SGB Outdoor April 2017 by Silverback Publishing Ltd

FACELIFT: Turn the pages and enjoy the brand-new look of SGB Outdoor

THE CYCLE OF LIFE

SGB Outdoor interviews intrepid adventurer Dr Kate Leeming in Australia

April 2017

P09 / ISPO WINNERS Berghaus Hyper 100 Jacket was an ISPO Gold winner

INSIDE THIS ISSUE: Brands focus on children Previewing an Australian outdoor show ISPO Munich review and awards Brands show support for Greenpeace

01_Cover_V1.indd 1

27/03/2017 16:00

WW SGB Outdoor Ad 1.2.F.pdf

20/3/17

10:45 am

CMY

Ad_Layouts.indd 1

29/03/2017 12:02

April 2017 Issue FACELIFT: Turn the pages and enjoy the brand-new look of SGB Outdoor

THE CYCLE OF LIFE

SGB Outdoor interviews intrepid adventurer Dr Kate Leeming in Australia

March 2017

P09 / ISPO WINNERS Berghaus Hyper 100 Jacket was an ISPO Gold winner

INSIDE THIS ISSUE: Brands focus on children Previewing an Australian outdoor show ISPO Munich review and awards Brands show support for Greenpeace

01_Cover_V1.indd 1

First Words Heather Ramsden

n February I had the opportunity to visit ISPO Munich – a trade fair for the sports and outdoor markets which never fails to impress. More than 85,000 visitors swiped their entry passes over four days, and the best part about that is that UK visitors were among the fast growing group, according to organisers. This was also backed up by the brands who report keen interest from the UK trade. This can only be a good sign for our outdoor trade as it implies a genuine desire to do business, and that despite the current political climate, there is still a lot of optimism and buoyancy in the market. Award winners in the outdoor categories showed that the brands are not resting on their laurels in terms of innovation, while the number of brands who are embracing environmentally friendly technologies and processes is higher than it ever was before. All the news from ISPO is on pages 6 to 9. Also featured in this issue, we have an exclusive SGB Outdoor interview with Australian explorer and adventurer, Dr Kate Leeming, who has taken more than one or two treacherous cycle challenges (Pg 16); and we delve a little deeper into the outdoor trade in Australia with a preview of Sydney’s Outdoor Retailer Australia (ORA). You can find out just how important children’s ranges are to outdoor brands on pg 12 plus we have plenty of new products sure to peek the interest of outdoor enthusiasts and some ideas to help outdoor retailers take their businesses into the digital age. Enjoy it!

Contents 4-5 6-7 8-9 10-11 12-13 14

Industry news ISPO - A show review ISPO - Award winners The PFC revolution in the outdoor sector Brands capitalise on kidswear News from the Outdoor Industry Association

27/03/2017 16:00

Editor: Heather Ramsden Tel: 07974 903726 Email: heather.ramsden@sgboutdoor.co.uk Advertising: Tom Saunders Tel: 07841 412199 Email: tom@silverbackpublishing.rocks Publishing: Silverback Publishing Ltd Publisher: Tom Saunders Managing Director: Andrew Crispin Commercial Director: Simon Millet Design: Keith Wood, Hype Creative Whilst every care is taken in the preparation of SGB Outdoor, the editor or publisher do not accept any liability for inaccuracies. Opinions expressed are not necessarily those of the editor. Publication of advertisements and information does not imply recommendation. Publication of submitted items will be at the discretion of the editor. No part of this magazine may be reproduced without the permission of the directors of the company

15 3PL vs own warehousing 16-17 Dr Kate Leeming on cycling across Antarctica 18-19 Down under with Outdoor Retailer Aus 20 - 23 Launchpad: New outdoor products 24 Understanding voice search 25 Getting ahead of the online competition

Welcome

elcome to our second revamped issue of SGBOutdoor, in this issue we take a brief look at the Australian outdoor market, ahead of ORA, their outdoor yearly show. Having just returned, and met with a number of reasonably large companies who are Australian, despite competition from all over the world, still manufacture in their country. This is a message that is very key to marketing of their brands. What surprised me even more, was that of the ones I met, they had little if any distribution in both the UK and Europe, an opportunity both for the brands and potential partners. Like the UK and Europe the retail space is made up of a few big groups, but a lot more independents. Driving around, every small town had an outdoor store, but the main difference is that online is still very much in its infancy, although it will be interesting to see how things change later this year as it is rumoured Amazon is finally launching. Watch this space! Paul Sherratt, discusses a question, that in my many years of running a business was one of the key questions we often asked ourselves, particularly in times of growth, and am sure many businesses have discussed, third party warehousing, or not? There are pros and cons for both, but which ever route you take, make sure they understand your business and have the capacity and expertise to grow with you. I hope you enjoy this issue and the sun stays out.. Simon Millet, Commercial Director

03_Contents.indd 1

28/03/2017 16:20

ubaco Ltd, the Alfreton based company behind the lightest tent in the world and award winning outdoor gear manufacturer Terra Nova Equipment Ltd, has acquired FieldCandy – designers and creators of stylish and unique outdoor products. FieldCandy launched with a single tent product sold via the company’s website. The company then brought both print and manufacture in-house and developed collaborations and partnerships with high profile designers including Paul Smith, Hello Kitty and Iron Maiden, as well as celebrities including Rihanna, Foo Fighters and Kelis. The product range was

INDUSTRY NEWS

HUBACO ACQUIRED FIELDCANDY BRAND

expanded to include swings, sunshades and play tents. The FieldCandy brand and products fit neatly with Terra Nova Equipment’s existing brand portfolio, which includes Terra Nova and Wild Country tents, and Extremities clothing. Andy Utting, managing director of Hubaco Ltd said: “We are delighted that Hubaco Ltd could take on this leading outdoor product manufacturer. Acquisition of FieldCandy will allow us to further diversify our offering.” Production of FieldCandy tents will remain in the UK based at Hubaco Ltd’s Alfreton premises. The full range of FieldCandy products can be found at: www.fieldcandy.com

WIN A TRIP TO THE HOME OF UK TRAIL RUNNING

rail running brand inov-8 has launched its biggestever competition with seven lucky winners set to scoop an all-expenses-paid trip to the Lake District - the home of inov-8 and UK trail running. The GET A GRIP COMPETITION provides runners with the opportunity to win a five-day experience (June 30th – July 4th 2017) that money can’t buy. Winners will learn tricks of the trails from international inov-8 athletes and high-profile

ambassadors, gain a unique insight into the inner workings of a multi-award-winning brand and be among the first to test innovative new running products in footwear, apparel and equipment. The lucky seven will also form #TeamGetAGrip and take part in the Skiddaw Fell Race. This classic nine-mile Lake District event combines both trail and fell running on the slopes of one of England’s highest peaks. Staying in the heart of the

Lake District, winners will learn all about the fells and mountains that tower high above, hear stories from those who’ve run incredible record times over their summits and, of course, get out to experience the network of thrilling trails for themselves. inov-8 marketing and product director Michael Price said: “From Keswick to Kendal and all in between, inov-8’s iconic footprints have been etched into the Lake District trails since 2003. By delivering the very best in grip, we’ve

become the shoe of choice for those tackling everything from traditional Lake District fell and trail races to the 24-hour Bob Graham Round. “Now we’re offering seven lucky winners the chance to come and join us at the home of inov-8 and UK trail running. For the competition winners this will be a truly unique, unforgettable experience in one of the world’s most incredible running environments.” To enter the competition visit: www.inov-8.com/GetAGrip

