p8 Outdoor Aug NEWS:SGBGolf_NEW_template 28/8/09 09:54 Page 8
SGB Outdoor News
ion mask owners Wenger
raise £4.1m for reaffirms
growth positioning
P2i Ltd, the world leader in liquid-repellent nano- Wenger has re-committed itself to its roots as an
coating technology, has raised £4.1 million ($6.7 active outdoor brand by announcing a return to
million), from new and existing shareholders, to their original and natural brand position.
support its accelerating commercialisation and While their corporate philosophy hasn’t
international growth. changed, the brand will visually take on a new
P2i was established in 2004 to commercialise liquid-repellent treatments developed by the Ministry look. Multi-functionality will continue to be
of Defence. paramount in product development and
This Series C funding round comes as the company accelerates its growth across a wide range of marketing communication. “We view this new
markets. direction as more of an affirmation of our brand
The new money will be invested in four main areas: operational infrastructure and facilities; positioning rather than a change of position,”
marketing and sales capacity, including further development of the company’s US organisation; capital said Peter Hug, Wenger’s CEO.
equipment; and R&D. Wenger’s new persona will include a small
Part of the manufacturing expenditure will be devoted to the development of patented continuous modification to the famous Wenger logo, while a
plasma-processing systems supporting higher-volume applications of P2i’s technology, opening up “Seal of Authenticity” and a “Corner Knife” will
fresh business opportunities, particularly in textiles, apparel, and FMCG products. be used as brand assets and powerful reminders
of the brand’s enduring icon, the Swiss Army
Knife.
GoLite to use ‘50%
Recently, Wenger extended the brand beyond
pocket knives and watches, with footwear,
camping gear and travel gear. They have planned
EPMs’, expands
changes to product design that will align all
products with the new brand position.
team
GoLite’s brand new collection for 2010 will be constructed
using over 50% Environmentally Preferred Materials
(EPM’s). Each product within the range will also be subject
MBC launches
to the new GoLite Index, which allows consumers to easily see the sustainability of the item.
Following an independent comprehensive footprint analysis, highlighting that 60% of the
Healthystep
company’s environmental impact comes from its choice of materials. GoLite has committed to
increasing its use of EPM’s while maintaining a high performance design philosophy and aims to be footbeds
using 100% EPM’s by 2015.
All of GoLite’s backpacks and sleeping bags from the 2010 collection will be constructed using Tier1
The Mountain Boot Company is adding
recycled nylon. The Tier1 process allows GoLite to reduce up to 70% of the energy and CO2 used
another prestigious line to its portfolio of
compared to other construction methods and fabrics.
leading outdoor brands. This new brand of
Each item within GoLite’s 2010 collection will now also feature the new GoLite Index. Highlighting
footbeds has been co-developed by the MBC
three main areas of environmental impact, the Index transparently addresses the company’s social and
specifically for the outdoor market.
environmental decisions. Measuring; EPM’s, Responsible Production (including transportation) and
Healthystep footbeds have been developed
Education + End of life Programs, the index will be displayed via a hang tag.
by a team of leading biomechanical experts /
Meanwhile, GoLite has appointed Rachel Platt as European Office Manager. Rachel will be key to the
podiatrists and provide the unique feature of
brand’s expansion with responsibilities including credit control, customer service and sales support.
the mid foot saddle, which supports and
controls the foot, leading to greatly
enhanced comfort in all shoes and boots
during activities. Healthystep footbeds are
Keen raises cash for Hybrid.Care
designed to offer off-the-shelf fitting ease
and in particular add value to the footwear
system, without the need for any significant
Hybrid.Care, KEEN’s international corporate giving program, has announced that their recent
sizing adjustment.
fundraising initiative held at the KEEN booth during Friedrichshafen’s Outdoor show (16-19th July) has
The MBC is introducing this range at very
generated €3300 to be shared between two of their European charitable causes. Funds will be shared
attractive price points with excellent retailer
amongst the Surfrider Foundation Europe and CNGEI Sezione di Vicenza – an Italian youth
margins – prices will vary from £13 - £19. A
organisation who have built a school run exclusively on wind and solar power that brings together
retailer starter pack includes £100 worth of
schools and different organisations to educate them on transforming their operations to run
free product, POS and participation in a
sustainably.
unique consumer cash back programme. This
“This is the sixth charity trade show fundraiser KEEN has hosted ,” said Kirk Richardson, President of
programme will be run entirely by the MBC
KEEN Inc. “It’s really a win-win. Our guests walk away with some great products and have the
and it promotes multiple pair buys.
opportunity to support organisations whose efforts support the entire outdoor industry.”
8 SGBOUTDOOR AUGUST 2009
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