THE OUTDOOR SHOWCASE 2011 by Messe Friedrichshafen

01-02_Cover,AVentePive.indd 1

28.06.11 17:06

01-02_Cover,AVentePive.indd 2

28.06.11 17:06

Good business in a troubled world There shouldn’t be any worry that this OutDoor might not be a great show again. The entire industry continues to be extremely innovative and has proven to be the steam horse in the global sportinggoods business. There is no evidence at all that this might change in the nearer or even longer future. The outdoor business is serving to a global mega trend with huge potential in emerging markets such as China. Last winter was excellent in most regions of the northern hemisphere. Retailers should therefore have sufficient money in their pockets to place satisfactory orders for the next summer season.

The threat of doomed currencies That was the good news so far. The bad news does not come from the basically healthy outdoor industry itself, but from global macroeconomics. Greece, with its 11-odd million inhabitants, is putting the fate of the Euro in question, which is the currency used in a region that represents – along with the United States – the largest outdoor market in the world. The happy outdoor business does not live in splendid isolation on an island of dreams separated from the troubled rest of the world. The Euro has been a visionary project which is at stake. The whole thing is not only about Greece, it is also about other possibly doomed economies such as Spain, Portugal and the Republic of Ireland. What would happen if the Euro fails? No-one knows. There is too much talking going on here about the fate of Greece and too little about the U.S. America – as a single nation – is by far the largest outdoor market on this globe. Its administration is struggling hard to repair its economy and to rescue the still highly appreciated U.S. dollar. Apparently, Washington is trying to solve problems by printing money. That’s nothing typically American, because European and other governments have been busy doing the same thing over quite a few decades (or centuries). Inflation may be the only solution to fix problems in the short run. But where will it all end? What would happen if the Dollar fails? No-one knows.

force, we are trapped in the paradox of a typically Western double standard: We want the best price for our items, but we want to tell Eastern business people that they should respect our standards in terms of social fairness and sustainability. How should that work? No-one knows. It is the supply chain that really matters in our industry. The chain was hit hard during the past two years or so by reluctant and late orders, even from the big players such as Wal-Mart, Décathlon and others. Smaller vendors suffered from that effect as well, since Chinese manufacturers served the big dudes first and the smaller customers later. That’s the logic of economy. To repair the global supply chain, it needs a joint effort of both brands and retail to ensure a good work flow. The brands are really called for to place timely orders in the Far East with substantial volumes. The retailers – on the other hand – have to understand that on-time deliveries are the major challenge to their vendors, especially when it comes to smaller companies. There is heavy pressure on both vendors and retailers for anticipated orders. If the Western industry does not take these aspects into consideration, the Chinese manufacturers will supply its own skyrocketing outdoor market first – and the demand in Europe and North America later on. We therefore like to invite all the retailers who are coming to the OutDoor show in Friedrichshafen, to discuss supply chain issues and delivery dates with their vendors, rather than the fit and colour of a jacket. With this mind set, the OutDoor show 2011 is going to be a great one. Welcome to Lake Constance!

Markus Huber

That problem takes us directly to China, where a major bulk of products marketed in our industry is manufactured. China has its own difficulties which are – in the end – ours. The country’s government is fighting to keep labour cost in check. Now that we Westerners are promoting the importance of fair social standards with all our

02,03_AVenture,Editorial.indd 3

(the editor) P.S.: Does the reader realise that the term “crisis” was not mentioned in the whole editorial? Guess why! Talking about business should be about opportunities and not about crises. That’s the outdoor spirit!

03 editorial

Let’s join forces to repair the supply chain

28.06.11 17:08

CONTENTS Hot tips from cool Scandinavia

The industry met in the Swedish outdoor arena to discuss its future.

Technology: There is a lot of it about

Let’s discuss the future of innovation in the outdoor industry

Great ambitions for a better world

EOCA presents its latest conservation projects

The holy cow learns how to hike

The Indian outdoor market is about to emerge

The business is less flat than the hills

Check them out!

40- 62

The latest gear at the show

contents

Retail and wholesale is special in the Danish mountains

COP LOC

04,05_ASalamon,InhaltF2.indd 4

28.06.11 17:09

Showcase

SYNAPSE

SALOMON.COM

“WHEN I MOVE THROUGH THE MOUNTAINS, I RUN WHERE I CAN AND WALK WHERE I HAVE TO. THAT’S MY NATURAL MOTION.” - JENNIFER PHARR DAVIS, 2008 SUPPORTED APPALACHIAN TRAIL RECORD HOLDER

Showcase 297x210 SYNAPSE.TRADE.AD.SS12.SP.FINAL.indd 1 04,05_ASalamon,InhaltF2.indd 5

22.06.11 28.06.11 13:30 17:10

Hot tips from Cool Scandinavia Scandinavians have turned their outdoor market into a business that Frederic Hufkens, chief executive of the A.S. Adventure Group, wants more profitable partnerships with Scandinavian suppliers. would fill suppliers in many other “Most of the discussions added value to Finland and Iceland, which all have internacountries with envy. That made my daily work,” said Alex Koska, international activities, but often continue to enjoy it all the more compelling to join considerable growth in their own markets tional sales manager at Fjällräven, based in them at the Scandinavian Outdoor Germany. “I was particularly interested in as well. About 300 people from 15 counSummit, held in Åre in April, bring- presentations about social media and the tries attended the discussions, including ing together Scandinavian outdoor supply chain. They taught me more about members of the SOG as well as international specialists as well as other heavy- aspects of business that I don’t know as visitors. well as others, but which are in fact very The resort itself, Copperhill Lodge, in Åre weights from the European outdoor along with neighbouring towns, is home to important to our industry”. industry. The event was organised by the Scandinavian Outdoor Group (SOG), comprising 36 brands from Denmark, Norway, Sweden,

The industry met in the Swedish outdoor arena – to discuss its future:

several Swedish outdoor brands, from Hilleberg to Lundhags and Klättermusen. Peak Performance has built one of its offices at the

WELCOME TO OUR WORLD HALL A5, STAND 300

HAGLÖFS LOGOTYPE B A S I C L O G O T Y P E . TO B E U S E D A S N E G AT I V E W H I T E O N A B L A C K O R D A R K B A C K G R O U N D

OU T S T A N D IN G O U T D OOR EQUIPM ENT

05-12_Cluster02.indd 6 OUTDOOR Annons .indd 1

P L E A S E C O N TA C T H A G L Ö F S I F Y O U R E Q U I R E A S S I S TA N C E O R A D V I C E W I T H T H E A P P L I C AT I O N O F T H E L O G O T Y P E T E L + 4 6 2 2 6 6 7 0 0 0 , FA X + 4 6 2 2 6 5 7 1 5 9

28.06.11 17:15 2011-06-07 08.48

6-07 08.48

WALK THE MOUNTAINS WITH BIO BOOTS HANWAG is the first outdoor footwear manufacturer to use organic leather for the upper of alpine and trekking boots. Bio-Leather comes from cattle that live on certified organic farms. Each farm can be tracked back according to the UN-recognized HACCP concept. The leather has a combined mineral-vegetable tanning. It is fully hydrophobic but contains less 50 percent chromium than conventionally tanned upper leather. HANWAG introduces a line of 4 models with the Bergler Bio as top of the line. For the lining, HANWAG uses an anti-allergic, 100 percent chromium-free leather. The footbeds are made from leather or cork.

THE HEEL FITS LIKE AN EGG IN AN EGG CUP Holding the heel firmly in the heel cup is one of the keys to perfect boot fit.

1 2

HANWAG Wishbone is the new technical innovation in Alpin and Rock categories. A heavy duty TPU Band securely fixes the heel for an optimal fit in the boot.

That’s where the new HANWAG Wishbone System comes into play. It holds the heel more firmly in place than conventional lacing. The Bavarian outdoor footwear manufacturer has equipped two boots in the ROCK category with the new system: Ferrata GTX® and Crack GTX®. For simplicity, these models will now be called Ferrata II GTX® and Crack II GTX®. The HANWAG Wishbone System is simple, but effective: it is part of the normal lacing system and located at the ankle area. It is tied from the front and lets you adjust the hold in the heel area to your liking. The system pulls the rear of the heel cup offering an even more secure fit.

1 Secure grip on heel due to pulling laces 2 Optimal foot adjustment

WWW.HANWAG.DE

05-12_Cluster02.indd 7

28.06.11 17:16

bottom of the resort’s most famous ski slope. Hestra, the glovemaker, has a showroom in a quaint house on a large snow field just outside the resort.

Swedish success stories Petra Hilleberg, who runs Hilleberg’s international unit from the United States, provided an outstanding example of a local brand that sells technical products and acquired an international scope. The daughter of Bo Hilleberg, who established the company, she had been clamouring to be sent to the United States since her teenage years. She proceeded to turn the country into the secondlargest market for Hilleberg, making up about 20% of its turnover last year – and most interestingly, about half of this business is generated by direct sales to consumers. “We started by selling direct, through the web and catalogues,” said Hilleberg. “Otherwise, we only work with a few retailers who come to us, because they really want to sell the brand”. This helps to make sure that the integrity of the brand remains intact, that it is displayed by the right people, and that prices are the same across the entire country. Haglöfs was another Swedish success story represented at the summit. In the last decade it was transformed from a Swedish brand to a European player, and since its sales to Asics last July, Haglöfs is setting its sights even further. Susanna Campbell accompanied this rise at Ratos, the Swedish investment company that acquired Haglöfs in 2001, when it was valued at about 100 million Swedish crowns, and sold it to Asics for roughly 1 billion Swedish crowns. In the interval, the turnover of Haglöfs was multiplied by three, and even by more than 10 for international sales. “We had to have a strong belief in what we wanted to achieve,” said Campbell. “Brand-building takes time, so you sometimes have to trade off short-term results for long-term value creation”. There was no shortage of candidates for investment with similar ambitions among the audience in Åre.

Hyper-active consumers Scandinavia itself remains a buoyant market for most of the region’s brands, due to remarkable levels of participation and spending. Peter Fredman from the European Tourism Research Institute (ETOUR) at the mid-Sweden University in Östersund estimated that average Swedes spend about €1,400 on outdoor recreation per year (including equipment as well as transport and catering), equivalent to about 10% of their annual spending – although this includes sports that may not be defined as outdoor activities in other countries, like cross-country skiing and riding snowmobiles. Among the most outspoken international speakers was Fred Hufkens, chief executive of the A.S. Adventure group, which comprises A.S. Adventure in Belgium, Bever in the Netherlands and Cotswold Outdoor in the U.K. The entire group reached a turnover of about €291.1 million last year, making it the largest outdoor retailer in Europe.

A Sharp Eye for Profitable Retail Formats Hufkens already earned his stripes in retailing with banners like La Senza, Jil Sander and Republic, and he has a sharp eye for profitable retail formats. He tightly manages the company, enabling

05-12_Cluster02.indd 8

28.06.11 17:16

Pub_OutDoor_210x297mm.ai 1 07.06.2011 10:37:27

Hall B3, Booth 401 www.wenger.ch

05-12_Cluster02.indd 9

17 trends : innovation

Multifunctional like you.

28.06.11 17:17

industry had jaw-dropping facts to share. Joakim Jardenberg, chief executive of Mindpark, a digital media consultant, said that last year, about half of Swedish children aged five used the internet – and the development of digital habits is so fast that, this year, the same applies to children aged four years.

Digital pioneers

It took a line-up of inspiring speakers to keep guests indoors in Åre, away from the early spring sunshine.

him to reach a recurrent operating margin of about 13.4 percent. About 75 percent of these operating profits are invested in store openings, as the group rides on the continued growth of the industry. The Belgian executive’s presentation provided interesting insights into the group, but at the same time he called for reinforced partnerships with suppliers to further improve the efficiency of specialist retailers. As he saw it, retailers like himself were shouldering an inordinately large share of the risk

and capital investment required to display brands in an enticing way. Among the most pressing issues faced by retailers in this respect was the low availability of stock. “The amount of free stock available is shrinking every year,” he said. Instead, he praised brands that are reinvesting in their own production, to secure a stable flow of products. “This is a key issue for the stability of our business in the coming years,” Hufkens added. Some of the contributors from outside the

At the forefront of digital media use, Sweden has a “Facebook penetration” rate of about 42%. This interest sometimes reaches ludicrous proportions: Jardenberg recounted that scores of people had signed in to be directly informed of his weight when he stands on the scales in the morning.