WINNERS ANNOUNCED AT THE OIA CONFERENCE GALA DINNER

ollowing finalist products being on display to 50,000 consumers at The Outdoor Adventure & Camping Show, the winners of this year’s UK Outdoor Industry Awards were announced at the OIA Conference Gala Dinner in Harrogate. The winners across the 10 categories are as follows: •Accessories - Trekmates Mountain Pod •Backpacks/Travel Luggage - Lowe Alpine Ascent Superlight •Camping Equipment - Aquaforno Piccoloforno •Clothing - Rab Kinetic Plus •Climbing Equipment - Edelrid Bulletproof •Digital Product - Ordnance

Survey OS Map •Footwear - Hangaw Cameros Wide •Family - Vango AirHub Hex Gazebo •Sleeping - Snugpak Cocoon •Tents - MSR Access 2 Backcountry From these 10 winners, the panel of expert judges (including specialist outdoor retailers and journalists), selected Lowe Alpine’s Ascent Superlight pack as the overall ‘Product of the Year’. The incredibly clean and modern looking zip entry pack has TriShield® Superlight fabric panelling throughout offering the ultimate protection from the elements. The active shoulder harness allows full body movement with no loss in

carrying comfort and the large bat wings aid stability. Weighing in at 0.54kg, the Ascent Superlight is believed to be the lightest alpine climbing pack of its type, allowing users to move faster, climb harder and tick every project. One of the judges, Jon Doran of OutdoorsMagic said: “It’s a pareddown distillation of everything Lowe Alpine has learned about pack-making over the past 50 years. Light and tough with some genuinely innovative touches, but not at the expense of real world usefulness. And it looks really cool too.” Prior to the public vote, over 100 entries in 10 categories were shortlisted by a panel of expert judges (including specialist

outdoor retailers and journalists) at the Outdoor Trade Show (OTS 2016), the UK’s largest outdoor trade exhibition. The products were also on display to over 50,000 consumers within a dedicated area at The Outdoor Adventure & Camping Show at ExCel in London last month. The UK Outdoor Industry Awards is an initiative launched last year by the Outdoor Industries Association (OIA), in association with the Outdoor Trade Show (OTS) and The Outdoor Adventure & Camping Show. The 2018 Awards will be open for entries shortly. For further information, please visit: outdoorindustriesassociation. co.uk/awards.

04 04_News.indd 2

28/03/2017 16:19

EXHIBITOR BOOKINGS RISE FOR OTS 2017

he outdoor industry exhibition, OTS 2017, is all set to be another successful year thanks to variety of new and existing brands that have signed up to showcase their product ranges to retailers, over five months ahead of the opening day - the latest floor plans and booking form are now available to download at www. outdoortradeshow.com. Taking place from Tuesday 11th to Thursday 13th July 2017 at Stoneleigh Park in Warwickshire, many of last year’s exhibitors have rebooked and some have

even significantly increased the size of their stands, including Craghoppers, Lyon Equipment, Mountain Boot Company and Regatta. Regular exhibitors, returning to OTS for the 12th year in a row, include Arctic Fox, Buffera, Burton McCall, Keela, Lyon Equipment, Mycoal, Nikwax, Rosker, Snugpak, Trespass, Vango and Whitby & Co. New exhibitors, looking forward to attending OTS for the first time include: Accapi Group, Dolomite/Scott Running, Falke, HJ Hall, LedLenser, Outdoor Research. As announced previously,

in a move to further embrace the extraordinary work of the Outdoor Industries Association (OIA) and become more representative of the whole trade, OTS has gifted the trade association a share of the show’s ownership. As a result of this new partnership, OTS organisers are offering an early bird discount to OIA members booking before 20th March 2017. Those interested in joining the association can email info@theoia.co.uk for further information. OTS brings buyers and sellers together under one roof and attracts the key players of the

outdoor industry, providing a fantastic opportunity for distributors and manufacturers to showcase their new and existing product ranges to over 1,000 retailers. The annual ‘one stop shop’ exhibition also allows retailers across a variety of markets to see a wide variety of brands presenting clothing, footwear and accessory products in the exhibition halls, at the same time as allowing camping retailers to browse through the hundreds of tents and awnings on display outdoors. Online visitor registration will be open shortly.

People

n Bradshaw Taylor has appointed Sonia Prior as sales director for its outdoor brands. Sonia will be responsible for Sherpa Adventure Gear, Icebreaker, Black Diamond, Royal Robbins, Keen and Schöffel Ski, working with retailers around the UK and Europe and from Bradshaw Taylor’s offices in Oakham, Rutland. Sonia joins from Amer Sports, where she has held a series of roles since 2000, including UK general manager for Salomon and Bonfire and, most recently, key account manager for all Amer brands in the UK. n The Faction Collective, a fast growing brand in the ski industry, has made two key appointments to its senior management team. Olivier Gouby joins the executive team as global sales director, and Josh Rhea joins as Sr. manager of global digital and North American marketing. Olivier brings proven experience to the role, having recently been running Salewa’s global sales team. Prior to this, he was responsible

for driving Nørrona’s European sales team, and building a complete in-house sales force. Josh brings a range of experience from Powder Magazine, Backcountry.com, Black Diamond, and most recently where he was responsible for digital demand generation for YETI which finished 2016 with growth outpacing the industry. n In line with the company’s strategic directions to improve customer focus, build a well-balanced premium distribution and strengthen its brand equity in a global market, Haglöfs has hired Damien McConville as its new country manager in the UK. “In Damien McConville we have found a commercial and brand driven strategist with the capability to locally execute on our global strategic initiatives. Surely he will strive to both exceed customer expectations and fulfil the needs of the modern consumer. We wish him a very warm welcome to the Haglöfs team”, said Fredrik Ohlsson, Global Sales Director at Haglöfs. He joins Haglöfs on May 2, 2017. n Jackie Bryson, CEO of the Mountain Training Trust and Plas y Brenin, Sport England’s national centre for mountain sports in Snowdonia has been confirmed as the latest member to join the OIA Board.

She is also a board member of SportNI, the public body responsible for the development of sport in Northern Ireland. Jackie was previously strategic lead for Strategy at Sport England, with involvement in the development of their ‘Towards an Active Nation’ strategy. She brings a range of governance experience, with membership of a range of boards over a 15 year period.

n Distinguished creative writer and outdoor filmmaker, Claire Carter, has joined the Outdoor Industries Association (OIA) in a newly created freelance ‘communications’ role that will improve resources for members and help to boost the overall visibility and marketing activities of the Association. Claire’s appointment coincides with CEO Andrew Denton taking on new responsibilities as Secretary General of the European Outdoor Group’s ItsGreatOutThere Coalition (IGOT). Claire will step in to support Andrew’s OIA

activities and help to represent the OIA at key outdoor events. n PrimaLoft, the specialist in providing comfort solutions with high-performance insulations, fabrics and yarns, has announced the addition of a new member to the European sales team. Wim Neels has been appointed as territory sales manager for UK, BeNeLux and Denmark. Wim Neels will manage and grow the PrimaLoft business and develop strategic partnerships with key customers in the UK, BeNeLux and Denmark, operating from his home office in Oudenaarde, Belgium. n Sealskinz, the British endurance accessories manufacturer, has announced that Jake Burton, formerly of Hunter, has joined the business as an area sales manager. His territory will cover the North East of England and South East Scotland. Prior to joining Sealskinz, Jake enjoyed a successful eightyear career with Hunter most recently in the role as area sales manager for Scotland. We’re delighted to welcome Jake to Sealskinz. His sales experience combined with his passion for the great outdoors makes him the perfect addition to our UK sales team,” comments Gareth Jolly Head of UK Sales at Sealskinz.

