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p12-13 Outdoor Craghoppers:SGBGolf_NEW_template 02/11/2009 10:29 Page 13
Craghoppers
SGB: There are some brands out there with very deep pockets – SGB: So you think there’s still a market for that alongside
how did Craghoppers end up with this world exclusive? NosiLife?
PL: Craghoppers have a reputation for world first PL: Yes, because it will be available at a more
innovations and we’re just continuing that. affordable price point and certain customers will
Clearly the next stage after Nosquito was to want the protection on a cotton garment,
make the insect-repellency permanent, so which Nosi offers.
it’s a natural progression. It’s certainly
been, as you say, well received by the SGB: How are you going to
trade and retail. differentiate between those two at
retailer level?
SGB: After you won the PL: In store, the NosiLife area is
OutDoor award, what was the going to be highly visible due
feeling at the show? to its merchandising; header
PL: I think the over-riding boards, show cards and
feeling at Friedrichshafen and leaflets, plus window
now, is one of excitement displays. When people walk
and looking forward to in to the various stores they
launching the product in should be able to identify
March next year. Certainly NosiLife easily. That’s
throughout the office and obviously a key part of our
with the sales team on teams’ job in the lead
the road, there’s a real up to March. The
enthusiasm, a buzz! customers should be
familiar with what the
SGB: What are the key product is and what it offers
pieces in the range? them.
PL: Well predominantly
the long-sleeved shirts and SGB: What’s the price range going
range of trousers. For men it’s to be?
the NosiLife long-sleeved shirt and PL: The least expensive pieces in the
for women the range are the scarves, with a RRP of £15
each, through to the Sherman Gilet at £60.
The Gilet is loaded with features
and benefits and
NosiLife Darla long- handiness aside is
sleeved shirt. insect-repellent,
And then sun-protective
for men and fast
and drying.
women there
are a variety of
trousers on offer,
including lite trousers.
SGB: In terms of
marketing these, how are The
you going to do it? Have men’s and
you got some beautiful women’s long-
campaign planned? sleeved shirts
PL: We have a national are £50 each
ad campaign planned and the
for shortly before trousers
NosiLife’s release. We’ll range
be promoting the brand between
in key national press and £45 and
consumer magazines, to £60.
complement the in store
activity.
SGB: Is Nosi going to be
For further information, SGB readers can contact
phased out for NosiLife?
Tim Mahy (National Accounts) on 0161 749 1300
PL: No, Nosi is very much or email tmahy@craghoppers.com
going to continue.
OCTOBER 2009 SGB OUTDOOR 13
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