable and, more importantly, sustainable 45 percent. 

As with any new and growing category, the innovators now have to share 

the marketplace with increasingly competitive fast followers. With at 

least 19 brands currently selling into specialty outdoor and paddle retail, 

the number of available models and types of paddleboards has exploded. 

Unit Sales at Outdoor 

and Paddle Specialty 

181 

April 2010 

Inventory Units at Outdoor 

and Paddle Specialty 

2,917 

April 2010 

Stand Up Paddleboard is a Surging Category 

The potential stand up paddler now can choose from recreational, river/ 

surf, race, fitness, fishing and even inflatable paddleboards. Additionally, 

paddleboards are now available at outdoor and sporting goods chains, 

online and even mass discounters. 

Inevitably, retail selling prices at specialty stores have fallen. Year-to- 

April 2011 

April 2011 

date, the average retail-selling price for a stand up 

paddleboard at outdoor and paddle specialty declined 

$203, or 16 percent to $1092. That price pressure 

also pushed retail margins down four points to an 

uninspiring 28 percent. Compare that to recreational 

kayaks which maintained a 34 percent margin. On 

the bright side, lower retail-selling prices also lower 

the barrier to possibly hesitant consumers. Stand 

up paddles, retailing for $190 this YTD (down from 

$262), saw margins edge up one point to 38 percent. 

As the category grows it is essential to remember 

that the stand up paddler is a different creature with 

unique motivations and lexicon. The smartest retailers 

welcome and embrace consumers that place as much 

importance on cross-training, core-strength, yoga, zen, 

better views, long distance and/or sprint racing as they 

do on surf, flat and white water conditions. 

The paddle sports industry has done a spectacular 

job communicating the joys and benefits of stand 

up paddling. Scott Jaeger, senior retail analyst at 

Leisure Trends Group, states, “Rarely, in my 12 years 

at LTG, have I seen a new sport so well promoted by 

manufacturers and retailers alike. With all the demo days, races, events, 

rental fleets, and even yoga classes, it is getting harder and harder to find a 

lake or beach that doesn’t have someone stand up paddling. I predict that 

stand up paddling sales will continue to grow at a rapid pace and quickly 

become a full-on, established paddle sports category.” l 

trend insight is a feature in Outdoor Insight that includes consumer research and retail point-of-sale data from the leisure trends Group. data in this issue’s report 

are based off of leisure trends Group’s leisuretrAK® report. the leisuretrAK report is developed from a quarterly poll of 1000 American adults ages 16 and over. 

the results are projectable to the u.s. population. With over 20 years of historical data, the leisuretrAK report is the definitive source for information about Americans 

at play. For more information on leisure trends Group or its leisuretrAK report contact Julia day at 303-786-7900 ext. 107 or jday@leisuretrends.com. For additional 

information on trend insight, contact Jeff nott at 516-305-4711 or jnott@formula4media.com. 


901 

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