05 04_News.indd 3

28/03/2017 16:19

ISPO REVIEW

ISPO ENJOYS SIX PER CENT INCREASE IN VISITORS

n the first week of February more than 85,000 visitors from 120 countries and 2,732 exhibitors from around the world turned Munich into a gathering for the international sports and outdoor industry at the ISPO trade fair. These visitor numbers represent an increase of six per cent proving that this was another bumper year for ISPO. The outdoor halls, which were the main focus for SGB Outdoor were full to bursting and of the 20 or so brands who we met and spent time with all reported a successful show with good leads and inquiries. Some of the brands we visited had the following to say: UK sales & marketing manager for Columbia Sportswear Eoin Treacy said: “This year the

engagement with visitors on our stand was overwhelming. The outdoor sector is really holding up well in the current climate and it was encouraging to see that there was a real interest from the UK trade. One product on Columbia’s stand was particularly popular with ISPO visitors. “What received a lot of interest was our Powder Lite Jackets and the PFC free Outdry Extreme Eco,” Eoin reports. Sales and brand manager for Sherpa Toby Davies said: “The show went really well for Sherpa. The stand was busy all the time with new and existing dealers and there was a really big buzz about our brand and our new collection. Our blend of outdoor and lifestyle was well received – with Sherpa you can

have both form and function in the outdoors. Our hand knit pieces proved very popular, as did some of our new prints – all of which stand out with our unique Nepalese handwriting.” Sales and brand manager for Royal Robbins Chloe Ticehurst said: “We were delighted to get a lot of interest in our eco-conscious technologies. In particular, buyers were interested in our nonfluorinated DWR treatment on our waterproof items. We had a lot of comments on the styling of the collection – technical and functional but very wearable for everyday use, particularly for travel.” On behalf of Maier Sports, Linda Torstensson of Hej International said: “Despite current events, there is still

optimism and boyancy in the market. For Maier Sports in particular, there was a lot of interest, much of this from English speaking people. For Maier the UK is the next big market so it was all very positive. Maier Sports is known as The Fitting Specialist with 57 different sizes in their range and this peaked the interest of a lot of people.” Osprey PR Coordinator Vicky Swyer said: “Osprey welcomed an array of visitors to ISPO while showcasing a wealth of versatility into the F’17 range. The latest update to our Travel series, Transporter, caught the eye of those walking past with its design. Our newest addition to Everyday & Commute, 24/Seven Kickstand, was recognised as taking packs to the next level of ventilation and performance.”

06 06_Ispo_Review.indd 2

27/03/2017 16:33

ISPO Munich 2017 put emphasis on women in sport and outdoor while electronics in sporting and outdoor equipment were a big drawcard for show visitors

IN BRIEF… n This year’s ISPO Munich reported more international support than ever including a growing numbers of British visitors. The largest increase in visitor numbers came from Italy, Russia, Great Britain, China and the United States in that order. n According to Gelszus Market Research 97 per cent of visitors gave the exhibition a rating of good to excellent. n A total of 2,732 exhibitors – also a record – presented their products and innovations at the fair which is an increase of three per cent compared to 2016. n A trend in electronics that has

been growing in recent years is also continuing: According to Messe München CEO Klaus Dittrich: ”Electronics continues to make its way into the sporting goods sector more noticeably than ever.” n Some products incorporating electronics included ski poles equipped with sensor technology, virtual-reality headsets for a more emotional shopping experience and a digital ski trainer in an inlay sole. n Women in sports, both as industry executives and as a target group, were an important central theme at this year’s ISPO Munich.

n Organisers believed those who neglect women, miss out on crucial avenues of revenue and this year’s trade fair took a step towards correcting this trend.

manufacturers such as VAUDE and Garmin and a lecture programme geared toward women attracted female visitors in large numbers.

n Highlights included topicspecific lecturers as part of the ISPO Academy, a guided trade fair tour for women and plenty of opportunities to network to name a few.

n In the outdoor halls the focus was on sustainability and corporate social responsibility a theme that is becoming evermore important to outdoor brands and consumers.

n One highlight was the Women’s Lounge, which was a meeting place that allowed a large number of female industry representatives to make new contacts.

n Most brands are now taking an environmentally friendly approach to the manufacture of their products and Greenpeace’s praise for the outdoor industry in its PFC Revolution report was a clear indication of this. (See page 10).

n Special tours to the stands of

07 06_Ispo_Review.indd 3

27/03/2017 16:33

ISPO AWARDS

THE OUTDOOR PRODUCT OF THE YEAR AT ISPO MUNICH 2017 RIBELLE TECH OD BOOT FROM SCARPA

he RIBELLE OD is said to have the widest mountain usage range: from trekking to mountaineering. It is described at the new all-round, all-seasons boot for professionals and outdoor lovers.

ISPO judge Piotr Turkot, 4outdoor.pl, managing director said: “This boot combines lightness, amazing fit, durability, and sophisticated technical construction and features. It is the perfect all-round mountain boot choice.“

WHAT THE WINNERS SAID Richard Leedham, Berghaus brand president, on winning a Gold award for its Hyper 100 Jacket “This is the 11th major industry award that Berghaus has collected in under five years, which is a fantastic run of success. The Hyper 100 jacket is another great example of the phenomenal product innovation that consistently emerges from our MtnHaus team and we are delighted that this hard work and relentless commitment to excellence has been recognised by the ISPO Awards jury.”

Maximilian Nortz, Black Yak managing director international business - Europe on winning Gold for its Heavy Duty Down Jacket and its Signature Jacket and an Award for Vivid Jacket “These awards show that we aren’t resting on our laurels. We continue to develop top products, discover new materials and improve details on existing products in the collection. We are very happy to win another three prizes.”

Viktor Wramdemark, business area manager footwear and hardware at Haglöfs on winning Gold for its Grym Keprotec GT Trekking Boot “Grym means awesome in Swedish and it is quite an appropriate name for this amazing boot. It is made from a distinctive combination of materials resulting in a lightweight, waterproof, durable, quickdrying boot that is very comfortable on the foot. It is also equipped with a unique RECCO application that makes you searchable in the outdoors. It really deserves this award.”

Richard Collier, chief product officer at Helly Hansen the ISPO Award for the brand’s Expedition Parka “Light-Flex technology is a great addition to the safety features designed into Helly Hansen products. The technology is perfectly aligned with our approach of designing professional grade gear with the best technologies possible.” Odlo on winning an ISPO Award for its Evolution Windshield “Odlo’s new Evolution Windshield is an innovative range designed to meet the needs of high-speed sports. The underwear has seamless, elasticated inserts in the areas that are most exposed to the wind (chest, shoulders and knees), providing excellent protection against cold temperatures and unpleasant wind chill.” Giordano Vechiet, product manager equipment Salewa on winning an ISPO Gold for its Ultratrain 18 BP backpack “Our solution is a backpack with the close fit of a trail running vest and the volume of a hiking pack. To achieve this, the Ultra Train 18 features an innovation, the Twin Compression System. It allows you to easily squeeze and snug the backpack to your back using two adjustment straps. Breathability and freedom of movement are guaranteed via the split design of the shoulder straps and extensive use of OrthoLite foam for shoulder and back contact area.”

