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SGB Outdoor News
Weird Fish starts 2010 with ambition
Following a major
relocation and expansion,
quality clothing brand
Weird Fish kick started the
new decade with major
business development and
investment plans to secure
the company’s ongoing
growth.
On the first day of
trading this year, Weird Fish opened its doors in Cheltenham to new women’s collection and more.
42,000 sq ft custom fit warehouse and offices, showrooms and design In line with these plans comes the launch of new, distinctive and for
studios, almost doubling in capacity. some accounts, bespoke POS, monthly promotions, window displays
With the move comes the three-year plan to further develop the and a new store-in store concept.
business into wholesale and own stores as well as specific plans for the The company’s recent expansion will continue to build on the brand’s
range, with the introduction of new waterproofs, accessories, extended popularity which saw a 20% growth in sales in 2009.
New direction, great Montane steps in to
results for Lowe help ‘naked’ mountain
Alpine rescue
Recent glowing reviews of Montane’s ambitious task: raise £50K
Lowe Alpine’s new for Mountain Rescue through the sale
The Mountain R
by around 3500 volunteers, available 24 hours a day
escue ser
vice in England & W
Triplepoint Dynamic of a special edition range of Montane
They rely completely on donations for their funding, even for clothing.
ales is provided
Montane
®
garments are prompting clothing. With 66.6% of monies raised
donating two thirds of the retail price of a range of limited edition products.
have committed to raising £50,000 for Mountain R, 365 days of the year
.
speculation about the through the sale of each garment
escue through
brand reclaiming its strong being donated to Mountain Rescue,
market position in apparel. Montane’s latest project is more than
Central to this is last January’s announcement that a token gesture.
David Udberg was taking over as director of the The fundraising target has been
clothing development team in Italy, in addition to his existing role directing made possible through the kind
the backpack team based in Kendal. donation of fabrics from leading
Early reaction to Lowe Alpine’s Fall/Winter 2010 collection makes it clear technical brands: Polartec, Pertex
that changes have already started to take place. Udberg says, “Our direction and Entrant DT and PrimaLoft.
Generously supported by:
is crystal clear, and the team knows what we want to achieve. Some of this The five products will range in
is already evident in the FW2010 line, but more will be revealed through the price from £30 - £100 and will
year. comprise a collection of
“International forecasts are already reflecting renewed confidence, with technical outdoor garments for
strong increases predicted,” continued Udberg. “With direction clearly set active mountain use. All will come in black with
and the team now in place, there’s a lot more to come from us over the a red trim and branded ‘Limited Edition’ and will be sold at the
next few seasons.” Outdoors Show in March at the Birmingham NEC. Montane will also sell
products from a specially developed tranche of its website.
Sir Ranulph takes on
Keswick brasher breaks
The World’s Greatest Living Explorer, Sir Ranulph Fiennes, is set to top the
speaker list at Keswick Mountain Festival (19-23 May 2010). A year to the records – again!
day after he conquered Everest (21 May), he will take to the stage at the Sunderland-based outdoor performance footwear manufacturer brasher has
Theatre by The Lake and talk about his amazing life. announced record sales for the second consecutive year.
Other adventurers who have agreed to take part include Andy Cave, Andy Sales for 2009 are up 8% vs 2008, with growth driven by fabric boots
Kirkpatrick and Cumbria’s own Leo Houlding. such as Lithium GTX and brasher’s multi activity and lifestyle ranges.
New organisers Bluestone Events is keeping the Adventure Base on Crow 2010 is already looking positive for the brand, with an overall order book
Park by Derwentwater but making it bigger and better with five themed up by 90% for Spring Summer. A completely new multi activity shoe
areas all on one site – hike, bike, climb, triathlon and paddle. offering, the re-launch of Supalite II GTX and mountain boot Kanaga GTX
Tickets for the all speakers will be available directly from the Theatre by have all been well received by retailers. This coupled with the successful re-
the Lake from 4 January 2010. To book call: 017687 74411 or on the launch of brasher’s Premier Stockist Programme, which has seen 65 retailers
internet www.theatrebythelake.co.uk. signing up to the programme, means brasher is looking very good for
www.keswickmountainfestival.co.uk. further growth in 2010.
6 SGB OUTDOOR FEBRUARY 2010
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