“Buying Imperialism Has Come to an End” New media are among the factors that are deeply affecting the supply chain as well. Mats Anderson, supply chain manager at Snickers work wear, pointed out that Indian cotton farmers had started to trade their crops online – whereas they might not have had electricity in their farm a few years ago.

BE DI VE M 32 20

Ein mit erz Out

Mar Part die MEM wes

Was Was

Wind

05-12_Cluster02.indd 10

29.06.11 18:15

ad marmot

HYPER JACKET

BEI DER HYPER JACKET HAT MARMOT DIE WASSERDAMPFDURCHLÄSSIGSTE VERSION SEINES MEMBRAIN® STRATA™ MIT EINEM LEISTUNGSPROFIL VON 32.000 g/m 2/24h UND EINER 20.000 mm WASSERSÄULE VERWENDET. Ein äußerst gewichtsreduziertes Stretch-Gewebe kombiniert mit der leistungsstarken MEMBRAIN® strata™ Technologie erzeugt eine völlig neue Generation von Shells für ein breites Outdoor-Einsatzspektrum.

M E M B R A I N®

strata

™

strata™ SCHÜTZT DIE WASSERDICHTE MEMBRAIN® LAGE MARMOT® MEMBRAIN®

Marmots eigenes 2,5 Lagen Polyurethan-(PU)-Laminat. Kleine, nicht-organische Partikel auf der Membran wehren externe Teilchen ab und schützen so die Membran vor Abrieb und Verschleiß. Tests zeigen, dass Marmot MEMBRAIN® strata™ 4-5 mal so abriebsfest ist wie andere 2-Lagen Laminate, weswegen diese auch einen separaten Liner benötigen. Wassersäule: 40+ PSI/20.000 mm Wasserdampfdurchlass: Hohenstein RET: 2,5 L <6 – 6,5 JIS L-1099 B1: 2 L - > 20.000 g/m2 /24h Winddichtigkeit: 0 CFM, 100% winddicht

ad marmot outdoor showcase 05-12_Cluster02.indd 11 210x297.indd 1

REINHARD FICHTINGER • AGENCY: ARTS OF SALES GMBH

LEICHTGEWICHTIGES AUSSENMATERIAL

www.marmot.eu

17.06.11 28.06.11 18:48 17:17

“Buying imperialism has come to an end,” rers,” said Anderson. “They have to make said Anderson. He observed that manufac- sure they sit in the boat together”. The organisers won plaudits for the sharp turers were streamlining their own business contents of the discussions. “It was partiand using new methods to optimise their cularly interesting from our perspective to resources, instead of just moving in more workers to fulfil larger orders. Furthermore, hear from the retailers”, said Andy Schimeck, managing director of Marmot Euromanufacturers had started analysing the pe, referring to Hufkens as well as Thomas accounts of their customers, and in some Lipke, managing partner of Globetrotter. cases order givers had to justify their spot on the customer list. “Brands should focus “All in all, the two days were interesting, more on their relationship with manufactu- with insightful and international talks,” he

Mark Held, general secretary of the European Outdoor Group, will delve into European market trends and figures at this year’s edition of the forum.

said, adding that he would certainly consider attending again. On the back of the enthusiastic response received after the summit, the SOG is considering a repeat in the coming years. However, no formal decision has yet been taken, and many in the industry hope that an agreement will be found with the organisers of the European Outdoor Forum, to provide a single platform for European industry talks. Barbara Smit

Studious delegates at the first European Outdoor Forum in Annecy.

It was Outdoor Sports Valley including delegates from Germany, Italy, (OSV), in partnership with the Eu- Austria, Switzerland, the United Kingdom, ropean Outdoor Group (EOG), that the United States and many other countries. “The outdoor industry talked about it for launched the concept of bringing years – to meet and share a platform for European industry executives to- dialogue on common issues,” said Jeangether at the European Outdoor Marc Pambet, president in charge of Forum last year – and a second edi- footwear and apparel at the Amer Sports tion is scheduled in October with a group, comprising the Salomon, Arc‘teryx and Bonfire brands. “It is an initiative that slightly adjusted format. The inaugural forum was held by the lake in Annecy last year and the event will return to the French town again this year, but in 2012 the forum’s organisers intend to move it to another country “This is a truly European event, so the location should reflect that,” said Rémi Forsans, executive director of the OSV. “The forum will regularly return to Annecy, but at least every two years we will take it to other countries”. The organisers were widely praised for their initiative last year, as they brought about 220 people from the outdoor industry together,

can really help us strengthen our dynamic industry”. The inaugural forum offered discussions on subjects directly relevant to the outdoor industry, like sustainability, as well as more offbeat topics meant to inspire lateral thinking and to bring in best practices from other industries. However, some of the delegates advised that the next issue should be more international and more focused on the outdoor industry itself. The organisers are expecting about 275 delegates this year, and are eager to involve more partners from around the world. To

this end they have teamed up with Rendezvous, the established outdoor industry gettogether in the United States. The two parties have agreed to actively support each other’s events, which should encourage yet more exchanges. Taking on board the suggestions put forward last year, the upcoming European Outdoor Forum, to be held on October 11 and 12, will cover specific market development with speakers from Europe, Asia and North America. Mark Held, general secretary of the EOG is to present figures and trends on the European market; while Frank Hugelmeyer, president of the Outdoor Industry Association (OIA), will do the same for the American outdoor business. An international panel on outdoor retailing will be led by Eugenio Di Maria, publisher of Sporting Goods Intelligence Europe and the Outdoor Industry Compass. Other subjects will include social media, corporate social responsibility, supply chain issues and the youth Barbara Smit market.

trends: visionary thinking

European brainstorming by the lake

05-12_Cluster02.indd 12

28.06.11 17:18

05-12_Cluster02.indd 13

28.06.11 17:18

_BENEFACTION II GTX

_BENEFACTION II

_LIMPET LOW II GTX

_EXTERRA LIGHT GTX

ADAPTABLE FOOTWEAR TECHNOLOGY

DESIGNED TO TAKE WHATEVER YOU CAN THROW AT IT.

DISCOVER THE NEXT GENERATION OF BERGHAUS INNOVATION AT HALL A7 STAND 202 WIN! A pair of Limpet Low II GTX trail running shoes! Simply visit our stand to try them on then enter our prize draw. Up to ten pairs given away daily.

w w w. b e r g h a u s . c o m

Outdoor Guide Ad.indd 1 14-17_OCC.indd 14

13/06/2011 23.06.11 09:24 15:00

011 09:24

Let’s discuss the future of innovation in the outdoor industry:

Technology: There is a lot of it about

“Ill-yoked, imprisoned, tamed in a dull task”. That was how poet Robert Binyon sometimes viewed the role of words and let’s face it he had a point. Ours is an age where our ability to communicate with one another has never been more adroit and taken together with access to the world’s richest language, English, should add up to a vibrant interchange of thoughts, ideas and feelings; an expanding universe of linguistic and intellectual development. Well that’s how it should be, but as anyone who has laboured their way through blogosphere or listened to the average mobile phone conversation knows, that isn’t how it is. Regular readers of the magazine I edit will have discerned that its editorial tone has a leaning towards irony. If it had a face, the magazine would wear an eyebrow permanently raised in query; that is, of course, where it did not border on outright disbelief; the countenance created by having to wade daily through the rich outpourings of marketing executives and PR providers.

14-17_OCC.indd 15

“Words don’t come easy” reminds of an old song from the 1980’s. The author of these lines thinks that words come easier than striking new technologies.

I should say here that to work in the outdoor industry is, in my experience, to work among the nicest, most honest and goodhearted business people you will find anywhere, but they too have to survive and prosper and therefore they too are guilty of ill-yoking words. In my life, rather as I suspect in yours, hardly a day goes by when I am not assured that this or that latest product or service has just guaranteed me a first-class ticket to the planet innovation; that no longer must I dwell in that crusty, fusty, dreary world called yesterday, because I am now in receipt of a ticket to a bright shiny tomorrow, if I can be persuaded to part with the price of the fare.

Each age produces words or phrases which eventually come to signal to the reader- in this case an ageing journalist - that he is or just has been (or shortly will be) buried under an avalanche of bullshit. And it is at times like these that I feel an acute pity that the words have no choice in the matter. There they are enjoying a peaceful obscurity tucked away in some anonymous dictionary, when a marketing guru happens along like a talent scout arriving in a small town. And like the talent scout who signs up the local beauty queen, puts her in a basque and sends her to work Vegas, so with scant regard for its true meaning, the marketing guru also puts the newly found word into an inappropriate setting.

Marketers are doomed lovers And, as we all become more media savvy, marketing-literate and consequently more resistant to the blandishments of marketers, so the language of marketing becomes more extravagant, like the doomed lover who will say anything in a last desperate attempt to keep a relationship alive. But marketers, like doomed lovers, have a habit of giving themselves away.

Alarm! The Marketing Gurus are Coming! What’s this about? I’ll tell you what this is about. It’s about technology. Technology is a word pregnant with history and, like history, subject to the widest interpretation. And, of course, it is a word which has come to great prominence in the outdoor business. >

15 trends : innovation

Standfirst: In the outdoor world as elsewhere, the word technology is, it seems, everywhere. It has become the leitmotiv for the outdoor business, conferring authenticity and substance on products as diverse as sandals and satnav. But is the word’s very ubiquity leading it to become meaningless? The chief editor of OCC Outdoor, the U.K. trade publication, has his own thoughts on the future of the development of the outdoor industry. The editor of the OutDoor Showcase does not share his point of view to 100 percent, but is happy that Simon Baseley is a man who says what he thinks. Welcome to some reflections on the future of the outdoor industry.

23.06.11 15:01

New Spring Summer 2012 collection OUTDOOR Friedrichshafen ÂŠ KALICE - Photo non contractuelle.

From 14 till 17 July 2011 Hall A7 - Stand 200

14-17_OCC.indd 16 LAFUMA ADS_OUTDOOR showcase.indd 1

www.lafuma.com 23.06.11 14:01 15:01 15/06/11

6/11 14:01

The development of fabric technology has, for example, allowed many outdoor activities to take place that would otherwise have proved too arduous to contemplate. Technology has empowered outdoor enthusiasts to access every part of the world and, once there, technology allows them to phone home and no doubt have a meaningless conversation. But the use of the word technology, which once came to liberate us from the tyranny of a clockwork age, has now metamorphosed into dictator and set us all in chains - but only for the shortest period because, as it does, the word becomes increasingly meaningless. Like that small town beauty queen 10 years on, now wearing too much make-up and with too many unfeeling lovers behind her, technology is becoming yesterday’s girl. I can remember the word technology when it was just a fresh-faced kid, which I had seen hanging around in the‘t’ section of the dictionary, along with teleprinter and teabreak (whatever happened to them?). No one took much notice of the young punk in those days. It was a word often seen in the company of scientists. Back then the big daddy was ‚manmade’. If something was prefixed with the word manmade, that was a mark of distinction. If your shirts were made from a manmade fibre, you were on your way to management, with a box of slim panatelas in one hand and a key to the executive toilet in the other.

The use of the word ‘executive’ should have been a warning to manmade; a warning that it would soon be consigned back to semantic obscurity, to sit rather uneasily between manbag and squeezed on the other side by man mountain. Why? Because soon it was edged out by that word ‘executive’, an all-purpose noun which could be harnessed to any 1970s gadget or gizmo. And since then there have been others, each elbowing the other out of the way. Remember ‘family’ as in ‘family fun day’ or ‘family sized’ or ‘family friendly’? The big star of recent times has been ‘natural’, which has formed an odd sort of truce with technology, given that they are almost antithetical to each other. But the signs are that natural, too, is entering the borne from which no word returns. A slow trawl up the supermarket aisles tells you that natural, rather like its earlier antecedents, has also started hanging round in dodgy company, such as ‘beefburger’ and ‘styling wax’.