08 08_Ispo_Awards.indd 2

27/03/2017 16:35

ISPO Gold winners Katadyn: BeFree Water Filtration System Ternua: Craddle Jacket PYUA: DIVE-Y Pullover Haglöffs: Grym Keprotec GT Trekking Boot Blackyak: Heavy Duty Down Jacket Blackyak: Signature Jacket Berghaus: Hyper 100 Jacket Descente Allterrain: Mizusawa Down Jacket Descente Allterrain: Boa Shell Jacket Wild Country: Revo bi-directional assisted locking belay device

The North Face: Summit L3 Ventrix Hoodie Kathmandu: Terrane Adapt Pack Devold of Norway: Tinden Spacer Jacket Salewa: Ultratrain 18 BP backpack Baabuk: Wool Boots

ISPO winners Sea to Summit: X-Seal & Go Collapsing Container Blackyak: Vivid Jacket Devold of Norway:Trollkyrkja Jacket Yeti: Raa Raincoat CamelBak: Quick Stow Chill Soft Flask Primus: PrimeTech Stove Set Mammut: Norwand Light Mid GTX boot Petzyl: Noctilight accessory SunnyBAG: Leaf+ solar backpack Nitecore: LA 10 lipstick shaped lantern

Fjällräven: Keb Expedition down Jacket Descente Allterrain: Karuishi Parahem Hoodie Berg Outdoor: Jindo Burel sneaker Edelrid: Jester Comfort harness Krosstorm: Intelligent warming padding jacket Arctos: Fire Ball Hybrid Pant Arctos: Fireball Hybrid Jacket Helly Hansen: Expedition Parka Odlo: Evolution Windshield Peak Design: Everyday Backpack Sea to Summit: Comfort Plus SI Mat self inflating mattress Cafflano: Cafflano Kompact advanced coffee brewer Edelrid: Balance Crashpad Contigo: Autospout Chug Water Bottle Reusch: Arktika Expedition Mitten

Berghaus’ Hyper 100 Jacket (also pictured above right) won ISPO Gold. Pitured above left is the Blackyak Heavy Duty Down Jacket which won ISPO Gold

09 08_Ispo_Awards.indd 3

27/03/2017 16:35

PFC FREE INSIGHT

BREAKING FREE

Fjällräven is one of the brands which has committed to Greenpeace’s Detox campaign

10 10_Greenpeace.indd 2

27/03/2017 16:37

ast year SGB Outdoor reported on a warning from Greenpeace about the prevalent use harmful chemicals, particularly per and polyfluorinated chemicals (PFCs) in outdoor clothing. A year later and things are starting to change with several smaller brands led by UK outdoor specialist Páramo committing to the Greenpeace Detox campaign. Páramo won the Guardian’s Sustainable Business Award in the ‘Bold Move’ category for becoming the first outdoor brand to commit to giving the boot to PFCs. It was followed closely by other smaller brands including Pyua, Rotauf, Fjällräven, R’ADYS and Dannah which now have entire collections of functional weatherproof clothing that are PFC-free. And in a recent development, the specialist in PFC-based waterproofing technologies, Gore Fabrics, has committed to eliminate PFCs/PFCs of Environmental Concern from its general outdoor waterproofing laminates by the end of 2020 and from its specialised outdoor waterproofing laminates by end of 2023. This move, which is seen as a game changer by Greenpeace, will see Gore develop new, more environmentally friendly technologies, for both weatherproof membranes and durable water repellent coatings (DWR). Greenpeace’s campaign which is the focus of its 2017

report – PFC Revolution in the Outdoor Sector – is said to have the backing of hundreds of thousands of outdoor enthusiasts from around the world who have asked their favourite outdoor brands to stop using PFCs in outdoor gear. These environmentally hazardous PFCs have earned the wrath of outdoor lovers due to the threat they pose to living organisms, pristine environments, water, air and dust. According to Greenpeace’s report, since it first addressed the outdoor sector about the issue in 2012, there has been a dramatic increase in the number of PFC-free alternative technologies and products on the market, and in the number of outdoor brands which have set PFC elimination timelines.

PFC free products Outdoor brands have historically used PFCs for their waterproofing and dirt resistant properties, both in Durable Water Repellent (DWR) coatings on the outer layer and in waterproof membranes. According to the Greenpeace report, the first outdoor brand to make a commitment to Detox was the UK brand Páramo, followed by Rotauf and Vaude, the first major outdoor brand to commit – all of Vaude’s products will be PFC-free by 2018 with 95% of apparel in its 2017 summer collection PFC-free. Another major brand Jack Wolfskin aims for 100% of its entire collection to be PFC-free by 2020.

So far, no other major outdoor brands have committed to Detox, as detailed on Greenpeace’s Detox Outdoor website though many have public statements and plan to eliminate PFCs. There are also some other examples of PFC-free products on the market from brands including Helly Hansen, Berghaus, Maier Sports and Nau.

Alternative technologies Since Greenpeace released its report “Chemistry for any weather” in 2012, there has been an increase in the number of alternative technologies that do not use PFCs available on the market, both for membranes and for DWR finishes. However Greenpeace makes clear that there is still a lack of public information on hazard assessment and evaluation of the chemicals in some of the alternative technologies being used. Many of these suppliers are also working to increase the sustainability and environmental performance of these technologies, including: the use of renewable technology; screening of ingredients for hazard, and the inclusion of plant-based materials; and aiming to “close the loop” by increasing the recycled content of the materials used and ensuring their recyclability. Greenpeace believes that the commitment by Gore Fabrics, is set to transform the sector in the longer term “so that ultimately, hazardous PFCs will no longer

be used in outdoor products”. Christian Langer, member of Gore Fabrics’ divisional leadership team, comments: “By adopting the ambitious goal to eliminate PFCs of Environmental Concern from all of our consumer fabrics products we are underlining our decades long commitment to continuously improve the environmental profile of our products. Together with our suppliers, we intend to achieve our goal through an aggressive innovation program that will entail the development of new DWR treatments and membrane materials. The Greenpeace report concludes: “The progress so far towards technologies free from hazardous PFCs – though not yet complete – shows that transforming a sector can be achieved in a relatively short time, if the relevant stakeholders are willing to act together responsibly. “Consumer demand has driven the need for brands to find alternatives and spurred the rapid development of PFCfree technologies by suppliers. “It is a good example of how consumer pressure has encouraged the responsiveness of brands and suppliers to develop and implement better solutions and can be a showcase for other sectors to achieve similar transformations. “Other industries that use PFCs, as well as those using other hazardous chemicals, could learn from this example and take on such a challenge to transform their own sector.” n

Greenpeace scientists test water and snow samples Copyright Greenpeace Christian Breitler

11 10_Greenpeace.indd 3

27/03/2017 16:37

KIDSWEAR INSIGHT

GIVING KIDS AN OUTSIDE CHANCE

12 12_Kidswear.indd 2

27/03/2017 16:39

The Kozi Kidz story Linda and Tomas Torstensson were working for Paramount and Universal Pictures in Sweden before they met and founded the now global brand Kozi Kidz. Linda said: “Living in Sweden opened my eyes to the way families and kids are brought up over there and the way that people live with the outdoors and nature in a completely different way to the UK. “In Sweden, kids are always going out, no matter what the weather, and the onus or responsibility is on the parents to make sure kids were properly attired. “If it rains they go out – parents just have to make sure they have the right waterproof. If it snows they go out sledging in the fields and need to be properly kitted out. “They have a completely different attitude and we were watching the news in the UK and realised the kids were indoors, were not active enough, were not outside enough and the disadvantages of that. “We saw a gap in the market, which is how we then started Kozi Kidz. That was in 2008.

