p10,11 Outdoor Carn:SGBGolf_NEW_template 01/06/2009 10:37 Page 10
Càrn
New Brand on
the Block
It's a British company with many years of expertise in the footwear
industry – and they're really going places. SGB met up with Richard Dean,
Director and owner of CÀRN (pronounced 'cairn') and found out
more about this ambitious and exciting project.
T
heir trail running shoes are hardy, well-constructed and 'CÀRN' or ‘cairn', are a formation of stones erected
double up nicely as walkers; the hiking boots look the by mostly walkers on hills, mountains… they’re an old
absolute business. They've paid great attention to form of navigation, or to mark a route or summit.
launching with the right products for the right customers, and Our 'CÀRN' is the Gaelic spelling. It was unique,
it should stand them in good stead as they embark suited our products and connected well with the
on their first full year as a footwear company. outdoor scene.
Richard Dean took the time to explain to SGB the We are positioning ourselves as a premium
company's background and why they're primed brand – alongside Scarpa, Brasher, Inov-8,
for success, and SGB walked away completely Meindl, and Lowa, that is where we are
convinced… aiming for. Our focus from the outset
was a return to basics and to not
SGB: What's your background, and the produce over-complicated upper
background of the company? And what's designs or confuse the consumer. Actually,
with the name? we like to think that making footwear is very simple. First of all, it has
Richard Dean: My family has been in the to fit so we developed our own unique shoe last. Then there’s
footwear industry now for 30 years, myself 10 years. function and the development of our own sole units. From this
15 of those years have been spent sourcing products for we then worked on the other key components such as our
many other companies around the world but some 4 years heel cradle, lacing support, toe protection to finally finish with
ago it was decided that distribution would be the natural the all important upper materials and linings. Although our
progression and creating our own brand the first step towards products contain many different technologies these have been
doing this. built in to maintain our vision for clean, simple yet “fit for purpose”
Why outdoor footwear? Simple really, we have always enjoyed working products.
with our friends and contacts in the outdoor industry and whether in a
group or as individuals enjoyed participating in an array of outdoor activities. SGB: So you're not sticking with the older model, of twice-yearly orders?
It’s a very relaxed industry bubbling with enthusiasm, characters and one we RD: We want to make it as easy as possible for our retailers going forward
believed would have a future as we are now seeing with more and more by ranging only once. This also helps our manufacturing partners as the
people taking to the outdoors. costs to continually develop new styles and ranges is mind boggling. Add in
Interestingly the name came last, our first priority was to work on the the time and in today’s climate it just doesn’t add up when styles work and
product design, concepts and making contact with potential material and six months later we walk back in with a completely new range……more
manufacturing partners. We believe this process worked well, it enabled us styles, colours and ask for more space.
to hold and feel our products before making a final decision on the name. We operate a next day service on our goods which is important to the
10 SGB OUTDOOR MAY 2009
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48