The days of Technology are Numbered Of course if you read the outdoor press around the world you get no hint at all that technology’s days are numbered, but the signs are there. This isn’t to say of course that technology is not a key influence shaping both outdoor products and services. What Gore and Polartec and others do in developing membranes and understanding

moisture management employs technology of the purist sort. The design and production of the GPS system is the end result of technology at its highest level. And the research into human motion and the way that has then been applied to modern outdoor footwear has involved many advances in technology. The problem is that if one trawls outdoor magazines and websites (go on, do it today) without too much effort you will find technology hard at work elevating a humble energy snack, (it’s not a chocolate bar, dummy, it’s a confectionery technology outcome) or doing service on behalf of a knitted beanie hat, which benefits from headgear technology. Of course because technology means the application of practical sciences to business or commerce, there is nothing factually wrong with the word being used in this or dozens of other ways, but for each application of it made by a Gore or a Polartec, there are ten more dilutions of its impact taking place at the same time. The big question is, of course, what word is coming next? As I am almost daily engaged in word technology I should be in a better position than most to answer that question, but unfortunately for me and my bank manager, I am not. Simon Baseley

About the Author

Imprint

Publisher

Ulrich Onnasch (responsible)

Messe Friedrichshafen

Landsberger Straße 482

Dierichs Druck+Media GmbH &

81241 Munich

Co. KG

Phone +49 (0) 89 2429265-21

Frankfurter Straße 168

Editor

34121 Kassel

Markus Huber Hardtstraße 1

Design

86842 Türkheim

Corinna Danninger, Vienna/Austria

markus_outdoor@t-online.de

c.danninger@gmail.com

Phone +49 (0) 8245 966984

Phone +43 (0) 699 190 819 49

Translation

Brinkmann Henrich Fachmedien

Heidi Onnasch

GmbH & Co KG

heidiklausner@t-online.de

Verlagsbüro Süd

+49 (0) 8261 730935

The OutDoor Showcase appears annually at the OutDoor show in Friedrichshafen.

14-17_OCC.indd 17

17 trends : innovation

OCC Outdoor, run by Simon Baseley, is a leading trade publication for the U.K. outdoor industry. The magazine reaches more than 2,500 U.K. outdoor businesses and appears on a monthly basis. www.occoutdoor.co.uk

23.06.11 14:59

Congratulations 2011 Polartec® APEX Awards winners! Honors for innovation, function and design in garments and accessories using Polartec fabric. View the full list of products at POLARTEC.COM.

Athleta BARE Big Bill Cabela’s SOF/Patagonia/Ready One Industries L.L. Bean Marmot Orvis Patagonia The North Face True North Tyndale Westcomb

Astore ISBJÖRN of Sweden Mammut Montane NFM Group Norrøna Odlo Peak Performance Rab Ternua Vaude

Visit us at OUTDOOR, Hall A7 Stand 201 Polartec® is a registered trademark of Polartec, LLC. ©Polartec 2011

18-25_Penetration.indd 18 APEX_2011_Ad Outdoor Showcase.indd 1

23.06.11 14:52

14/06/11 17:11 OCC OU

A tour guided by Gore-Tex through highly functional products:

Experience is what really matters New paths - new ideas: On the Gore-Tex Experience Tour young outdoor fans join the professionals for the ultimate adventure. Since June 2010 the Gore-Tex brand has been teaming passionate, amateur outdoor sportsmen and women throughout Europe with specialist professionals, to pass on their experience and knowledge during a series of expeditions and workshops.

As part of the Gore-Tex Experience Tour, participants from all over Europe had applied to realise their own individual mountain dream with Robert Jasper, one of the world’s leading extreme climbers. The winner was Daniel Bouskila. At the beginning of May the two climbed the Breithorn in Switzerland.

From a voyage of discovery in the mountains of Kyrgyzstan, to the creation of a revolutionary, multi-functional jacket in Switzerland or a trekking boot in Italy, the ambitious amateurs who have taken part have been pushed to their physical and creative limits. Inspired by the knowledge and leadership of outdoor sports legends such as Ines Papert, participants have been given a once in a lifetime opportunity to learn

from highly respected and recognised leaders in their sporting fields. Gore-Tex’ event tour highlights what really matters when it comes to success in the industry: the symbiosis between manufacturers, suppliers, retailers, athletes and consumers. The OutDoor Showcase invites you to a tour across Europe and Asia to discover the last secrets of outdoor sports and of the development of related gear. >

EXPLORE THE OUTDOORS

INNOVATIVE

FAMILY CAMPING

Besuchen Sie uns auf der Outdoor Messe in Friedrichshafen (Halle B1, Stand 100) vom 14. - 17. Juli. Nur für Fachbesucher! einem Messe neuen Easy

Bei Robens Zelten werden Sie nicht nur neue Typen in allen Produktlinien entdecken, es wurden auch alle bisherigen Modelle komplett überarbeitet und verbessert. Die bemerkenswerteste Änderung betrifft die neu entwickelte Trail Range, welche die Trekking Serie sowie die kleineren Adventure Zelte ersetzt – für ein bestmögliches Preis-/Leistungsverhältnis, wie auch bei den innovativen Schlafsackmodellen, Liegematten und dem neuen Zubehörprogramm. Auch bei Outwell erwarten Sie eine Fülle neuer oder stark verbesserter Produkte und sogar komplett neue Kollektionen. Alles aufzuzählen

18-25_Penetration.indd 19 11-0614_OASE OUTDOORS.indd 1 14/06/11 17:11

würde diesen Rahmen sprengen, erwähnt seien lediglich das neue „Panorama“-Frontdesign bei vielen Modellen sowie die neue Ambiente Serie aus leichtem Ripstop-Cotton. Lassen Sie sich alles im Detail erklären, Sie werden erstaunt sein. Und bei Easy Camp gibt es nicht nur neue Farben für die Explorer und Go Serien, die erfolgreichen Boston Modelle haben wir weiter entwickelt und ihnen weitere Zeltmodelle im gleichen modernen Design zur Seite gestellt. Alle Robens und Easy Camp Zelte sind auf der Messe aufgebaut. Sehen Sie sich diese in Ruhe an und lassen Sie sich die Details erklären.

Wir möchten Sie wieder herzlich zu Besuch unseres Standes auf der Outdoor einladen, um Ihnen die Vielzahl unserer Produkte für Robens®, Outwell® und Camp® präsentieren zu können.

Wir freuen uns auf Ihr Kommen. Ihr Team von Oase Outdoors

23.06.11 16:37 15/06/11 19:00:25

L.T.K

SERIES

Eine Produktlinie, die die Ansprüche aller Sportbegeisterten neuer Disziplinen erfüllt. Für Einsätze im schnellen, sportlichen Berg. Atmungsfähigkeit ist hier vorrangig. Priorität liegt beim Tragekomfort. Priorität auch für Bewegungsfreiheit.

TO ACCELERATE

www.millet.fr

18-25_Penetration.indd 20

HALL A7 / Stand 301

23.06.11 14:52

At the foot of the big mountains of Kyrgyzstan: Sabine Bruckmeier from Germany was the suc-

The 28th and 29th of March are dates that will

cessful winner of the final round of the Experience Tour application procedure, and was able to

be stuck in the memory of this young outdoor

join four-time ice climbing world champion Ines Papert and her team as an expedition reporter in

pursuits enthusiast forever. On this amazing

Kyrgyzstan/Central Asia from 21 September to 26 October last year.

two day trip he got to go behind the scenes at La Sportiva and see – first hand – how his own trekking boot designs were created and manufactured. Alongside a team of Gore ex-

Annonce compass 210x150 14-06-11.ai

14/06/11

15:36

perts, he was able to work with the skilful, professional experts of the La Sportiva team.

Compass

News and analysis of the international market

A comprehensive business news service for the outdoor industry Subscription-based business newsletter (25+ issues per year) and market research reports on the international sports goods market. NEW: user-friendly adaptable format for laptops and smart phones to read on the go. Up-to-date archives accessible online for subscribers. Subscribe at our stand (FW 100) and save 10%, or 50% if you subscribe to Sporting Goods Intelligence Europe too.

www.oicompass.com 18-25_Penetration.indd 21

17 trends : innovation

The Outdoor Industry

23.06.11 14:52

See our new and updated backpack range! Skarstind 40L Lady

Hall A5 Stand 301 Photo: Fredr

ik Schenholm

Bergans of Norway has contributed to set the standard for the worldâ&#x20AC;&#x2122;s most advanced outdoor equipment for more than 100 years.

www.bergans.com

18-25_Penetration.indd 22

23.06.11 14:52

The master and the apprentice: Lukas Meindl (right) shows his disciple how to make fine shoes. The man on the left is one of eight people who got the chance to learn how to make boots on their own in the course of Gore’s Experience Tour. Meindl and Gore invited the lucky winners to

the headquarters in Kirchanschöring/Germany back in February.

That’s the way to experience “real” Scotland: The Gore-Tex Experience Tour’s aim was to create a meeting of minds where knowledge and experiences could be openly shared. The project that would take two young people to the UK’s most remote region – Knoydart – was set to be a perfect example of this and was hosted by outdoors expert Cameron McNeish and accomplished photographer Richard Else.

Annonce SGi 210x150 10-06-11 v2.ai

14/06/11

15:41

SGI Europe

Sporting Goods Intelligence News and analysis of the international market

A comprehensive business news service for the sporting goods industry Subscription-based business newsletter (40+ issues per year) and market research reports on the international sports goods market. NEW: user-friendly adaptable format for laptops and smart phones to read on the go. Up-to-date archives accessible online for subscribers. Subscribe at our stand (FW 100) and save 10%. You will also get The Outdoor Industry Compass free for six months, with permanent savings afterwards.

www. sgieurope.com 18-25_Penetration.indd 23

23.06.11 14:52

ing g or hik o in n n u r , ss limbing hnical fabric c in a t moun ost tec ou are g with the m y if r e ITY. tt tive. No ma been workin the while ac AT H A B I L ing. as ea RE breath Eider h body can br y - w o r d : B es are th e lo r c k u r o r u that y umme ard, yo 0 1 2 s is working h c o m 2 e . h T y d d o l your b o r When r - w

photo credit: Marc MULLER - www.studio404.fr // EIDER©

i d e e . w w w

18-25_Penetration.indd 24

KT M

TARG

RO J ET AE

CTIVE

/// GO

X® A RE-TE

SHELL

23.06.11 14:52

ng so

Y. g.

No worry, it is going to be a fine cut. Three finalists of Gore’s Experience tour made it to Mammut’s headquarters in Switzerland to create their own jackets by themselves. In the end, there were two final days packed in Seon/Switzerland on 14th and 15th March, it was time to put their skills to the test in the certified Gore laboratories in Urgnano (Bergamo), northern Italy, in the actual production of the three jackets.

with excitement and hard work for the finalists. Following the event

18-25_Penetration.indd 25

23.06.11 14:52

EOCA presents its latest conservation projects:

Great Ambitions for a Better World Sustainable Tourism in Iceland (nominated by Deuter, funded by Original Buff)

Hot springs, glaciers, vast volcanic landscapes, and a variety of natural phenomena and rarities in Iceland are major attractions for hikers. This project will promote sustainable tourism by setting up code of conduct for tourists visiting geothermal areas, and will work with tourist bodies to provide educational material to domestic and foreign visitors.

So after that exhausting introduction, lets take a rather calmer look at how the projects have been chosen, and unveil each one separately. Following a successful pilot project last year with Trail Magazine in the U.K., EOCA set up partnerships with four national magazines across Europe, to encourage members of the public to get involved by choosing which projects should be supported in the association’s 2001/12 funding round. In conjunction with Trail (U.K.), Sport Partner, Bike & Trekking and Lift magazines (The Netherlands), Alpin (Germany) and National Geographic Ger-

many, shortlisted projects were showcased both in the magazines and online, and the general public were then asked to go to the magazines’ websites to vote. And vote they did, in their thousands. 31,036 to be precise. This process result not only put EOCA and its members on a platform in front of 1.5 million people across Europe and showed what the outdoor industry is doing in terms of conservation, but also highlighted how many consumers care about nature conservation and are passionate enough about it to get involved. EOCA members also voted

for their favourite projects, and we would like to take you to a tour through the 2011 projects. Another exciting development for 2011 was the proposal by new member, Original Buff, to fund some of the Association’s projects in their entirety. Committing to put 1% of the proceeds from Merino Wool Buff into something that would really make a difference to the environment, three projects were chosen from the shortlist, giving the funding that EOCA will to put into conservation in 2011 a massive 30% boost.

trends : sustainability

2011 is going to be a hard act to follow. Following nearly 50 nominations for projects in 2010, the European Outdoor Conservation Association (EOCA) received an unprecedented 66 nominations from its members for conservation projects in 2011. Following this, 31,000 consumers across Europe got involved in helping to choose those that would eventually be funded. Not content to stop there, and with help from one single member, who is funding three projects in their entirety, the total number of projects supported this year will be a record-breaking ten, in seven different countries. This brings the support the outdoor industry has given to conservation in five years to 860,000 Euros – a giant leap forward to putting its first 1 million Euros into conservation by 2012.