he only thing that should stop kids from braving miserable British weather is bad outdoor gear. But nowadays more and more parents are making sure their kids are properly kitted out and at ISPO Munich it was clear many brands are meeting this demand head on. Nature parks and adventure centres feature highly on a favourites list of places to have a party. In addition, camping is rising steadily as the Staycation – often a cheaper, more fun and outdoor holiday – gains a strong foothold. Aside from that, according to the RSPCA there are around 8.5 million dogs in the UK so it’s no laughing matter when we are referred to as a nation of dog walkers. It’s no surprise then, that parents are seeking to equip the whole family for outdoor pursuits whether its in the evening, on the weekend, or during school holidays. Maria Frykman Forsberg, the CEO of ISBJÖRN of Sweden, a children’s brand which has just launched into the UK, says: “Our mission is to equip the adventurer of tomorrow. That means we want the kids to really enjoy being outdoors. That way they love it through their youth and they will love it as adults. Then they will also be responsible adults who may well have the power to take decisions

about our environment.” Linda Torstensson, a British woman who together with her Swedish husband founded the Kozi Kidz in the UK 10 years ago, agrees that there is a growing desire among British consumers to get kids outdoors and this means they are becoming more aware of what they need and what to look for in outdoor clothing. “The rebirth of the Forest school in the UK means there is much more focus on outdoor learning and that is a big area for us, where people need kit that is actually waterproof (keeping the water off) and not just water resistant (where some seams might not be leakproof).” However, Linda still believes there is an education gap one that the domination of the outdoor industry by mountain climbers, does little bridge. “We want to send a message that the opportunity to be outdoors is something for everybody. In Sweden and especially Norway, they are out every weekend on cross country skis and that’s a very normal thing to do. In Germany, going out for a walk in the forest is a very normal German pass time. The UK is much more a nation of dog walkers because there is a huge percentage of households that are dog owners and they all have to go out. “From pre school all the way through to the more active generation, there are so many benefits to getting out whether

it’s a 10-minute walk every day or a weekend hiking expedition.” Isbjorn and Kozi Kidz are not alone in capturing the children’s market - one which by its very nature will have 100s of thousands of new consumers every year. At ISPO, Didriksons was one of many to put substantial emphasis on kids’ ranges. John Wright UK sales manager said: “We at Didriksons take children’s outerwear very seriously, it is part of what we do as a brand, we understand children. We go to great lengths to ensure that we use and maximise environmentally friendly processes, treatments and fabrics. “No matter what the season we design stylish functional clothing enabling children to be fully protected, dry, warm and safe so that they can enjoy being outdoors, having fun and follow their dreams no matter what the weather throws at them.” Keen’s product line manager EMEA Selim Say said: “The Children’s footwear market is important for Keen and the junior collection emulates the brand’s core values of quality, protection, fit and durability. The SS17 collection features a diverse range of versatile footwear desired by kids and loved by parents, comprising a comprehensive choice of open and closed toe styles, in sizes to cater all the way from tots through to teenagers. n

Kozi Kidz offers a range of waterproof, windproof and allround weather proof clothing for children including early years and is available in over 30 countries. As a spin off from Kozi Kidz, Linda and Tomas now represent three other outdoor brands under the umbrella of the distributing company Hej International. The three brands are US sock brand Wigwam socks; the Canadian footwear specialist Kamik and the ‘fitting specialist’ Maier Sport. All have children’s range.

Keen’s Moxie kids sandal and Kozi Kidz ranger of outdoor waterproofs Opposite page: ISBJÖRN of Sweden’s children’s range has just launche in the UK

13 12_Kidswear.indd 3

27/03/2017 16:39

have just returned from the ISPO trade show and am preparing for the OIA annual conference – the buzz-words on the street are ‘Volatile & Uncertain’ . We are still in the middle of Trump’s extraordinary first few weeks in office and the ripples are felt as much in the outdoor world as in any business. It’s not just political uncertainty that is around the corner, Trump is on record as a non-believer in climate change and the American OIA has put out a clear message of concern about the new administration’s position on many key environmental and recreation issues. Let’s hope that the UK Government continues to support and protect the environment and Outdoor Recreation regardless of the ‘special relationship’. So how is that political uncertainty felt here specifically by the UK Outdoor retailers? Clearly the most immediate concern is pricing – importers, distributers, even UK-based brands are all reviewing prices upwards, with the GBP in a downward spiral, despite the general economic indicators remaining strong, the buying value of the pound in USD and Euro is 20% less than it was.

OUTDOOR ASSOCIATION

The heart beat of the trade by Andrew Denton – CEO of the Outdoor Industry Association The margins simply are not there to absorb that. Some of the larger brands, thinking long term and with global currency exchange available to smooth out the peaks and troughs may be able to hold prices, many more cannot and you will have to pass on the prices – or will you need to review the brands you stock? I first started working in the industry in the 1980s – then a Gore-Tex jacket cost a month’s take home wages, now it costs a week’s. Despite what many customers complain about I think they get extraordinary value in our sector, real prices

have tumbled whilst product performance has increased. You have more choices as a retailer than ever before, international brands, new brands, non core outdoor brands exploring the outdoor sector. You might consider now is a chance to champion service, selection, specialist advice and try to increase price perception to your customer base? Or you may decide to look at new brands offering value for money and a level of perfectly acceptable performance and an amazing price. Whatever you do there is one

thing in business that remains true regardless – ‘If you keep doing the same thing, you will keep getting the same results.’ In a time of significant change in the shopping environment it is important to review your own business plan, how do you intend to respond, what are the threats and the opportunities this time brings? I have been talking to retailers here at the show, specifically about independent stores – is the tide turning? Whilst there is no doubt the small independent market has been decimated of late, it appears that the great specialsits are making a small but marked come-back? Independent sales are up in several key marker stores, especially online, their forward orders are up, there is a rumor that customers are returning, wanting to shop in store and get that informed, personal service and expertise. Could it be we have reached the nadir of change and a new breed of super high quality store can rise out of the change? I do hope so, the industry needs specialist independent stores, it is the heart beat of the trade - it’s one of the most positive stories I’ve heard here at ISPO. Write to me at: andrew.denton@theoia.co.uk

14 14_Outdoor Association.indd 2

27/03/2017 16:40

s more and more businesses embrace eCommerce and/ or source their own label goods the question of warehouse and fulfilment solutions is being asked more frequently within our industry. Logistics can make and break e-commerce businesses. It requires serious logistics skills in order to get those boxes delivered to your customers every day, intact and on time. And it’s not something that you can learn from reading books. It’s a constant fight to meet customer’s expectations to optimise performance and minimise cost and wastage, while meeting the expectation of the customers who’re spoiled by Amazon. When it comes to order processing, warehousing, and transportation, there are basically two options – you have the option of doing it yourself through your own warehouse or outsourcing it a third-party party logistics company (3PL). So lets take a look at each solution:

Warehouse Location When you build or purchase your own warehouse, you have the option of choosing a location that is convenient or close to your business’ headquarters. This allows you to better detect or rectify quality problems. It also allows you to spec the building for your requirements and put in place the relevant elements that are specific to your organisation. Warehouse costs Owning your own warehouse space will not only save you money but it will also be the most cost-effective choice longterm. The overall benefits of managing the logistics yourself are far greater than outsourcing to a third party. Plus, there are a variety of warehouse management software today that can help you track inventory and custom orders to ensure order accuracy. However, the costs associated with this infrastructure are often prohibitive (particularly for small business). Owning or renting the space, staffing the warehouse,

3P LOGISTICS

Paul Sherratt of Solutions for Sport looks more closely at Third Party Logistics solutions purchasing and implementing the required software and putting in place efficient systems all tie up cash and require expertise. Direct control Of course, one of the biggest benefits of owning your own warehouse space is having direct control over your staff and inventory. You can personally ensure that your products are stored, handled and taken care of properly. You will also have an intimate knowledge of the products and are much better placed to solve any issues whilst on site.

Third Part Logistics Using a 3PL provider offers different advantages. The biggest is that by handing over these logistics, you can focus on other aspects of your business such as sales, marketing and product development. Outsourcing 3PL leaves you with more time and resources. Here are a few other advantages: Logistical expertise A third party logistics company is experienced in price negotiation and is knowledgeable in warehousing and distribution management. Companies working with them can benefit from their experience and the access they have to the latest technologies in things like inventory management, tracking, and reporting. Especially if you’re just starting out, who better to take care of your logistics than a company that specialises in

them? Fulfilment, warehousing and shipping come with major challenges of their own, so handing it off to the experts can really make a difference in the way you function – and it leaves you to focus on increasing your overall value to your customers. Lower initial costs Utilising a third party logistics company can save you the initial out-of-pocket cost of purchasing or building your own warehouse. On top of that, a third party logistics company can also get you better transport rates through volume discounts, saving you money. Scalability Besides optimising the logistics of your company, a third party logistics company can also easily scale and adapt to your business’s continuing growth. This provides you the ability to scale space, labour and transportation according to your inventory needs.

