Industry: News
Helly Hansen provides kit for Virgin Oceanic H
elly Hansen has been chosen as the exclusive gear provider for Sir Richard Branson’s Virgin Oceanic expedition to explore the deepest points of the world’s five oceans.
Branson will begin with the 10,924m deep Mariana Trench off the Pacific island of Guam, pending receipt of all required regulatory approvals.
Helly Hansen was selected by Virgin Oceanic as the expedition’s exclusive provider of apparel, footwear and accessories to team members. The company said it was chosen as ‘a result of its renowned reputation and unparalleled heritage in protecting and enabling professionals who make their living in extreme conditions’. The kit supplied includes technical offshore
in some of the world’s most extreme environments, above and below the ocean’s surface. Extreme environments demand the right gear, and so we’re thrilled to have Helly Hansen as part of the Virgin Oceanic team.”
Erik Burbank, vice president of marketing at Helly Hansen, said: “Helly Hansen was founded by a sea captain 135 years ago, so the sea is in our blood. Since then, our mission has been to protect and enable professionals that make their living in extreme environments.
sailing suits, technical baselayers and team outfits, as well as a range of other products. Branson said: “Virgin Oceanic is an exciting and demanding project that will put our teams
Bramwell takes retailers on a hike B
ramwell International has given retailers an opportunity to trial a number of products from brands it carries by taking them on a trek in the Lake District.
The 14 retailers were went on a three hour hike up Blencathra in the Lake District, and given the chance to trial Meindl Kansas GTX boots, Gregory Navarino 12 and Wasatch 12 backpacks, and the Source Widepac hydration bladder. Representatives from retailers George Fisher, The Climbers Shop, Stuart Cunningham, Mountain Life, Northumbria Mountain Sports, Great Outdoors, The Walking Shop and Pro Adventure took part in the day.
They were guided by Mount Everest conqueror James Lancashire and Henry Rogers, a member of The Outward Bound Trust.
Retailers were also taken to the Rheged Centre in Penrith where they were given an overview of the products before setting off on their trek, as well as hearing from Lancashire on his ascent of Everest.
Bramwell International director Alastair
Bramwell said: “We are always looking for innovative ways to brief our customers and partners on our products.
“Getting retailers out and about to try the gear for themselves is a great way for them to really get to grips with the product and truly understand the benefits first hand. Having such expert guides on hand for our training day really enhanced the overall experience.
“It has been a great learning experience for our retailers and we have had some really positive feedback from everyone, with many retailers requesting products for their stores. It’s definitely something we’ll be looking to do again in the future.”
Mammut gives staff enthusiasm M
ammut has held its annual two-day training event to help enthuse staff about its products in order to help sales. Some 25 shop staff were invited to the event at Plas y Brenin, the national mountain centre in Conwy, Wales.
The first day included presentations on footwear and boot fitting, as well as expeditions to Crib Goch and the North Face of Tryfan. Day two followed a similar theme with clothing presentation before attendees spent time on
Bristly Ridge.
Steven McLaughlin, sales manager at Mammut, said: “This event is a great opportunity for everyone at Mammut.
“If we can get shop staff enthused about our products they can communicate this to customers. We’ve enjoyed being here with shop staff; listening to them and answering their questions but also giving them kit to trial. We are delighted with the positive feedback we’ve received from everyone.”
“We are personally and professionally inspired by the Virgin Oceanic team and are both humbled and motivated to be associated with this project.”
Berghaus enters Russia for first time
B
erghaus has signed a distribution agreement with Russia’s LVB that will see the brand introduced to that market the first time. Through the agreement, LVB now has exclusive rights to sell and promote Berghaus products in Russia, through existing retailers and in mono-brand stores.
LVB is part of the JamilCo Group, which said it has ambitious plans for Berghaus. This includes establishing demand for the Extrem and Mountain ranges in the rapidly growing Russian outdoor market. The first dedicated Berghaus shop will open in Moscow in autumn 2011 and the brand will also be distributed through specialist outdoor wholesale in Russia.
Khaled Jamil, JamilCo Group president, said: “The Russian outdoor market is growing strongly and there is a great demand for high-quality performance brands. Berghaus fits that description very well and has the heritage, credibility and authority that I believe will resonate with both retailers and consumers.
“The team at JamilCo is looking forward to building a significant business for Berghaus in Russia over the next few years.”
Richard Leedham, Berghaus vice president for Europe, the Middle East and Africa (EMEA), said: “We have found an excellent partner in the JamilCo Group. The team there has a deep understanding of the Russian market and has quickly built up an excellent appreciation of the Berghaus brand and our products.
“The Berghaus EMEA business unit will work closely with JamilCo to ensure that we deliver excellent local support for a market that has an important role to play in our global growth strategy.”
www.sgboutdoor.co.uk 5
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