26-29_eoca.indd 26

22.06.11 16:35

ÂŠ Sigmundur Einarsson

1. Yorkshire Three Peaks Route, UK (nominated by

Snugpak, in conjunction with Trail Magazine)

The Three Peaks Challenge is a very popular 24 mile walk in the Yorkshire Dales. Through this project, the Yorkshire Dales Millennium Trust will create a better route for part of this circular route. By doing this, it will also protect and restore an important peat habitat.

2. Mountain Wilderness â&#x20AC;&#x201C; Cleaning up in the Alps,

3. Cochabamba Project, Bolivia This project aims to halt the encroaching deforestation of the Bolivian rainforest, whilst at the same time providing an income and incentive for local farmers to care for and replant, as well as harvest seeds from a selection of native trees on their own land. 4. Conservation and Restoration in Snowdonia, Wales

(nominated by Mountain Equipment, funded by Original Buff)

Working to ensure that the Snowdonia National Park remains in great condition as a home for native flora and fauna, and as a top outdoor visitor destination, this project will provide opportunities for people to participate in practical conservation work, control and eradicate non native invasive plant species, and maintain and repair the most heavily used footpaths. 4

26-29_eoca.indd 27

27 trends : sustainability

France (nominated by Petzl Foundation)

Mountain Wilderness will remove military detritus from the Ubaye Valley in the Mercantour National Park, and abandoned ski lifts from Montagne de Lure in the Alpes de Haute Provence, thus clearing hazards to local biodiversity including ground nesting birds, chamois and ibex, and providing safe access for agricultural and recreational users.

22.06.11 15:50

Saving Mount Everest, Nepal (nominated by Bergans, in conjunction with Alpin Magazine)

Reducing plastics campaign in France, Belgium and Spain (in conjunction with National Geographic Germany)

Through this project, Surfrider Foundation Europe will work to reduce the number of plastic bags used in Europe, due to the damage they cause in the environment, in particular to wildlife in the worldâ&#x20AC;&#x2122;s oceans. Volunteers and members of Surfriders will use stickers, a website and a smartphone application to change the habit of consumers and to ultimately reduce production of plastic bags.

trends : sustainability

Tourism in the Mount Everest area has brought the problem of large volumes of rubbish being left along trekking and climbing routes with it. This project aims to remove 10 tonnes of rubbish from the mountain during the spring of 2011, and working with local partners, implement a structured waste management plan for the whole region by the end of 2012.

26-29_eoca.indd 28

22.06.11 16:36

Lake District Path Repair, UK (nominated by Lowe Alpine)

10,000 hectares of Wilderness, Turkey (nominated by Bluesign, chosen by readers of Lift, Bike & Trekking and Outdoor Magazines):

The PAN Parks Foundation aims to bring 1 million hectares of European wilderness under recognised protection by 2015. It plans to safeguard 10,000 hectares of wilderness in the Kure Mountain National Park in Turkey, protecting its untouched nature and variety of endemic and iconic wildlife, whilst developing sustainable tourism.

26-29_eoca.indd 29

Wild Ennerdale – Woodland and Red Squirrel Conservation, U.K. (nominated by Berghaus, funded by Original Buff)

The ancient oak and birch woodlands of the Ennerdale valley in the Lake District, Cumbria, are rich in species including ferns, mosses and the threatened native red squirrel. This project will protect and expand these woodlands, protect the native red squirrels, and provide opportunities for people to share these special woodlands.

29 trends : sustainability

Fix the Fells will carry out vital work on two of England’s most iconic mountain routes – Striding Edge, and Scafell Pike. The work will safeguard delicate high plateau ecologies and ensure that these stunning walks continue to be safe and beautiful, by repairing path erosion, rerouting paths, protecting rare and threatened species, and engaging volunteers.

22.06.11 16:37

The Indian Outdoor Market is about to Emerge:

The Holy Cow Learns How To Hike

With the Himalayas only a few hours away, Rimo Expeditions in Delhi has long thrived as an organiser of trekking and climbing expeditions. Adventurous travellers from all around the world called Chewang Motup the owner of Rimo Expeditions to help them explore India’s stupendous landscapes, from the heights of Ladakh to the lushness of Assam. Until a few years ago most of the callers were foreigners but this has been changing rapidly.” In the last ten years the number of Indian participants has multiplied almost ten-fold, said Chewang Motup. “To cope with the demand, we have even had to open another office in Mumba”. The rising interest comes as the Indian economy continues to expand rapidly, with a growth rate estimated by the International Monetary Fund at 10.4% last year. Among

India’s 1.2 billion people the ranks of the middle class are inflating fast and they are predicted to include more than 580 million Indians by 2025. They increasingly have the resources to spend a little share of their budget on leisure, including outdoor activities. Most of the Indian trekkers and climbers are young adults from large towns, not seldom employed by international companies in towns like Bangalore and Hyderabad. Some of them are even organised in outdoor groups. They regularly arrange short outings in the surroundings, like the Western Ghats for Mumbai residents and the Hampi climbing site near Bangalore which boasts some of the best granite rocks in the country. When they have more time they might head out to the Himalayas, which form a huge stretch of India’s northern

plained Kam Raghavan, who moved to India last year to head up Pentland India and to launch Berghaus, the group’s outdoor brand, in the Indian market. It is estimated that roughly 500,000 Indians regularly head out to the hills and mountains for outdoor activities. They mostly go hiking, but also often associate the outdoors with activities like paragliding and rafting.

Restricted market For the time being there are only a dozen international outdoor brands sold in India in any organised way, and the entire market is estimated at less than €70 million at retail level. The appeal of outdoor brands is growing, as underlined by buoyant sales of Woodland, an Indian outdoor fashion brand with scores of stores around the country. On the other hand the scope for technical gear is much more restricted as

markets : india

border, from Kashmir in the west to Sikkim There has been a big buzz recently on how India might become a steam in the east – with multiple peaks of more horse in the global economy as a manufacturer. But how is it going with than 7,000 metres. the 1.2 billion people populating the huge Asian subcontinent as far as “ These Indians increasingly have the same outdoor activities are concerned? We asked our reporter to check out Inurge as their counterparts in other coundian outdoor shops – and, of course, the great, but still under-estimated tries to let off steam at the week-end and outdoor arena of the huge country. to escape from crowded Indian cities ” ex-

30-33_indien.indd 30

22.06.11 16:32

participation remains weak and the prices of imported products are often still prohibitive for Indian consumers. Such technical products are often sold by small shops in the mountain resorts which mostly cater to tourists and often organise treks themselves. An example is Top Rock Adventures in Vashisht near Manali, a hub for outdoor activities in Himachal Pradesh. It was opened by Jean-Luc Jubert, a Frenchman who offers trekking packages as well as climbing lessons and services to the safety industry. His store sells a raft of outdoor brands such as Béal, Camp and La Sportiva some of the products be rented by tourists as well. Distributors point out that the assortment of these stores has increased a lot in the last years. “ Only a few years ago most of their offers consisted of cheap Indian stuff and left-over international products that were imported in a haphazard way”, said Hemant Sachdev the general manager of Chogori India, the most established outdoor distributor in the country. “But nowadays most of their products are imported and reasonably up to date”. Sachdev discovered outdoor activities as a student and obtained deals with a flurry of brands, from Mountain Hardwear to Black Diamond, Scarpa, Julbo, Béal and more. Furthermore, he has a license with Crocs which constitutes the largest part of his business. Operating with five sales people,

Chogori India sells to about fifty independent stores as well as hiking clubs and travel organisations.

Urban customers As interest in outdoor activities spreads in urban India, outdoor stores have begun to spring up in the largest Indian cities as well.

is Planet Sports. While there are thousands of independent sports stores in India, Planet Sports is the only integrated multi-brand sports retail chain in the country, with 70 stand-alone stores. Its offering focuses on branded apparel and footwear by the leading international brands, but a related company has distribution deals with several sports brands, including Salomon for outdoor products. Earlier this year Planet Sports even teamed up with Adventure 18, a small-time independent outdoor retailer in Delhi, who was asked to supply products for the outdoor corners of Planet Sports stores. This could be regarded as a breakthrough, bringing outdoor products into shopping malls and to many thousands of Indian consumers who would never see them otherwise (even the shop assistants giggled at the suggestion that outdoor camping could be a stimulating form of leisure).

Adjusting the pricing

Adventure 18 is one of the few specialist retailers in Indian cities, with two stores in Delhi and Mumbai.

The leading specialist so far is Wildcraft, an Indian brand and retailer that is becoming well-known among Indias youth. Another retailer that has caught the trend

Ravdeep Singh, the chief executive of Planet Sports, admits that awareness remains low and that the outdoor market is hindered by heavy import duties. “We only sell Salomon’s outdoor footwear because the duties are too high on apparel and it would be hard to explain the price to the consumers anyway,” he said. > © Rimo Expeditions

31 markets : india

Watch the awakening of an outdoor market which offers widescreen panoramas to consumers and a few business opportunities for retailers.

30-33_indien.indd 31

22.06.11 14:49

This is exactly what Décathlon, the French sports retailer, has been learning in India. It opened its first store in Bangalore almost two years ago with the tagline “Play More” painted brightly on the store front. A few months later “Pay Less” was added to the slogan as the retail managers found out that the price structure of the Indian market was adapted to low buying power. Since then Décathlon has been trying to find more local manufacturers for its Quechua private label to escape hefty import duties and offer more attractive prices. Décathlon has to operate on a cash-and-carry basis since Indian regulations still prevent direct foreign investment in integrated retailing.

For all the exposure of the Indian market certain issues remain a huge hindrance for business in the country. Although import duties have have significantly reduced within the last few years they are still high for many outdoor apparel products, and it remains tough to find manufacturers who may supply technical outdoor products

“W G is re w lik

demand in the Indian outdoor market. After all, as they like to quip in India, the country’s growth mostly happens at night when government officials are asleep. Barbara Smit

Lo Ma LA

Wildcraft: the only specialist outdoor brand and retail chain in India.

markets : india

Distribution hurdles

in India. Counterfeit products are easy to find, mostly smuggled into the country from Nepal. Not to mention all sorts of other hurdles, such as the appalling state of transport infrastructure and products getting stuck in customs for months without any valid reason (until one suggests a solution involving a contribution to the personal welfare of customs officers). Partly due to such inertia, the Indian outdoor market remains vastly under-developed in relation to the size of its population and the fabulous attractions of its landscapes. The ongoing conflict with Pakistan over the Kashmir border stunts the growth of tourism in that stupendous region. And it still takes long and uncomfortable travels to reach resorts like Leh, often used to start exploring Ladakh. Regional airports have been planned which will open up entire new parts of the country for outdoor activities in Uttarakhand and Sikkim. Yet still, as is often the case in India, improvements in the country’s outdoor infrastructure and business are mostly driven by savvy businessmen like Chewang Motup who are rapidly setting up camps, activities and stores to cater for the growing

Unknown Indian outdoor arena: Few people realise that a large part of the Himalayas is in India. Among the most popular trekking destinations is the mountain region of Zanskar, in Jammu & Kashmir.