Conclusion Reviewing both options may well depend on where your business is in its development cycle. As a start up/small business then its quite clear that a 3PL solution is probably preferable. You will need to ensure that you have a clear understanding of the space required, number of parcels you are likely to be storing/sending etc, but you have the advantage that a 3PL solution can easily scale to accommodate your growth. With this in mind, it makes

sense to look at 3PL as a support system for your business. It should, however, probably be your long-term goal to handle your logistics in-house by hiring specialised people. However, until you have those kinds of resources, working with 3PL is a good way for you to focus on what you do best at the early stage of your business and let 3PL handle your order fulfilment. However if you have already embarked on the in-house route and/or still want to maintain control (even at an early stage) there are some key pointers to ensuring that you better manage your in-house logistics: • Apart from box storage, make sure you have enough space to layout the orders and other paper work • Set a realistic expectation of the customer on the product page upfront. Tell them on the product page that in how many days will the product be delivered to the customer. Remember, you must always look to under-promise and over deliver • Be as transparent as you can. Tell the customers whether it’s going be shipped from a designer or from your own warehouse, tell them where the facility is located. • There are always times when things get delayed. Be proactive and make sure that the customers stays updated. • Use software such as Quickbooks to manage inventory to work with manufacturers and vendors better • If you make an error, give discounts, give free shipping or anything to compensate for a bad shipping experience of a customer. • Most important, maintain higher average profit margins, so that even during the days of lower sales volumes, you can still bear the cost of your in-house logistics.

Still ready for 3PL? Gather your core information and look at various options before settling on the right one. Make sure they can support your needs and that you are comfortable working with them. Hiring a 3PL company to take care of your logistics can really improve your supply chain and increase sales. Take the time to weigh the pros and cons, and to ensure a good fit between you and your third-party logistics provider. n

15 15_Paul Sherrart.indd 3

27/03/2017 16:40

KATE LEEMING INTERVIEW

THE CYCLE OF LIFE

ntrepid explorer, adventurer, journalist and academic, Dr Kate Leeming, is about to take on a gruelling challenge to cycle across Antarctica. SGB Outdoorâ&#x20AC;&#x2122;s Simon Millet caught up with her at the Melbourne Park Tennis Club Kate has already cycled the equivalent distance of twice around the world at the equator, including 22,000km across Africa, 25,000km across Australia, and a five-month cycle across Russia. And now, her next challenge is a 1,800km cycle across the Antartica via the South Pole.

16 16_Interview.indd 2

27/03/2017 16:42

Describe your next challenge “Breaking The Cycle South Pole”? “It will be the first bicycle crossing of the Antartica continent via the South Pole. The Antartica has always intrigued me, combined with looking for new challenges. To date it has been an impossible dream, however with the technology, the current team, and my experience from previous expeditions I’ve done, I feel I am ready for this challenge.” What can you tell us about the bike you will be using? It’s a ‘Fat Bike’, designed in America by Christini Technologies which is used in extreme snow conditions. It’s got 12cm wide tyres and obviously more flotation. It’s a two-wheel drive on an all wheel drive. It isn’t designed to go faster, just helps conserve energy.

Explorer, adventurer, journalist and acadmeic, Dr Kate Leeming has taken on many cycle challenges across the globe

Below: SGB Outdoor’s Simon Millet met up with Kate Leeming on a recent visit to Australia

You will be cycling a distance of 1,850km with tempretures as low as -40˚, how do you prepare for this? I did a test run back in 2013 in Spitsbergen in the Norwegian Islands in 2013. We got to temperatures close to what we can expect in Antartica, so that was a good test in confirming I could cope with these conditions. Since then I have done altitude training in Ladakah in the Indian Himalayas, as well as sand training in Australia and am off to Greenland next month for more intense training. I also work out daily in the gym. What is really important is to get the clothing right and I have been working with Mont an Australian Brand on the outwear, Wildernesswear on the baselayers, and Velocity on the cycling clothing. How will you record this? I am working with a team of three other people who will accompany me on this challenge, Claudio Von Planto, a well known filmmaker, who will be putting a documentary together, as well as cameraman Stuart Kershaw.You will be able to follow me through an app, as well as daily posts on my facebook page. We will also have a lot of international interest throughout the journey which will be reported across a number of mediums.

Tell us a bit about the charity, you are working with? I am working with YGAP (Young Generation Against Poverty) to help local entrepeneurs and leaders to improve the lives of those living in poverty, My Breaking The Cycle South Pole, expedition will become a major fundraising initiative for YGAP specially supporting local leaders to improve access to education in some of the world’s toughest communities, funds raised will be channelled into ventures that can… n Remove barriers to education n Provide children with the resources they need to stay in school n Increase their capacity to succeed. What adventure has been your favourite to date? That is a really hard one to answer, My first cycle was a cross Europe, this was a way of seeing Europe, and that really was what got me into looking for new challenges. Australia was very dear to me, being my country and I had such support from people along the way. I started in Canberra and by the time I had got to my home farm had travelled 17,000kms and then went back to Canberra. However Africa has to be my favourite, I travelled 22,000km through 20 different countries, and the challenges we had along the way made it even more exciting, but I had a great team supporting me. It was an amazing journey and one of the most culturally diverse continents on Earth. I have been fortunate on all these expeditions to have a great team that has recorded and filmed every moment, and supported by a detailed publication. When times are tough on the journey what motivates you to carry on? I think one of the main things is to remind myself about the charity behind this and what difference it will make to the beneficiaries. Also I owe so much gratitude to the people who support me and our many sponsors who have helped this to make all my trips possible. I also feel very privileged to be able to do what I love.” n

17 16_Interview.indd 3

27/03/2017 16:42

OVERVIEW ORA

STAR PRODUCTS:

Words: Simon Millet

n New to the show is the Earth Tent http://bit.ly/2mXaGRd n The quintessential Aussie pack – The Mungo backpack http://bit.ly/2nFXuQA

DOWN UNDER WITH THE ORA

he annual Outdoor show, Outdoor Retailer Australia, is now in its 28th year and takes place on June 18-20 in Sydney. It attracts over 1,200 retailers with over 100 exhibitors across many hundreds of brands. I have just returned from an extended vacation in Australia, and while there decided to take a closer look at what it is that makes the outdoor market such a vibrant industry that, it seems is a big focus for the UK/European brands to have a presence. To really comprehend the market, and why it is so vibrant growing year on year, you have to understand the Australian culture. Australia is about the “outdoor living”, holidays are all about camping, trekking, caravanning,

and this is inbred through the generations. Combined with all the outdoor activities such as fishing, skiing, cycling, boating, you start to realise both how big the market is and its potential. The population is only 25 million but the estimate of the outdoor market for clothing, footwear, equipment and accessories is anything between $2 and $3billion depending on who you talk to. Furthermore the Australians are serious about their sport and are happy to invest significantly more in premium product and it seems are very supportive of Australian brands. I met up with a few of the Australian companies. Wilderness Wear (wildernesswear.com.au), strapline is 200% Australian,

100% owned Australian and 100% made in Australia. Phillip, the MD who is also the chairman of the ORA, has a winning formula, and has seen sales continue to grow year on year. Wilderness has been manufacturing base layers and socks in Melbourne for the past 20 years, using the best Merino wool from Australia. They have a distribution network of over 400 retailers across the country, and their success is down to the quality and design of the product, as well as being an in stock warehouse 365 days a year. This show they will be promoting their new fabric “ Merino Fusion” made from Superfine Merino wool and Schoeller premium. One planet (www.oneplanet.

