p16-17 HIGHLANDER:SGBGolf_NEW_template 22/09/2009 10:23 Page 17
Interview
SGB: You mentioned this is the
first year you have had a
dedicated marketing
team; what effect has
that had on the
company?
BM: We’ve always had a
marketing presence within
the company, but it’s not
been a dedicated team,
it’s been an extension
of sales. Now, with the
restructure it allows
the dedicated team
to focus on the
bigger picture
and work more
strategically to plan marketing
campaigns systematically.
We’re now doing everything from point of sale; a brand new website
which will be launched at OTS; a full advertising campaign which will be
starting at the beginning of next year; new trade catalogues, new retail
catalogues, in fact everything we can do that will help our retailers close the
sale.
were often way out of their price range,
so they started to work on affordable SGB: What’s new for 2010 then? Obviously the re-launch is going to be a
quality products to make them huge part of that.
accessible to everyone. Since the BM: We’ve got the new website. There’s the new look for the Highlander
early days, the original brand, there’s the launch of the Pro-Force brand and there’s literally
philosophy has been maintained hundreds of new products. The new product highlights being Bamboo base
to ensure that the company layers at an unbelievable prices, a completely new daysack range, updated
always offers quality gear and and upgraded sleeping bags, there’s new footwear, new stoves and
accessories at very competitive cookwear, and countless new accessory products.
prices. The
military
ranges
developed in
parallel
using a
similar
philosophy
but originally
evolved from the recycled military issue market. So
essentially both Highlander and Pro-Force provide
comprehensive ranges of quality gear at very
competitive prices, and this will be our business model
going forward as more and more customers look for
better value. The recent tough trading and so called
credit crunch have proved this philosophy to be
commercially successful and probably accounts for
much of our recent success.
SGB: What’s your top seller on the outdoor side?
BM: Rucksacks in general are very popular and
represent our biggest selling category in terms of
value, but we’re also very strong on sleeping bags and
tents. In terms of units though, accessories are the
biggest product categories and we have one of the
widest ranges Europe, with comprehensive selections
of accessories for lightweight campers, leisure
campers, travellers, walkers, backpackers, festival goers
etc.
SEPTEMBER 2009 SGB OUTDOOR 17
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