p10-12 Outdoor TIMBERLAND:SGBGolf_NEW_template 24/03/2009 09:36 Page 10
SGB Outdoor
The brand with the iconic boot has become a high-street staple in recent years – but
it is now ready to enhance its presence in the outdoors market. UK Country
Manager, Paul Hayes explains to SGB how Timberland is going to make this happen.
O
ften imitated, Timberland's classic wheat-coloured boot is back in 2004 to 2006, there was a big boom around the boot business,
one of the most recognisable pieces of footwear you can buy. which really heightened our profile, and perhaps took us away a little bit
But the brand, which started out with an outdoors-focussed from the core of the business.
identity, has found itself mainly occupying the High Street in recent
years. Paul is determined to restore its place in the outdoor market, SGB: What is the core of the business, then?
as he explains to SGB. PH: Today, we are structured with three channels of distribution, all very
much consumer-focussed. There’s what we call our ‘engager business’, our
SGB: Timberland's foray into the High Street has been incredibly successful more casual-based product, with distribution channels like Jones the
– how did it happen? Bootmaker and John Lewis. There’s the youth business, where you’ll see the
PH: The heritage of the brand dates back to 1973, very much as an outdoor brand in retail environments such as JD Sports and Schuh. And then there’s
brand, which is how it first came into the UK. If you look at our iconic the outdoor market.
products – the likes of the wheat boot, for instance, which back in the day When I first joined the company, roughly three years ago, we were set up
was very much an après-ski item for a number of people – it rapidly became very differently as a global business. There had been a move to split the
more of a lifestyle icon. business into three overall units, which led to its own issues and ultimately,
In terms of the UK and exposure to the consumer, we’ve earned a much 18 months ago it was decided to revert to a more country-based
bigger profile versus the investment we’ve ever made in marketing. Probably management, allowing us to focus on our internal channels of distribution.
10 SGB OUTDOOR MARCH 2009
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