com.au), which supplies tents, sleeping bags and packs both through its own retail premises as well as retail and education partners, likewise has seen growth year on year. Andy the MD says the key to his success is the manufacturing and assembling in Australia, which resonates with its customers and allows him to be more in control and responsive to customer requirements. Companion (www. companionbrands.com.au), an Australian company which looks after over 20 brands, with a combination of licensees, distribution and their own brands focuses predominantly on the camping market. Customers are both the large and small retailers and it has seen huge growth through its 3,000 shop fronts over the last

18 18_Overview.indd 2

27/03/2017 16:46

Main use - Landscape

Main use - Portrait

Sub use - Icon only

Case-use Examples

few years. However, Â although it is an Australian company, all its manufacturing is done in the Far East but its design studios are in Melbourne. I couldnâ&#x20AC;&#x2122;t help noticing while walking through the showroom, that they have a solution to everything you would need for camping. Sitro Group (www.sitro.com. au)(www.exploreplanetearth. com.au), is the name behind famous brands such as Gasmate, Planet Earth and Smartshade also designs all its products in Australia and through its network of retailers has seen sales increase. Nick the MD who started up 20 years ago, has steadily increased his brands giving him breadth across the market. n www.outdoorretailer.net.au

Above: The Outdoor Retailer Australia is an outdoor show which takes place in Sydney from June 18 to 20 Below left: An example of a stand you might find at the ORA, Below right: Simon Millet visited Wilderness Wear

19 18_Overview.indd 3

27/03/2017 16:46

LAUNCH PAD

URBAN & ACTIVE

ntegrating high-quality styling and construction with street-ready versatility, KEEN’s latest urban lifestyle collection reflects the evolving needs of today’s metropolitan adventurer. Delivering durability and all day comfort, the range features a collection of progressive styles that combine KEEN’s trademark comfort, quality and performance with the latest in on-trend, outdoor-inspired footwear design.

Capturing the essence of comfort, style, and functionality for the modern active woman, KEEN’s Elsa Collection returns for another season, with a collection of updated styles ready for any urban outdoor adventure. Mixing classic, high-quality leathers, fleece, and wool with easy-to-wear versatility, each silhouette in this capsule collection, delivers protection expressed with individual style and effortless sophistication. The perfect

complement to any city adventure, whichever model you choose from the range, you can be assured of style, comfort and quality with every step. Showcasing the successful fusion of progressive design with practical performance for the style savvy, modern male, the Winterhaven Mid WP steps forward. This versatile and highly durable warrior exudes an air of contemporary sophistication as it treks through cold, city streets. A leather collar gives durability and adds a luxurious finish, whilst a hiking inspired D ring lacing system, gives credence to its outdoor heritage. www.keenfootwear.com

DAKINE NEW RECHARGE EXPANDS RECOVERY ADOPTIONS, BIKE PAD GREATER TIGHTS PROTECTION CHOICE

ollowing the success of the Hellion and Slayer knee pads last season, Dakine is pleased to introduce a new model to its collection of bike pad protection for Spring/Summer 2017. Building on its bomber construction and lightweight designs of Dakine’s debut pad protection models, the new Anthem Knee Pad is built to soften the blow. The new pad features 3D moulded CEcertified DK Impact foam that hardens on impact for protection you can rely on. When facing a long ascent, Velcro straps allow for easy on/off accessibility without having to remove your shoes. The pre-curved ergonomic patterning with interior patella support provides an enhanced fit and maximum mobility, while the lightweight Ariaprene Pro fabric with Polygiene odour control technology encourages breathability and comfort. Silicone gripper elastic keeps pads in place when perspiration or weather arises. www.dakine.com

nternational high performance compression brand 2XU has launched its Power Recharge Recovery Tights to the UK market. The new product aims to get your body back to peak performance levels in the fastest possible time for your next training session, game or daily outdoor activity. Available for men and women and backed by some of the world’s best sports teams and institutions including Saracens and Great Britain Hockey, Power Recharge Recover tights offer ultimate compression for those wanting to get back to their peak in record time. During training the body can be subject to explosive movements and strain on muscles that can leave you depleted and sore. 2XU graduated compression increases venous return to the heart and increases blood circulation. This helps with the removal of blood lactate from muscles to return oxygenated blood to the body to help reduce swelling and speed muscle repair for faster recovery.

olygiene technology enables clothes to stay fresh and odour free so that they can be washed less frequently. Using silver salt (silver chloride) made from recycled silver, Polygiene is added to the fabric at manufacture and offers protection for the life of the garment. It guards against the growth of odours from microbes such as bacteria and fungus and provides that fresh all day feeling. Products using Polygiene are great for active wear and travel use as they offer the wearer the opportunity to wear more and wash less. Brands using Polygiene include Patagonia, Rab, Montane, Hilly Socks. www.polygiene.com

www.2XU.co.uk

20 20_Launchpad.indd 2

27/03/2017 16:44

ALL GOING SMOOTHLY FOR RUFFWEAR

erformance dog equipment brand Ruffwear has launched its largest ever product development range, fuelled by demand for the brand and rapid sales growth world-wide. The Spring/Summer 2017 range sees new product additions and developments across canine harnesses, leashes, collars, backpacks and boots. Its Front Range harness has received a colour-refresh for

SS17 with added colour options along with new matching Front Range leashes. The range extensions were introduced after feedback from consumers across Europe highlighted a demand for a wider colour variety plus the option to match harness and leash. The range now offers styles in pink, orange, green, blue, purple and grey. The Front Range harness is designed for everyday

COOL CAMPERS

use. It features four points of adjustment and comes in size range XXS to L/XL, making it comfortable for dogs of any size and shape. The harness is made from durable fabric and has two points of leash attachment, one on the chest and a v-ring on the back, to help with control. It also has an ID pocket and reflective trim for safety. The Front Range Leash is strong but lightweight and pocket-friendly. It comes

FIT FOR ROYALTY

he success of its technically advanced, energy-saving ECOcool range of coolboxes has led awardwinning Scandinavian outdoor brand, Outwell, to create the ECOlux that combines good looks with innovative features to lift the outdoor experience. Like all products in the Outwell Cool ‘n’ Go collection of coolboxes and coolbags, the latest addition is suitable for transporting and storing fresh produce when camping, enjoying a picnic or fetching food back from the shop. And it will carry out its primary function with efficiency and style. The sharp white finish with stainless steel trim and bamboo handle catches the eye and hints to the underlying technology that includes the antimicrobial lining and advanced energy saving capabilities that meet European ECO legislation. This includes carefully positioned vents for maximum efficiency and enhanced lid insulation to protect this traditionally weak spot. outwell.com

with a padded handle for comfort, a swivel clip allowing one-handed attachment, an accessory loop plus ‘traffic’ handle for quick restraint. Popular assistance hiking harness the Web Master, which features a secure design for even the best “houndini dog”, has been refreshed with new colour options, now coming in grey, red and blue. www.ruffwear.co.uk

SURF APPAREL

oyal Robbins has introduced three fabric technologies, each designed for cold weather performance, along with new designs suitable for both everyday wear and epic adventures. The Royal Robbins collection uses Thermo Regulating Technology that ensures the wearer’s comfort is put first no matter the temperature. The brand’s outerwear jackets collections focus on state of the art, non-fluorinated waterproofing technology, helping to exclude a powerful toxin from our environment. The Royal Robbins brand has evolved by utilising innovative, versatile fabrics that deliver, as well as debuting a tall range with over 15 styles. This, along with a nature-inspired colour palette, recreates a traditional heritage style built with durability and sustainability.