30-33_indien.indd 32

22.06.11 14:49

OutDoor S

India’s player in the outdoor market When Dinesh Kaigonhalli and his friends started heading out to the mountains in the eighties they often struggled to find reliable equipment in India. They therefore decided to make their own and ended up launching their own brand, Wildcraft, which has turned into a fastgrowing specialist brand. Based in a bustling street in Bangalore, Wildcraft is the only Indian outdoor brand recognised by urban consumers. Starting with backpacks seven years ago, it has widened its range to include tents and apparel, and is preparing to launch footwear – all with the right mix of functional products at relatively cheap prices. “The brand has taken off and we have been struggling to satisfy demand in India,” said Gaurav Dublish, director at Wildcraft. The company has a large production unit in Bangalore, but it had to open another manufacturing plant in Himachal Pradesh in April last year. Wildcraft had about 30 stores at the beginning of this year and intends to open

another 20 by next March. Selling only a few other brands, such as Quechua and Victorinox, these stores make up about 40% of the brand’s sales, which reached the equivalent of $5.5 million for the full year ended in March 2011. Wildcraft has been buoyed by the appeal of adventure travels among Indian youth. About 65% of its sales come from daypacks used by students, most of which probably do not venture beyond the city. Another 25% of sales sales are made made by outdoor equipment, while the remainder comes from apparel and accessories. For all these ranges, Wildcraft has managed to establish itself as a reliable and affordable brand. Once it has built up capacity at its plant in Himachal Pradesh it could even start exporting to other countries with climates comparable to India, like Singapore and the Middle East. -bs-

The Indian outdoor market is amply covered in a detailed report published by the Federation of Sports and Play Associations (FSPA) about the Indian sporting goods market, detailing aspects from sports participation to supply chain, distribution strategies, consumer behaviour and retail structure. This unprecedented research report of more than 300 pages was compiled by EDM Publications, the company behind The Outdoor Industry Compass, the business newsletter for the European outdoor industry. Check it out at the Compass stand in Foyer West.

“We work with Gore because it is a reputable and reliable partner with a top product like GORE-TEX®.” La Sportiva and Gore are constantly developing together new innovative products, such as the new Batura 2.0 GORE-TEX®. For La Sportiva the best Batura ever.

00 markets : denmark

Lorenzo Delladio, Managing Director of LA SPORTIVA.

◆ The best brands in the world choose the GORE-TEX® brand ◆

30-33_indien.indd 33

22.06.11 14:49

OutDoor Showcase- 3xEndorsement G09608.indd 1

22.06.11 11:49

Not far from the Himmelbjerget, one of the highest points in Denmark, with the tower in the background. Danes who enjoy hiking in their flat country are most likely to head for forests and dunes.

Retail and Wholesale is Special in the Danish Mountains:

Danes like to quip that you could survey their entire country by just standing on a chair: Desperately flat, it has little to offer for mountain and rock climbing enthusiasts. Yet Danes have become avid consumers of outdoor apparel and camping equipment, turning their country into a small, but interesting market.

Zealous Danish geographers have been arguing for years about the highest point of their country. There are three contenders, all of them near Skanderborg on the Jutland peninsula. But the entire debate could be regarded as a proverbial case of making a mountain out of a molehill, since Denmark’s recognised highest point is Møllehøj – standing at just under 171 metres. This landscape is hardly propitious for hiking. Most Danes who practise outdoor activities go for walks and camping in the forest. Those who want to climb travel to Sweden and Norway, if not further afield. The largest groups of active outdoor people in Denmark consist of the scouts, with about 70,000 boys and girls, and the orienteering federation. In the last years, the outdoor interests of

Denmark’s 5.5 million people have only shifted a little. “We have seen growth in the more action-driven outdoor activities, like mountain-biking and climbing, which is done in Sweden,” said Claus Ostergaard, marketing manager at Friluftsland, one of the country’s largest outdoor retailers. “But on the basis of sales of dried foods, interest in longer hikes has remained stable”.

Danish outdoor fashion Tellingly, there aren’t any leading Danish brands of outdoor products, apart from the three camping equipment brands sold by Oase Outdoors – a Danish group that has long outgrown its own market with Robens, Easycamp and Outwell. Danish consumption of outdoor products per capita ranks way behind Sweden and Norway. Yet still,

”S br fo SC

Da San

markets : denmark

The Business Is Less Flat Than The Hills

34-37_deanmark.indd 34

24.06.11 15:35

OutDoor S

Denmark has become a juicy market for at least a few outdoor brands, particularly with regards to apparel, footwear, tents and daypacks. “Denmark has higher sales of The North Face per inhabitant than any other country,” said Jan Kristensen, managing director of Fritidsagenten, the company that distributes The North Face and several other outdoor brands in Denmark. His remit includes distribution in Greenland, a territory with 55,000 people that is often covered by Danish distributors and where reliable winter jackets are not a matter of fashion. Suppliers estimate that the Danish market for outdoor products sold through specialised outdoor stores alone is worth about €50 million at retail. There are three integrated chains of outdoor retailers in Denmark, and a dozen more independent stores. Then again, outdoor brands operating in Denmark are using other ways to reach the consumers, from sports stores to hunting and fishing stores. All in all, the market could be worth about €130 million at retail level. Its expansion in the last few years has been boosted by widespread enthusiasm for outdoor apparel as winter urban wear. “We

Most popular in Denmark: outdoor camping in a tent by Outwell, one of the three brands of the Oase Outdoors group, the only large-scale Danish supplier of outdoor equipment.

sell quite a lot of equipment, focusing on activities like camping, cycling, running. But clothing and footwear now make up the largest share of our sales, which was not the case a few years ago,” said John Lange, general manager of Spejder Sport, Denmark’s largest specialist retailer, with 14 stores, owned by the Danish scouts organisation. Only a few Danish consumers are highly discerning in terms of technical features – other than those in the hunting and fishing markets. Scandinavian brands like Haglöfs and Fjällräven are sought after. However,

Danish consumers are also strikingly influenced by North American trends, with abundant sales for brands like Arc’teryx and Marmot.

Vertical integration Then again, only a few brands have managed to break through due to the very particular structure of the Danish market: The largest outdoor retailers in the country have exclusive relationships with a flurry of outdoor brands – either as straightforward distributors, or as exclusive retailers. >

”SCARPA‘s mission is to be a leading brand that offers innovative, quality footwear in all sectors. That‘s why SCARPA uses GORE-TEX® products.“ Davide Parisotto, R&D Director and Sandro Parisotto, President

00 markets : denmark

Scarpa develops technical footwear collections that are capable of satisfying the most sophisticated requirements. Gore‘s technology and quality standards contribute to their success.

◆ The best brands in the world choose the GORE-TEX® brand ◆

34-37_deanmark.indd 35

23.06.11 16:45

OutDoor Showcase- 3xEndorsement G09608.indd 2

22.06.11 11:50

This enables them to make up for the small size of the market with double margins, but prevents almost any other brand from moving into Denmark on a large scale. Among these players is Friluftland, which has five stores in Denmark, with another to be opened in Lyngby in the second half of this year. Furthermore, it runs one Arc’teryx and two The North Face stores in Denmark, and another Friluftland store in Sweden. But then, Friluftland is owned by the same company as Fritidsagenten, which operates as an agent for The North Face, Ortovox and Cascade Designs, and as a distributor for Teva, Lowa and Nalgene. And predictably, about 40% of the sales at Friluftland are generated by brands that are distributed by Fritidsagenten. This includes sales of Scarpa, for which Friluftsland has an exclusive retail deal. Exactly the same applies for Spejder Sport. Along with its fourteen stores, it has distribution deals with several brands, from Mammut to Bergans, Warmpeace and Eureka, the supplier of tents, as well as a private label, Asivik – leaving little space for other brands.The strategy is even applied by Fjell och Fritid, an independent retailer with a single store on the Frederiksborggade in Copenhagen, where many of Denmark’s

outdoor retailers have their flagship stores. Mohns Larsen, who runs the business, also has a wholesale distribution company, Ski & Toj, selling an improbable array of brands, from Asolo to Millet, Meindl, Trekmates, Ortlieb and many more. “It’s hard to get into the Danish outdoor market for any brand that has no particular deal with the leading retailers,” Larsen admits. Eventyr Sport is the only Danish outdoor retail chain that is not formally involved in wholesaling, but it still has a very tight relationship with a few brands that are displayed prominently in its nine stores, focusing on apparel. “I started as a student with the equivalent of €1,000, which was not much to fill a store. Several suppliers helped us to set up the company, which forged a special relationship”, explained Lars Sørensen, who owns and runs Eventyr Sport. It sells rack upon rack of products by Haglöfs, Icebreaker and very few other brands. At the same time, due to the small size of the market and the influence of the weightiest retailers, there is little scope for independent distributors in the country. “The size of the market is not sufficient for independents to make a living,” explained Ostergard. “This is why several brands sell to Denmark from other countries, like Osprey

and Icebreaker through Bradshaw Taylor, their distributor in the U.K., and Black Diamond through its Swiss office”.

Alternative retailing To move beyond the small and tight specialist market, many outdoor brands have been exploring alternative retail customers in Denmark. Haglöfs has done this with particular dedication: It sells to more than 700 stores in the tiny country – ranging from sports stores, to outdoor stores, hunting and fishing stores, as well as department stores and bicycle stores for its backpacks. Haglöfs is also among the few brands that sell to all three of the leading outdoor chains in Denmark. Fjällräven, the Swedish outdoor apparel brand, is another outstanding example. Although it has diversified in the last years, hunting and fishing stores still make up about 65% of Fjällräven’s sales in Denmark. “There are about 65 hunting and fishing stores in the country, and we supply nearly all of them,” said Lars Ryslev, at the helm of Fjällräven’s Danish subsidiary, which brings in about 10% of the brand’s global sales. The same pattern applies for some of the leading outdoor footwear brands, like Mer-

markets : denmark

Not challenging, but rather pleasent: the wilderness of the Danish mountains.

34-37_deanmark.indd 36

23.06.11 16:49

OutDoor S

rell and Columbia – and even more so for the outdoor range of Ecco, the Danish footwear brand. Only about 25% of Merrell’s sales in Denmark go through sports and outdoor stores, while about 75% of sales are generated by footwear stores. Such brands appealing to wide groups of consumers should continue to prevail in the Danish outdoor market in the coming years, even though the country has come up with a way to make its landscape more

appealing for demanding outdoor pursuits. It has just been agreed that the entire area around Møllehøj and another hill about 200 metres further would be renamed Ejer Bjerge, or Ejer Mountains. But the move is unlikely to trigger a rush of outdoor activity, since even the tourism office chirps that the name is a “bit of a joke”.

Eventyr Sport, the third and youngest outdoor retailer in Denmark, smartly focuses on the appeal of outdoor brands as fashion apparel.

Barbara Smit

“Equipment for adventure”: this is the slogan of Spejder Sport, the largest outdoor retailer in Denmark, owned by the scouts.

”For adidas, Gore is not just a superior supplier, but a great partner for innovation and future leadership.“ adidas believes that the TERREX concept with GORE-TEX® footwear technology is the perfect answer for light and fast consumer needs.

00 markets : denmark

Rolf Reinschmidt Senior Vice President adidas Global Outdoor

◆ The best brands in the world choose the GORE-TEX® brand ◆

34-37_deanmark.indd 37

24.06.11 15:35

OutDoor Showcase- 3xEndorsement G09608.indd 3

22.06.11 11:50

Eurobike celebrates its 20th anniversary in Friedrichshafen:

Two Wheels, Two Decades, One Show Let’s talk business: Friedrichshafen’s Eurobike is the place where industry professionals meet to discuss the latest bicycle trends and the future of the whole business.

The world of cycling is already gearing up for the 20th edition of Eurobike, the international bicycle trade show, from August 31 to September 3, 2011, on the shores of Lake Constance. Interest throughout the industry remains high, with participant´s from six continents slated to attend. Plans for the leading international trade show’s 20th anniversary are in high gear, with over 1,000 exhibitors signed up so far, covering all areas and facets of the global bicycle industry.

“Eurobike presents the latest trends and innovations,” says Klaus Wellmann, chief executive of Messe Friedrichshafen.“ Attendees at the trade show can see how the industry ticks,” adds Eurobike project manager Stefan Reisinger. Both are confident that the cycling exhibition on Lake Constance is the hub for the global industry.

Let OCC Outdoor open up the UK Outdoor market. OCC Outdoor is by some measure the leading industry publication

000 markets :

for the UK outdoor business. Distributed to suppliers and retailers, each month it offers a unique perspective on the outdoor trade in Britain. Blending a combination of news, gossip, data and ideas it offers the perfect way with which to unlock the opportunity contained inside Europe’s second biggest outdoor sector.

T: 44 (0)1202 841114 E: simon@occoutdoor.com W: www.occoutdoor.co.uk

38-39_Eurobike.indd 38

OCC OUTDOOR ADVERT JUNE 2010.indd 1

23.06.11 16:23

15/6/10 16:44:13

CY CMY

Bike fun on the lake side: Eurobike offers a wide variety of product demonstrations, like here high above the demo lake outside the venue of the show.

