p12,13 Outdoor HANWAG:SGBGolf_NEW_template 26/02/2009 12:55 Page 12
SGB Outdoor
Hanwag
Hanwag Brand Manager Andi
Hayman tells SGB about the
boots, the company – and how
they're upping their profile in
the UK…
T
here's some great boots out there, synthetic and leather. It's
almost hard for the end user to go wrong when buying, so
manufacturers have to make something special to stand out.
Andi Hayman – who is also Southern Area Sales Manager for Rosker
– explained to SGB what makes them special, and a lot more besides.
SGB: How well known is Hanwag in the UK? I know in Europe they're a very
well-known brand.
Andi Hayman: That’s the main obstacle that we need to overcome; they’ve
been distributed in the UK for more than 15 years; Rosker took on the
brand a couple of years ago and one of the biggest jobs we’ve had to do is
establish it as the quality brand that it is, within the UK. It is well known, but
it’s not as well known as we’d like it to be. We’re engaging in a campaign
of marketing, advertising and PR in 2009, and alongside that we’re trying to
establish a wider network of retailers for the core models so when people
do see the adverts they’ll have a dealer within a reasonable drive of them to
go and try out the products.
It’s a chicken and egg situation, if you put out the adverts and don’t have
the retailer network in place then people may phone up and have nowhere
to try them on within a two-hour drive which is not
good, but at the same time retailers need to know
that there’s an advertising campaign in place leather side is the Lima GTX, which is a Gore-Tex lined, Nubuck finish boot.
that will be getting people through their On the fabric/ suede side it's the Banks GTX or the Mountain Light GTX as
doors to try on Hanwag boots. the core boots. We do bring the Super Fly and the Sky into the UK which
are two air sports boots. Having researched the hang gliding/paragliding
SGB: Hanwag produces a wide market; the Super Fly is the best boot in that category really. Hanwag also
range of boots – do you supply does a forest range which is quite diverse, we’re just starting to look at it for
the entire range for the UK some of our bush craft and survival customers but traditionally in the UK
market? we wouldn’t keep a large stock of those because it’s not a big hunting
AH: They offer quite a diverse and game keeping market in the UK for us yet, and then there is
range of boots but at Rosker also the rock and the alpine range, which are very high-end
we don’t hold all of the boots.
models as stock lines – but We also do a boot which is called the Special Forces
as long as they’re in stock which is available with a Gore-Tex and or leather
with Hanwag then they are lining.
available to special order.
As we grow the brand SGB: How are you aiming to get
we’re concentrating in the to new retailers, to go out and
middle- to upper-end of grab them?
the market as far as AH: For new retailers, one of the
walking boots go. Our key selling areas is the boot
classic standard walking itself, the product is second to
boots in the UK on the none, so as far as quality of
Hanwag Lima GTX.
12 SGB OUTDOOR FEBRUARY 2009
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