p10,11 Outdoor Carn:SGBGolf_NEW_template 01/06/2009 10:37 Page 11
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independent retailers – most cannot physically about, we hold up hands when issues need resolving and accept the
store cartons of products as every plaudits where there due. If we can help the retailers now, then we hope
conceivable square inch is already that 90 percent of those will stick with us when maybe we need their help
taken up, including the ceilings. one day.
These guys simply haven't got It is a much more intimate industry, and that's why it is surviving –
the space. Even before the because of the people in it and the consumer. I am just amazed over the last
current climate, we made a six or nine months, the amount of coverage on TV. It has generated so
decision to focus on much interest – 'oh, the outdoors is there…let's go out and explore it
thinking about supporting ourselves'. It is so easy to do as it starts at our doorsteps.
the retailers and their
business needs. There hasn't SGB: In stock terms, what are the cornerstones of the range?
been enough of that. I always remember a story of a very well-known brand RD: Storm Chaser eV Mid, that boot will be our style winner, without a
dropping the smaller independents because that could not order x amount doubt. People absolutely love that boot. I think the first lady we spoke to
per month. That must have been very disheartening for the independent this morning [at the OS Outdoor Show, Birmingham NEC] had a look at
retailer who just wants to provide a broad and complete service to their them, went to the Gear Shop and bought a pair. We just know they are
customers. going to be great.
We are also hopeful for Cobra, the Trail Running shoe. Of course the
SGB: How are you marketing this into the retailers, and selling it? competition in that particular sector is tough but reaction has been very
RD: We currently have three sales agents. We wanted that face-to-face encouraging. It's a small but growing market, and as we move into summer
contact. Of course through the usual channels, advertising, website, press people are looking at that as a walking shoe because our outsole is a little
releases, but mainly it is one-to-one with the retailers. Our sales agents go bit more aggressive, multi-purpose which was our aim, to work on concrete,
in, they have long standing relationships and they talk. That is really how the gravel, grass, bark….to cover many uses and needs. On top of that they are
business was started in the first place – it came from a conversation. We very comfortable shoes due to the slip-fit upper.
have tried to stick to that format in everything we do. The Storm Chaser eV Low is a nice product, solid for general walking –
the boot would be more trekking based due to the added ankle protection.
SGB: Why launch now, in difficult economic times? They would be our three core styles. Saying that, Stratosphere
RD: We held off a lot. Up until August/September 2008 we eV Low is an all-synthetic shoe. A lot of consumers are not
were still making a decision as to whether to proceed, because keen on leather, so we took this into consideration and
of the current economic climate. We left it to the very last designed Stratosphere. The midnight colour for the
minute to decide whether to place the order with the factory, ladies has gone down very well.
and go for it. There's also our Viper eV which is a trail
There are positives in the outdoor industry… okay, it has running waterproof shoe. Again, more people
been affected for sure, but more and more people are are using that for walking because it
getting out walking. It is a fantastic alternative to the gym. A is a nice firm, solid, robust, very
great social activity and one that all the family can durable shoe with heel and toe
participate in. We expect more people to holiday in the UK protection, and it's waterproof.
because of the cost to travel abroad. All these little things add
up to hopefully a strong season for the outdoor industry.
As a start-up brand, of course, cash flow, all the usual things, it's a
difficult time for all. But it is a long-term project and very much a family
business. It's something we are very dedicated to and incredible passionate
MAY 2009 SGBOUTDOOR 11
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