But growth isn’t everything – maintaining the trade show’s high level of quality is also a top priority. This year the Global Show is already poised to reach last year’s benchmark of 1,100 exhibitors from 42 countries (68% of whom were from outside Germany). Exhibition space in 2010 also achieved new dimensions, with 100,000 square metres across 14 exhibition halls, plus the eastern and western open-air grounds.

Tuesday is Demo Day

Electric vibrations: E-bikes are currently the driving force behind the fast growing twowheel business whose latest innovations are highlighted at Lake Constance.

38-39_Eurobike.indd 39

16:44:13

markets : denmark

Eurobike starts on Wednesday, August 31 and ends on Saturday, September 3, 2011, when the show will be open to the public. Attendees from the trade as well as journalists can get an advance look at the industry’s newest arrivals on Tuesday, August 30, the day before the exhibition begins. More than 100 international exhibitors will be present at the fifth Demo Day to show off their newest products to trade attendees and offer test rides. The global show not only covers the entire spectrum of sport and city bicycles, but also features a prominent showing of e-bikes, as well as opportunities for test rides. “Eurobike is more than just a trade show,” says Stefan Reisinger. Along with the Demo Day, the Eurobike Award will once again highlight the most innovative products. The Eurobike Fashion Show, Bike Course, Travel Talk and Holiday On Bike are all among the fair’s highlights. And the island of Cyprus will present itself for the second time as a cycling destination. Eurobike 2011 will kick off under the theme “Bike – Fit for Future,” offering specialist presentations and information for professionals from the bicycle industry. More than 40,000 visitors from over 100 countries are expected to be in attendance at the industry’s meeting point, along with 1,700 journalists from 35 countries. For further information, please visit www.eurobike-show.com.

23.06.11 16:23

Salomon

Minim Liberate Short

Minim Liberate Short are extremely comfortable shorts that are breathable, light in weight and offer optimal freedom of movement. Perfect for a dynamic, fast mountain tour but are so comfortable that you will want to wear them on a daily basis.

Minim Challenge Tee W The new shirt from the Minim range has been especially designed for endurance sports: The ActiLite material is breathable and dry´s quickly. It also guarantees freedom of movement – exactly what you need on a mountain tour.

Minim GT Active Shell Jacket

Speed needs security and that is why Salomon developed Synapse, the shoe for a fast paced hiking tour. The shoe is the contact point between feet and terrain that makes sure the right, safe movements are chosen, the same as a Synapse connects nerve cells with each other within the human body. In this case the flexible midsole, OS Muscle and the outersole play an important role, having to provide enough support to avoid sliding during the descent and maximum grip during the ascent for an optimal rate of advance. This is possible due to a softer rubber compound in conjunction with a reverse cut stud in the middle of the shoe. A harder and more robust rubber has been applied on the sole rim of the sole. OS Tendons enable the best transfer of energy for the optimal Energy-Return-Effect, saving energy that is set free when contacting the ground and releasing it when pushing off the ground. The Synapse is not just dynamic it is also gentle on the joints and supports the natural movement of the feet whilst strengthening the muscles.

products

Synapse

Even more breathable, light in weight whilst offering maximum protection from rain: Salomon‘s new jacket from the Minim range, with the Gore-Tex membrane Active Shell, is setting standards in the outdoor sector. It keeps you dry despite the weather and protects from cooling out. A highly breathable membrane allows dampness to be wicked away from the body, therefore preventing overheating – a must have for any athlete.

40,41_Salomon.indd 40

23.06.11 16:53

Exo S-LAB SS Zip Tech Tee The Exo S-LAB SS Zip Tech Tee belongs to Salomon‘s Stability range and has been especially designed for top performance. Scientists have proven that thanks to this particular technology muscles tire slower but recuperate quicker, training sessions can therefore be intensified and new goals set. The compressive fit provides postural control and muscle support to the upper body thus minimising vibration and risk of injury, especially in difficult terrain.

Exo S-LAB II Short Performance at the highest level is guaranteed with the Exo S-LAB II shorts thanks to Salomon‘s Exo Sensifit-Technology. The compressive fit in the abdominal and thigh area stabilises and supports muscles in all types of terrain, be it gravel or a steep mountain trail, whilst improving the oxygen supply. The muscles do not tire as quick and acidity is therefore prevented.

S-LAB XT Wings 4 Softground

Advanced Skin 12 S-LAB It´s there when you need it, but you don´t feel it. Salomon‘s new rucksack sits so perfect that one could actually forget that you have it with you on that difficult trail, fitting the back like a vest thanks to the Sensifit-construction. Available in two sizes and comes with an integrated 1.5 litre drinking system.

40,41_Salomon.indd 41

41 products

The new S-LAB XT 4 Softground gives you a perfect grip no matter how difficult the terrain is, especially in softer, weather conditions. The new model for sporting events on soft trails offers the optimum combination of grip, traction, lightweight, cushioning and balance. Maximum grip is achieved through the Contragrip outersole and aggressive profile. The shoes have an exact fit thanks to the Quicklace TM and Sensifit TM technology. A midsole allows a perfect transfer of energy, and consists of three components, a stable chassis, an EVA cushioning midsole and – as is with all of the models from the S-LAB XT Wings range – it is light in weight.

23.06.11 16:53

Jack Wolfskin ROUGH ROCK JACKET MEN The ROUGH ROCK JACKET is the latest technical offering from the Jack Wolfskin Alpinism line. The detailing is comprehensive: four pockets, all positioned above the waist belt level for easy access, venting pit zips, special Acrobat Cut for better freedom of movement, water resistant zips and a Helmet Summit Hood, a special hood design with more volume to accommodate a climbing helmet, which can be zip-attached to the collar of the jacket at two different heights. As is customary for a highend shell jacket of this type, the main fabric, TEXAPORE AIR O3+ 3L, is waterproof, windproof and breathable. In addition, it is air permeable, an attribute which significantly enhances the already exceptional moisture vapour transmission rate (MVTR). In the resting state, the MVTR is 30,000 g/m2/24h. Air exchange (convection) occurs over the entire surface of the fabric, a process that accelerates with increased physical activity. In other words, the more active you are, the better the breathability of the jacket. The durability of the jacket is ramped up by the use of extremely robust, high breathability TEXAPORE O2 TASLITE 3L at the critical wear zones of the outer sleeve panels, shoulders and waist.

The SCANDIUM alpine shell delivers the highest combined values for waterproofing and breathability currently achievable (hydrostatic head: 50,000 mm; MVTR: 25,000 g/m2/24h). The jacket is constructed exclusively from Jack Wolfskinâ&#x20AC;&#x2122;s proprietary 3-layer laminate, TEXAPORE HYPROOF O3 TASGRID 3L. This shell fabric is not only extremely waterproof and exceptionally breathable; it is also very robust, light and has a significantly softer texture than comparable 3-layer fabrics. Due to the intelligent combination of lightweight fabrics and stripped-down detailing, the SCANDIUM offers full functionality but weighs only 465 g (men, size L) / 410 g (women, size M). The detailing itself barely affects the total weight of the jacket, e.g. water resistant zips dispense with the need for additional covering flaps. Additional features include venting pit zips and a fixed hood with a reinforced visor. The front zip is slightly offset, which prevents multiple zips in the layering system bunching uncomfortably at the neck.

Women Men

products

SCANDIUM JACKET MEN/WOMEN

42,42_jackWolfskinF2.indd 42

24.06.11 15:39

Women EXOSPHERE

Men

The EXOSPHERE is a lightweight trekking rucksack designed for heavier loads. It´s extremely lightweight and technical, high tear strength CROSS RIP 100 polyamide fabric, hollow aluminium stabilising rods and stripped-down detailing mean that it weighs in at just 2.24 kg in the 75 litre version. Wherever possible, the designers have saved on weight, but not on functionality. Narrower straps, lighter buckles and integrated weather protection (no need for a rain cover) help shave valuable grams off the weight of this minimalist pack. The V-Transition carry system ensures optimised direct load transfer for heavier loads. Its ergonomically V-shaped rods are directly anchored to the padded waist belt, which distributes the load onto the hips and relieves the shoulders. The EXOSPHERE rucksack is a top choice for long treks or ski mountaineering trips, where lots of kit often needs to be carried.

Jack Wolfskin’s VAPOR TRAIL JACKET is a lightweight (men: 290 g, women: 255 g) weatherproof shell from the brand’s new Active Trail line and is suitable for dynamic outdoor activities like trail running, fast and light alpinism and Nordic Walking. It is made from TEXAPORE AIR O2+ MINIRIP DT 2.5L, an innovative new shell fabric that was specifically developed for this type of activity profile. The fabric is very light, waterproof, air permeable and dynamically breathable, which means that the breathability performance increases with the level of intensity of the activity. In other words, the more you move, the better the breathability. The 2.5 layer construction dispenses with the need for an additional lining. The jacket stows neatly and compactly in its own chest pocket, thus saving valuable space in your pack.

42,42_jackWolfskinF2.indd 43

Men Women

43 products

VAPOR TRAIL JACKET MEN/WOMEN

24.06.11 15:39

Mammut

El Cap

Zephir Altitude The Zephir Altitude is an extremely light, tight-packing alpine harness for high-altitude touring with or without skis. It only takes a few movements to put on or take off this harness, and there is no need to remove crampons or skis when doing so. Its ultra-light weight and minimal pack size makes the Zephir Altitude a musttake item of equipment for the Mammut Pro team. Dani Arnold, for instance, used one on his record-breaking speed soloing ascent of the North Face of the Eiger.

Safety can be fashionable. The El Cap is taking a break from traditional mountain sports helmets. The completely new and modern design, combined with the innovative Conehead technology, leaves no excuse not to wear a helmet when sports climbing. Numerous ventilation openings help the climber to keep a cool head, even on key sections.

Realization Short Have you ever panicked at the foot of a wall as you suddenly remember that your climbing harness is still at home? With the Realization Short from Mammut, this is now a thing of the past. The Realization Short features a fully integrated climbing harness structure, a world first. Simply rope up and off you go.

Gentlemen, take care! Focus on belaying your rope partners. The climbing world has never seen anything like the Mammut Refine Skort. Presenting a world first: a short skirt for women climbers. This stylish climbing skirt finds Mammut launching a fabulously feminine look for both rock and climbing gym. As a practical garment fashioned from high-stretch fabric featuring antibacterial properties and integrated shorts, the Skort follows the wearerâ&#x20AC;&#x2DC;s every movement.

products

Refine Skort

44,45_Mammut.indd 44

23.06.11 16:55

Alpine Backpacks In the summer of 2012, Mammut will be launching new and improved versions of popular backpacks such as the Trion and Trea models as part of the revised alpine line. The new features are mainly functional details requested by the Mammut Pro Team. The range also features a new addition, the extremely robust Trion Alpinist.

Gasherbrum Jacket The high-end jacket from Mammut‘s 150 Peaks jubilee collection: With its combination of high-quality Gore-Tex Pro Shell nylon and asymmetrical design – inspired by the structure of a rope – the Gasherbrum jacket is guaranteed to make a splash at every mountain refuge. An integrated Holospot provides counterfeit protection and even helps the wearer find rope partners.

Monolith GTX

9.8 Transformer

Mammut‘s jubilee 150 Peaks collection includes a revised version of the Monolith GTX – the boot that‘s just the thing for tours involving ice and snow. This crampon-compatible, lightweight mountain and trekking boot offers a high level of comfort and now incorporates exclusive new features from Gore-Tex and Vibram. And with its asymmetrical Peaks colorway, it fits perfectly with other items in the collection.

45 products

A rope like no other. The 9.8 Transformer is an all-round climbing rope that is made entirely from transfer yarns, which are usually disposed of due to their colour variations. This means that every metre of rope has a unique design. By using these yarns, Mammut is making another contribution to the environment. Thanks to the SuperDRY coating, the 9.8 Transformer has excellent characteristics and very good handling properties.

44,45_Mammut.indd 45

23.06.11 16:55

Wenger Terrain Crossing Collection The new Terrain Crossing collection integrates Wenger’s unique knowledge of the global trekker’s requirements for adventure travel gear with a sleek and sophisticated design that sets a new standard for design and functionality. Key features of the three rolling bags from the collection include rugged outboard wheels, telescopic locking pull handle, multiple carry handles and removable interior zippered toiletry pocket. The two duffels feature a separate compartment for shoes, boots, soiled wet clothing, an interior accessory pocket and adjustable strap.

