SGB-Outdoor-Nov09-pg12-13:SGBGolf_NEW_template 16/11/2009 10:28 Page 13
SGB Columbia
mobility and flexibility. It’s an external frame
bag. It looks a little like a tent, with the poles
on the outside; it’s a firm structure on the
outside, and has a clam-shell opening so it’s
really easy to get in to all areas of the bag.
There are plenty of external pockets, there’s
gear loops, an internal hydration system
which can take up to 3 litres, and it also has
advanced water and stain repellency with
Omni-Shield technology. It’s shaped to fit the
torso well, and there are absolutely loads of
technical features which mean it’s usable for
a really wide range of people.
With those two products, they’re going to
help change the perception of the brand.
They’re well-engineered, well thought-out
products.
SGB: How are you supporting retailers?
DT: We’re launching an e-learning web site
for SS2010, where staff can go online in their
free time (or while in-store) where they can
learn about the brand and products, and do
some short tests. If they complete that,
there’s the chance to win product at the end.
Learning this way means if they miss seeing
the rep, or are very busy or whatever, they
can do it in their own time or get a refresher
whenever they need it.
We’ve also just launched a B2B portal,
www.columbiabrands.com, where retailers
can go online, check order status, check
SGB: If you can grow a brand now, you can intended only to use in the midsole, which is inventory of product, and much more. This
grow it any time… injection-molded EVA as opposed to a dye- autumn we added order entry to that so
DT: We’re growing from a small base, but cut EVA. From a midsole point of view, that retailers can go online and actually place
nevertheless, we will grow. We’re now makes it lighter by between 20 and 30 per orders with us, so if they can’t get through to
dealing with all the right accounts in the UK, cent depending on the end use, it’s naturally their rep or customer services, or if they need
specialist outdoor accounts that can anti-bacterial and -microbial, and gives very to place their orders in the evening, they can
understand and sell the brand and our consistent cushioning throughout the length do that and it will go out the next day.
products. That will enable us to build the of the sole… We discovered you can use it in We’re also starting, for winter 2009, a
foundation of the brand in the UK. the shoe itself as well as the midsole, which ‘never out of stock’ range. That means we’ll
SGB: What are the key products for SS2010? means there’s like a 360-degree wrap from hold stock for a minimum of 12 months, and
DT: The two pieces I mentioned earlier – the heel round to the arch, where the laces it’s staple products like fleeces, rainwear…
the Ravenous trail running shoe is awesome. join the shoe up, which means it moulds and Things retailers know they’re going to sell,
The US side of the company is working really adapts to the shape of the foot. Where a lot but it means retailers don’t have to place a
hard on footwear; not that we haven’t had of trail running shoes have a hard material in big forward order, and they have the
great footwear in the past, but now they’re the heel cup, to give a tight fit, we have the confidence that they can call on us as they
working very hard on innovation, so what molding material around the foot, and a TPU need it.
we’ve got is a trail running shoe which heel cup to really clasp the heel. The end
actually moulds to the shape of the foot. result is a very performance-oriented shoe.
We’re using technology that we originally Then there’s the Mobex, which stands for
NOVEMBER 2009 SGB OUTDOOR 13
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