industry 30 Seconds With…
Linda Kennedy Torstensson, owner and marketing director of Thor Sten, trading as Kozi Kidz.
What do your 2016 product ranges contain? Primarily rainwear but also base layers, mid layers, early years and accessories.
What sets you apart from other, similar brands? Kozi Kidz is designed solely with kids in mind (rather than being mini adult versions) when it comes to details, colours, fit and comfort, but the practicality of our products as well as the safety features also appeal to parents. Just like a Disney movie, we appeal to both parents and kids. We also back the brand with marketing and look to build long term win-win partnerships with our retailers.
Why is it so important to keep kids active outdoors? The benefits of (re)connecting with nature and active outdoor play are well documented. Being active outdoors has been proven to have not only physical but also mental health benefits as well as reducing susceptibility to a range of illnesses e.g. asthma. Note the rise in forest schools and outdoor learning.
What is Kozi Kids' company ethos? Our ethos is to allow kids the freedom to enjoying being and playing outdoors and to view the outdoors as natural part of everyday life which can be enjoyed by everyone, whether a simple walk to school, playing in the park or a more organised outdoor activity.
How can your products help specialist sports and outdoor retailers stand out from regular high street children's shops? We often hear that parents don’t know where to start when trying to find functional outdoor wear for their kids. By offering a children’s range which can crossover between fashion and function, specialist retailers not only start to secure their future customers but can broaden their consumer base by attracting a customer for whom such stores are not a natural habitat.
Spotlight on men’s fitness A
Greg White, nutritionist and boxing trainer at PhD Protein
Superfood, said: “The results show that the modern man’s lifestyle is changing and the demand for clean living is only growing. Men are exploring different options and ways of taking care of themselves that weren’t open to them before – treating their body like an athlete is a big part of that.” The study shows that the average male exercises for around
four hours a week, is increasingly aware of his diet, knows which fats to avoid and is happy to pay extra for organic produce. 82% of those polled said that as well as wanting to be fit, aspiring toward a ‘good’ physique is generally important to them, and 28% have tried adding vitamins and supplements to their food plan. Sports retailers can capitalise on this trend towards clean living by highlighting the benefits of protein bars and powders, vitamins, sugar-free energy drinks and gels and other nutritional supplements as a part of a healthy balanced diet and exercise plan.
Of the 1000 British males surveyed…
8 in 10 British men are fully conscious of the nutritional value of the meals they are eating, and actively avoid bad foods which contain lots of saturated fats, salt and sugar. 82% of those polled say as well as wanting to be fit, aspiring
toward a ‘good’ physique is generally important to them. 1 in 5 men have tried yoga or Pilates, 33% have joined a gym and 12% have even attempted meditation. 48% agree public attitudes are changing when it comes to men looking after their diet and bodies. 7 in 10 men reckon it is now okay for men to take pride in their approach to health and wellbeing.
new breed of ‘super-fit’ man has been identified among UK males aged 18-45, through the results of a poll conducted by PhD Nutrition
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