Ueli Steck Special Edition Swiss Army Knife Multi-functional tool built for climbers, hikers, backcountry skiers and any outdoor activity, this innovative Wenger knife was developed with and used by professional mountaineer and speed climber Ueli Steck. As unique as the Titanium handles, the one-hand opening and locking blade is 50% thicker than standard blades and is equipped with an amazing 6 functions including 3 hex keys, large flat screwdriver and two cutting options (serrated and straight).

Drinking Bottles Wenger is expanding its Drinking Bottle Collection with new Sports Bottles, available in fall 2011. 100% recyclable, BPA-free and manufactured from 99.5% pure (virgin) aluminum Wenger Drinking Bottles set a new standard in design, functionality, quality, safety and environmentally friendly manufacturing process. The new Wenger Sports Bottles feature a unique design in four attractive colors. Their ergonomic shape with GripDip guarantees a secure grip at all times. Along with Wenger’s wide mouth design, the Sports Bottles feature a multifunctional Sport Top which opens and closes efficiently with only a quarter-turn, and easily disassembles for cleaning.

X-Kross Sports Glasses

Wenger X-Kross Sports Glasses have been developed for all active people who require special protection for their eyes while ensuring optimum clarity when enjoying various types of outdoor and sports activities. Wenger Sports Glasses are a vital piece of equipment - not an accessory and no matter what the sport or activity, they will help to improve performance. While running, biking, on water or snow, the revolutionary ACM system (Air Circulation Management) provides a perspiration, humidity and fog-free view allowing the athlete to focus clearly on the finish line.

The Squadron is a timepiece dedicated to the Search & Rescue squadron pilots worldwide who rely on accurate and legible time-keeping, dead-reckoning navigation as well as a host of other related time keeping factors of importance. This watch is available in two technical executions, Chronograph and GMT, which are fitted with unidirectional rotating bezels. Each Squadron features a sapphire crystal, 316L stainless steel case, silicon strap or stainless steel bracelet.

products

Squadron

46,47_Wenger,Marmot.indd 46

24.06.11 15:41

Marmot

Speed Light Jacket

Technical, lightweight, robust and with a lean and clean style: The Speed Light Jacket is a minimalist jacket designed to appeal to the no-compromise, performance-seeking alpine enthusiast who likes to keep weight to a minimum. Made from Gore-Tex Pro fabric, it is waterproof, windproof and breathable. The storm hood with reinforced brim, cuffs and the hem are all easily adjustable. Gore-Tex Pro 3L 100% Nylon Ripstop 3.1 oz/yd

Plasma 40 Taking its place alongside the Plasma 30 and Plasma 15, the brand new Plasma 40, with 900 fill power goose down, rounds off our range of high-end sleeping bags. Weighing just 530 grams and with a comfort temperature of 6°, the Plasma 40 punches way above its weight. Ground breaking new developments include the use of directional down flow gates, vertically aligned baffles and wrap around foot box construction. The Plasma series is encased with ultra light, highly durable 10 denier Pertex Quantum fabric. These combined features make the Plasma sleeping bags the lightest, warmest and most functional bag possible. Insulation: 900+ Fill Power Goose Down; Lining: 10 Denier 100% Nylon Micro Ripstop DWR 0.8 oz/yd

Women’s Nano Jacket Marmot’s successful Nano Jacket is now also available for women! The ultra-light offering in Gore-Tex Paclite is an evolved solution for long treks in sporty weather. 100% seam taped with an elastic draw cord hem and water resistant zippers throughout, the Nano is guaranteed to keep you dry without weighing you down. Pack pockets feature laser-drilled pocket backing that enhances breathability. Gore-Tex Paclite 100% Nylon Ripstop 2.2 oz/yd

The latest highlight in our hybrid construction product category, the Fusion Jacket is a musthave for anyone looking for a jacket with optimum warmth-to-weight performance for challenging outdoor activities that is technical, functional and has a cool, contemporary style. The front section is made from ultra-lightweight Pertex Quantum, Pertex’s lightest, yet exceptionally robust fabric. The sides and back of the Fusion are made from durable Stretch Nylon. The jacket is fully loaded with enhanced features, such as a longer back, zipped pockets on the front and sleeves and thumb loops. The Fusion Jacket is also available for kids, for whom speed and performance are of paramount importance! 20 Denier 100% Nylon Mini Ripstop DWR 1.1 oz/yd, 94% Nylon 6% Elastane 8.0 oz/yd

46,47_Wenger,Marmot.indd 47

47 products

Fusion Jacket & Women’s Fusion Jacket

24.06.11 15:32

Nordisk Nordisk – a choice of trust The Nordisk brand has become well-known for its strong dedication to high quality and design, as well as targeting the serious and quality conscious outdoor customer ever since it was founded more than 40 years ago. The new range of sleeping bags underlines this mission and at the same time the new design marks the beginning of a new era for Nordisk. www.nordisk.eu

Celsius Anders Celsius was a Swedish astronomer who in 1742 proposed the Celsius temperature scale. The focus on temperature is also vital for this sleeping bag, made of high quality 90/10 European Goose Down in a slanted wall construction optimizing temperatures and minimizing thermal loss. Mummy shaped with wide shoulder area, iso-collar and water repellant base makes Celsius a very functional bag under most conditions. Moreover the “Silk Touch” lining makes it extremely comfortable to spend the night in Celsius, or even the day for that matter.

Bering Named after the famous Vitus Jonassen Bering, the Danish navigator, Bering is probably the top synthetic sleeping bag with the best weight/ temperature ratio in the world. Bering is one of the most technical sleeping bags you can get, perfectly shaped, designed with the new off-set layer construction without thermal bridges, and filled with the ultimate Thermo Dry Soft in a shell made of the revolutionary new Black Yarn fabric. Extremely lightweight and compact due to the 2-in-1 compressor stuff sack. It doesn’t get better than that!

If you need a handy, light and spacious shelter with extreme stability then Pasch is the one to choose. There is plenty of room for all your gear inside the sleeping compartment thanks to the pole configuration, plus extra space for footwear in the porch. Easy to build, easy to pack, very small pack size and the possibility to drop the flysheet under warm conditions makes Pasch the perfect trekking companion – and passing the magic 32,7 m/s Pasch can even withstand hurricane winds, if pegged properly.

products

Pasch

48,49_Norddisk,Ventprevee.indd 48

24.06.11 15:29

vente-privee.com History Pioneer of online private sales since 2001, vente-privee.com offers prestigious brands an innovative distribution channel to sell inventory quickly and exclusively. Open in France, Germany, Spain, Italy, the U.K., Belgium and Austria, vente-privee.com is the biggest private shopping club in Europe with over 1,200 partner brands and over 13 million members, and will soon be launched in the U.S. with American Express.

Philosophy We believe access to famous brands at reduced prices is a privilege. With this in mind, we encourage rarity and spark the desire to buy by limiting the duration of the sale. Each tailor-made event takes place in an exclusive member-only environment. vente-privee.com is like a treasure chest: brands sell their stock whilst carefully protecting their visual identity. Building long-lasting relationships with top quality brands is vente-privee.comâ&#x20AC;&#x2122;s core philosophy.

Highlights

49 products

In 2011, we developed new services to provide a more complete offer. We have created Rosedeal by vente-privee-rosedeal.com with the same quality and creativity that drives us when organizing and producing our sales events. The appealing vouchers sold on our site encourage members to discover the latest collections in stores, allowing brands to reach more new customers. Brands can also benefit from our 10 years e-commerce expertise to help set up and manage their retail website.

48,49_Norddisk,Ventprevee.indd 49

23.06.11 16:57

Deuter

These full-contact hiking packs have already won over many fans, due to their optimum weight bearing ability and load control. The flexible Delrin Aircontact back system construction fits any shape of back comfortably – and the clean, modern design and new colours will surely make heads turn. A clever detail: if not needed, simply stow away the lightweight hip belts of the models 20 SL & 24. Details: elastic front compartment where you can also store a helmet; No more rummaging around for your gear – the two-way zip on the front allows direct access to well-buried items, even when the lid is closed; Tough 3D AirMesh covering fabric provides climate control and supports Deuter’s excellent Aircontact ventilation system; Clever front design with large mesh pocket/helmet flap; Lid pocket, valuables pocket inside, one zippered side pocket and one elastic side pocket provide a variety of stowing solutions; Elasticised toggle straps double up as compression straps; Compression straps; Valuables pocket on hip belt (28 SL & 32); Anatomically formed 3D AirMesh shoulder straps with load transfer straps; Wet laundry compartment; Ice axe and hiking pole loops; SOS label.

products

ACT Trail

50,51_Deuter.indd 50

24.06.11 15:47

Aircontact Line The solid crew for journeys of discovery is now even smarter: the excellent back comfort and top spec features make them comfortable, yet sturdy transporters with a new easy access front opening. With their mobile Vari Flex hip fins, Vari Quick System and X-Frames, one carry system suits all moderate to heavy loads whilst remaining stable, flexible and transferring the load efficiently. The Aircontact System with its revised, clever back padding arrangement fits the back extremely comfortably whilst providing excellent all-round ventilation. The SL models are designed specifically for women. Details: New front, quick access opening; energy saving comfort due to the anatomically shaped and pivoting Vari Flex hip fins, which follow your every move (doubly reinforced in the 65+10 & 75+10); precise load control due to compression straps on hip fins; Pull-Forward hip belt buckle, easy to fasten even when heavily laden; Stable multi-chamber aluminium X-frame transfers load to the hip belt; ergonomically shaped head moulding and positionable lid pocket with compression strap allow freedom of head movement; Two side compression straps in 50+10 & 55+10 models and three in 60+10, 65+10 & 75+10; Hydration system compatible side bellows pockets; Hip belt zipped pocket; Lid pocket; Two daisy chains; Top lid attachment rings; Ice axe and hiking pole loop; Map pocket on the side; Roomy pocket on the side; Lower side pockets for tent poles; Double-layered base; Integrated detachable rain cover; Zipped map pockets at the front in 60+10 SL, 65+10 & 75+10 models.

Crowded airports, cobble stones, steep stairs, the multifunctional Helion ensures effortless manoeuvring wherever your travels take you. The content is safely stored just like in a trolley case, the solid construction guarantees a safe stand â&#x20AC;&#x201C; plus: you can convert it easily into a backpack. A zipped cover hides the smart carrying system on the back. You can get the shoulder straps out and still roll the bag. This ensures an easy handling when for passages where you have to switch between rolling and carrying. For added comfort, bring out the ergonomic hip wings that also cover the wheels.

50,51_Deuter.indd 51

51 products

Helion

24.06.11 15:47

Meindl Air Revolution 3.1

Air Revolution Lady 3.2

Skye Lady GTX 速

products

Eiger Lady GTX 速

52,53_Meindl.indd 52

27.06.11 14:49

Vakuum Lady GTX

Borneo MFS

Barcelona Mid GTX 速

52,53_Meindl.indd 53

53 products

Barcelona Lady GTX 速

27.06.11 14:50

Hanwag Altai GTX Hanwag´s offroad hero, the Altai GTX trekking boot, comes equipped with a Gore-Tex® membrane and only weighs 660 grams. The shoemaker has put a strong assembly of materials together, including Cordura Rocket, Sportvelours, combinations of PU and TPU and a Vibram AW outsole. Altai is designed for use in rough environments and

Banks GTX

ensures a great performance between rocks and stones. The generous use of rubbers makes sure the foot is safe, even on harsh soils,

Hanwag’s Banks GTX is a bestseller which has won numerous

whilst the Ghilly lacing provides a perfect

awards. The robust shoe is absolutely water-proof thanks to

and tight fit.

its Gore-Tex® membrane, and features all that matters for its user to enjoy the great outdoors: the upper is made of highly functional materials such as Cordura, Sportvelours and Nubuk leather, making Banks comfortable and light weight whilst providing the perfect climate for feet.

Drifter Mid GTX Lightweight and climate comfort are the features of the Drifter Mid, a very compact shoe with all the qualities of traditional craftsmanship. A special attribute, which is quite unusual in this category of outdoor footwear, is the fact that the outsole can be exchanged without any problem. The Vibram Planet sole ensures the perfect grip. The upper consists of robust Sportvelours and breathable Air-Mesh. In combination with water-proof Gore-

Arrow GTX

Tex®, the whole concept makes the Drifter Mid fit for hot days and fast

The combination of high quality Nubuk leather

action in the mountains.

and Air-Mesh guarantees comfort and breathability, whilst a Gore-Tex® lining ensures that this remarkably versatile low-cut shoe is 100 percent waterproof.

The Cruisader Lady GTX is made on a special woman´s shoe last and knows what women want: multifunction along with an excellent climate comfort, thanks to the Gore-Tex® membrane, and a shoe that can be worn in the city as well as for outdoor activities. An extremely versatile shoe thanks to Hanwag’s SoleTec outsole and the tight and robust construction of the upper.

products

Cruisader Lady GTX

54,55_Hanwag,Oase,adidas.indd 54

27.06.11 14:28

Robens/Outwell Typhon

New to the Xtra Lite series from Robens is the Typhon. Ultra-light 20 denier fabric, DAC Featherlite NSL poles and the sophisticated design make for a wind-stable two-person tent weighing just 1.8 kg. With its two short poles and external arch frame with clip fastener, the tent is quick to set up, offers plenty of room for storing gear under the flysheet, and excellent ventilation – large protected vents that can be adjusted from inside the tent can be found at each end of the tent.

Montana 6P The Montana 6P from Outwell is in a class of its own amongst family camping tents. Thanks to its high-quality materials and workmanship, its well-conceived and extremely stable structure, along with the comfortable space it has to offer, this tent has won a host of international awards. Newly introduced for 2012, the rounded ‘panorama front’ with its generous tinted windows providing the best views, is a further superb innovation that will also feature on several other Outwell models.

TERREX Fast R

adidas

Despite their light weight, TERREX FAST R Mid and Low still offer all the reliability and stability you need for fast climbs. The TRAXION sole with its newly developed Continental rubber compound guarantees the necessary ground adhesion at high speeds and in all weathers. Grip is exceptional in wet or dry conditions. This level of security is also supported by advanced three-dimensional FORMOTION technology in the heel zone. Two overlapping plates slide forward, back and to the side depending on ground conditions and the angle of contact. This reduces heel-to-toe velocity on fast descents, equalizes bumps and minimises impact on the joints. The athlete is more in control because the foot is positioned lower in the TERREX Fast R and can flex naturally being closer to the ground.

TERREX Gore-Tex Active Shell Jacket The TERREX Active Shell Jacket fulfils your specifications if you are into athletic speed challenweather protection. It is a minimalistic jacket which is extremely lightweight and has a small packing size. The brand-new three-layer material with proven Gore-Tex weather protection offers almost Soft Shell breathability and a perfect next-to-skin comfort. As with all TERREX products, the Active Shell Jacket provides an athletic and functional fit and optimum freedom of movement thanks to the three-dimensional FORMOTION cut.

54,55_Hanwag,Oase,adidas.indd 55

55 products

ges in the mountains, optimum moisture control without dispensing and guaranteed lasting

27.06.11 14:29

Vaude

Grindstone Jacket

The Grindstone Jacket, a technical softshell with plenty of clever features, is the perfect choice to take with you when heading out on your next trekking adventure. Vaude naturally uses environmentally friendly Bluesign certified materials, plus fabrics that are functional and technically sophisticated. WindProof 100 at the front combined with highly breathable stretch inserts under the arms produce a perfect combination for those heading off outdoors.

Alpine backpack Challenger 35+10 The new flagship in alpine backpacks is a “master of the mountains”. This professionally outfitted prodigy with Anatomic Alpin suspension system, front crampon compartment and ice tool garage is truly convincing when it comes to alpine climbing, high elevation tours and ski tours the whole year round as well as being ecologically sustainable. Thanks to intensive research, Vaude is also able to guarantee, with the Bluesign standard, that its mountain backpacks are made with absolutely “clean”, resource efficient manufacturing.

Mera Peak Light Pants The extremely popular Mera Peak Pants, which won the OutDoor Industry Award 2010, are now available in a Light version with Bluesign certified fabrics. These high altitude touring pants, made from high-stretch, fast-drying Schoeller 3xDry fabric, offer limitless freedom of movement and are specifically designed to allow a lightweight Edelrid Loopo Light (110 g) climbing harness to be worn underneath. This provides a great deal more comfort on high altitude tours by enhancing air circulation and allowing full access to pant pockets. Additionally the Edelrid Slide Rail System lets you easily clip on gear loops for karabiners, and ice screws to your pants.

Dibona shoes were designed for approaches and easy climbing, but they are just as comfortable for trekking tours and everyday use. The specialised Approach Vibram sole features a climbing zone at the forefoot, and a softer rubber blend to guarantee optimal traction. A lacing system that extends farther down the shoe and the Vaude heel collar provide a secure hold in rocky terrain. With their youthful, athletic good looks, these shoes are definitely eye-catching, whether on hot rocks or on your approach to the local ice cream parlor.

products

Approach Shoe Dibona

56,57_Vaude,Tatonik,Teva.indd 56

27.06.11 14:32

Tatonka

Skill 30

Ultra-light hiking rucksack with an innovative carrying system: Systematic material reduction in the X Vent Zero carrying system offers maximum ventilation with a minimum of back contact. Tensioning of the system is infinitely variable. Two openly-secured fibreglass rods in an X shape – which can be removed to allow force-fitting – form the load bearing connection to the pack. The rucksack weighs 925 grams thanks to a reduction of materials and the use of a light fabric.

Barrel EXP Travel bag with an innovative compression and fixing system: This robust travel bag is made of high quality, durable materials. It can be compressed to reduce its size by way of an aluminium rod system inserted into a hypalon retainer. All the compression and shoulder straps can be repositioned or removed, while the aluminium rods can also be used for fixing gear. Two rubber grips and concealed rucksack shoulder straps offer additional carrying options.

Teva

FUSE-ION The biggest problem with high-performance shoes is: “I can’t wear them to the bar.” So Teva designed a shoe that people would gladly wear to the bar before they figured out a way to make it the highest performing water shoe Teva ever built. The Spider Rubber + JStep outsole will stick to a grease-covered aluminum ramp. The ion-mask™ technology actually prevents the materials from absorbing any water on a molecular level. The Drainage channels in the forefoot allow water to escape. A collapsible heel lets you slip in and out easily.

The Churn is a multi-sport shoe that specializes in getting wet. Its mesh upper is extremely breathable and quick-drying, The Spider Original rubber is made to grip like crazy in wet environments, and a thin nylon shank keeps your foot stable and in control. Mesh materials drain water and dry quickly, drainage channels in the forefoot allow water to escape. A fold down heel with a Shoc Pad gives you convenience and cushioning, the molded EVA foam in the midsole is light and durable.

56,57_Vaude,Tatonik,Teva.indd 57

57 products

CHURN

27.06.11 14:33

Bergans Gaustatoppen Jacket The summer premiere of an award-winning membrane: The new Dermizax NX membrane has also been introduced for the summer with the Gaustatoppen jacket. Having won the European Ski Award, the membrane had already been an innovation for winter skiwear, now Bergans have proved that its benefits can also be fully taken advantage of in the summer as part of a classic 3-layer lightweight jacket. The pore-free workings of the Dermizax membrane ensures that the material is outstandingly stretchy, which in turn ensures freedom of movement, even for this figure-hugging cut.

Sandefjord Jacket Refining high-quality technical materials through fashion is one of the special features of the Bergans brand. The Sandefjord jacket is a new addition to the Bergans Balanced range and is also the fashionable part of the collection. It does still however fulfil the same functions as that of classic outdoor clothing thanks to the technical materials that are used. This jacket does not just shine literally speaking it also shines figuratively thanks to its weatherproof Element membrane, its breathability and wearing comfort – an outdoor jacket in the truest sense of the word.

Skarstind Backpack Bergans upgraded its backpack range and has invented several new backpack models, amongst others the Skarstind. Named after the 2.373 m high summit in the Jotunheimen National Park the Skarstind has four different sizes on offer, ranging from 22 and 28 l up to 32 and 40 l volume. The biggest model is also available as a women´s ver-sion. What characterises the Skarstind backpack is the carrying system, this incorporates a newly developed hip belt with even stiffer inside winglets to transfer the weight on to the hips. It also has netting (Tensioned Mesh) on the back that provides distance between the pack and the body for better ventilation. Skarstind is equipped with lots of attachment points and expandable outer pockets.

With the Sky jacket, Bergans is introducing another 2½-layer jacket into its collection. The jacket’s light weight of around 350g is one of the plus points of this jacket, along with the fact that it is equipped with Bergans’ own Element membrane. It provides the necessary weatherproofing even below the premium segment, including outstanding climate comfort for moderate activities. The Sky jacket, with its low packing volume fits into any rucksack and will pay off in sudden weather changes making it the perfect light just-in-case emergency jacket.

products

Sky Jacket

58,59_Bergans,Naschem.indd 58

27.06.11 14:39

59 products

Naschem

58,59_Bergans,Naschem.indd 59

27.06.11 16:42

Primus

OmniLite Ti

Lightweight (239g), sturdy, reliable, versatile, and fully expedition-suitable! Based on the technology of the legendary, award-winning OmniFuel stove, Primus adapted the OmniLite Ti for use with fuel-efficient pots with a heat exchanger (like the EtaPower Pots). Compared to the old Omnifuel the new Titanium-made stove consumes less fuel (for the same quantity of boiling water) thanks to smaller nozzles and a reduced heat output. It still burns virtually every kind of fuel: liquid gas, petrol, paraffin/kerosene, aviation fuel and even diesel. New: the upper part of the burner can be removed for easy cleaning or changing the combustion nozzle. Using the OmniLite Ti solely, it classifies in efficiency category C. Together with a pot with a heat exchanger, it reaches A-level.

SOA Overall Winner Summer 2012

TechnoTrail If you compare the TechnoTrail stove with a car, you would probably choose a Volkswagen Golf. The TechnoTrail gas stove embodies 161 grams (177 grams for the Duo-Version) of packability, usability and reliability. This stove does a great job for price-conscious backpackers whilst being a trustworthy and affordable companion. The revised TechnoTrail features three retractable pot supports to ensure a secure stand. This guarantees a tiny pack size and neat storage in the box provided. You can also use the box as a cup or measuring pot (0.2 litre).

Brunton

SolarRoll2

US outdoor gear specialist Brunton has completely revised his award-winning SolarRoll panels. The new generation of the rollable panels rolls much tighter than its predecessors: although the SolarRoll2 measures 34.9 x 150 cm (SolarRoll2 14 W) and 34.9 x 90 cm (SolarRoll2 7 W) when open, the pack size is just 34.9 x 6.3 respectively 34.9 x 5 cm. This results from the 12V outlet, which was completely integrated into the short edge of the new panels. With the cell type Brunton still trusts the proven amorphous silicium technology that also was the choice in the first generation. These thin-film cells provide a relatively constant power output, both in direct and indirect sunlight.

Footbalance Cushion Blue sorption, comfort and support for every mountain adventure. Custommoulded in minutes, the Cushion insole series provides the ultimate fit for any arch type. Features a patented, energy return baseplate for dynamic stability and healthy, active feet. Narrower, womenâ&#x20AC;&#x2122;s version available with a shorter baseplate. www.footbalance.com

products

Cushion Blue is an all-around custom footbed offering great shock ab-

62,63_Primus,Footbalnce,Tatenka.indd 62

27.06.11 14:34

210x297.in

WANTED! DER ERSTE RUCKSACK, DEN MAN NICHT MEHR SPÜRT. Mit gerade einmal einnmal 860 8660 Gramm bei einem Packvolumen Packvolumen von 30 30 l Leichtgewicht Rucksäcken. ist er das Le eichtgew wicht unter den belüfteten bellüfteten Ruck ksäckken.

62,63_Primus,Footbalnce,Tatenka.indd 210x297.indd 1 63

27.06.11 15.06.11 14:35 16:30

150 years. 150 peaks. 150 teams. Come and visit us at the OutDoor show in Friedrichshafen 14. – 17. july 2011, hall 3 / stand 400 www.mammut.ch ⁄ 150years

Gasherbrum Jacket Men

Taranaki

Mamook GTX Men

Swiss Rope 9.5 mm

Mammut – Worldwide Partner of IFMGA

64_Amammut.indd 64 210x297_OutDoor_Showcase.indd 1

27.06.11 14:45 17.06.2011 11:53:10