akine’s new SS17 Apparel collection has been revealed. The collection is designed for people who hear the call of the waves and don’t hesitate to follow it. Many waves have rolled since Dakine first launched its sun protection line decades ago, always implementing the latest advances in fabric and stitching to make surf sessions as comfortable and efficient as possible. In 2015 the surf apparel offering was completed with the launch of boardshorts and walkshorts. Tried and tested by a team of athletes, the New SS17 Apparel Collection offers a wide range of technical boardshorts and rashguards to suit every kind of rider. Included in the range are the The Chromatic Boardshort, a 20” outseam style made with lightweight 4-way stretch fabric. It features Comfort Close Fly with interior stretch jersey gusset, a patch side pocket with flap and welded hems. The Roots Loose Fit S/S top is part of our Split Peak Series that features products that can be used in or out of the water. It is a 6.2 oz quick dry surf t-shirt that provides UPF 50+ sun protection. It features covert low profile seams. www.dakine.com

www.royalrobbins.com

21 20_Launchpad.indd 3

27/03/2017 16:44

TIME TO REFLECT

howers Pass has introduced a new addition to its line of technical waterproof breathable outerwear called the Atlas Jacket. The Atlas stands up to the elements with three-layer waterproof breathable fabric, a PFC-free durable water repellent treatment and fully sealed seams for all weather protection. The MapReflect fabric design consists of 11international cities known for cycling (Portland, New

York, Washington DC, Paris, Barcelona, Amsterdam, London, Newcastle, Berlin, Sydney and Taipei). “The Atlas Jacket is equally at home on a bike commute or a world tour” says Kyle Ranson, Showers Pass president. “We wanted a jacket that supports an active outdoor lifestyle, stands up to bad weather, and offers a stylish way to stay visible to traffic at night.” For the world traveler,

year-round commuter, and outdoor enthusiast; the Atlas Jacket is optimised for those who demand visibility without compromising comfort or style. The screen printed reflective map pattern is visible from 200 meters with car headlights. Fully waterproof and breathable, the technical fabric provides stretch to move comfortably with a body in motion. www.showerspass.com

ON FIRE

AIR COMFY INFLATABLE TENTS

OUTDOOR COLLAB

candinavian outdoor brand, Easy Camp, continues to open up air technology to family campers on a tight budget and those new to camping with the introduction of its new Air Comfy range that combines inflatable innovation with smart styling in versatile designs that deliver top value-for-money quality family tunnel tents. The range provides generous living areas offering ample headroom for relaxing and eating behind the large, curtained windows. Practical features include sewn-in groundsheets, flexible rear ventilation with zip-down guy-out protective panel, large doors to flysheets and inners plus insectproof mesh as appropriate. Air Comfy comprises two options: Hurricane 300 sleeps three people in a smart two room inflatable tunnel design making it ideal for couples and young families seeking a reliable, flexible tent offering unrivalled value for money. Tempest 500 sleeps up to five people in two inners linked by an adjustable divider. Perfect for families and friends seeking a reliable, flexible tent that offers a degree of bedtime privacy and unbeatable value for money. www.easycamp.com

O P

RIMUS Mamoto OpenFire Pit is a portable fire pit suitable for real in restricted areas as it is the right height from the ground according to campsite regulations. It is made from stainless steel and powder-coated steel with wind protection sides and an air inlet from underneath which gives effective combustion. It can be used with wood or charcoal and can be folded and transported easliy. It can be folded and transported easily. It is available is two sizes and comes with a grill grate. www.primus.eu

utdoor children’s clothing and accessories manufacturer ISBJÖRN of Sweden is expanding its range to include PrimaLoft Silver Insulation Performance Fleece for the first time. Building on its already strong green credentials, ISBJÖRN of Sweden has a growing partnership with PrimaLoft since first introducing PrimaLoft Black Insulation Eco, which is made from 60% recycled content, in its Frost Light Weight Jacket in 2016. Now expanding into a wider PrimaLoft program, ISBJÖRN of Sweden introduces the PANDA PrimaLoft Stretch Hoodie, which is made with PrimaLoft Silver Insulation Performance Fleece. PrimaLoft Silver Insulation Performance Fleece outperforms typical fleece in both wet and dry weather. PrimaLoft’s proprietary water-repellent treatment accelerates the fleece’s dry rate by 44% and retains 98% of warmth even in the wettest conditions. PrimaLoft Silver Insulation Performance Fleece is highly compressible and softer than cashmere, resulting in a garment with ultimate comfort and outstanding performance. ISBJÖRN of Sweden, alongside PrimaLoft is an official bluesign Trademark Partner and each item is truly sustainable, made without harmful chemicals and with recycled materials. The new range is more than 90 percent bluesign product approved. www.isbjornofsweden.com

22 20_Launchpad.indd 4

27/03/2017 16:44

INSPIRED BY ENGADIN

ammut has created an entire outdoor lifestyle clothing collection for the very first time called “Inspired by Engadin”. The biggest challenge for the developers was to find the balance between absolute functionality and modern design. The collection is a balanced overall concept comprising appealing color combinations, stylish cuts and carefully selected materials. Björn Bellert, Mammut’s senior product manager, took the lead in the development of the new collection. To develop 28 unique products, Björn and his team

sought inspiration in the Engadin valley (situated in Switzerland in the canton of Grisons). The team took several walks through the Engadin area in order to find inspiration. It was not difficult to get inspired, as Björn Bellert explains: “The Engadin valley is incredibly diverse: the rough mountain terrain with its cold rock and barren alpine scenery offers a stark contrast to dreamy forests, traditional villages and vast valleys. With the “Inspired by Engadin” collection, Mammut responds to its customers’ need to express their love of the “Absolute Alpine” world

while going about their daily business. The creative team had to completely rethink their process. For all alpine products, Mammut usually firmly holds to their guiding principle “function over style”. For the new collection, however, Björn says: “It was basically a balancing act between stylish function and functional style. We wanted to design pieces that would be modern, compatible with outdoor activities and chic without taking us too far away from our roots.” www.mammut.com

LEADER OF HIMALYAN A TREKKING THE PACK HISTORY COMPANION

he Aether AG and Ariel AG are designed for multi-day backpacking and carrying significant loads. They combine the comfort and ventilation of Osprey’s multi-award-winning AG AntiGravity backsystem with the custom fit of Osprey’s next generation IsoForm hipbelt. Ariel AG’s backsystem also offers women’s specific fit, with an ergonomically shaped hipbelt, harness, backpanel and yoke. These packs stand out with multiple access points including the J-Zip front panel access and base zip entry with internal divider. The lid not only has multiple pockets but is also removable, offering great versatility and protection thanks to the FlapJacket top cover. Aether AG now comes in a larger 85L capacity, allowing for extra gear on longer or colder trips. The Duro range includes three vest-style packs in 15L, 6L and 1.5L, a lumbar pack and a hand-held solution. Designed for all-day comfort with a close and stable fit, it is built to carry a versatile hydration system to allow the runner easy access to water. These vest-style packs also include multiple pockets, innovative pole attachments for aided running and reflective graphics for better visibility at night. www.ospreyeurope.com

oven into every piece of Sherpa Adventure Gear are small touches of the Himalayas. From its auspicious prayer flags zipper pulls to its prints and designs based on ancient carvings and patterns, the brand pays tribute to its heritage and the people and cultures of its homeland. Every garment has a story behind its name – a famous climber, a sacred place, an everyday expression – keeping age old traditions alive. Of course the Endless Knot ties it all together to bring you good fortune and serves as a reminder that all things, in all ways, are tied together as one. Pictured are the mens Ang Tharkay (ung∙thar∙kay) Jacket – named after the first of the great mountaineering Sirdars; and the Namla (num∙la) Zip Jacket – Namla is a popular Tibetan name meaning ‘Sky’, and Lha meaning ‘God’

he Albula Lite V is a lightweight trekking pole made of highstrength aluminium alloy from Leki. This ultra light model guarantees maximum enjoyment when trekking thanks to the easy-to-use, innovative and reliable LEKI technologies. The technology combines the specific requirements of a tour pole with the advantages of the Trigger S pole from the alpine range as well as a problem-free clickin and click-out system. The flexi strip between the Trigger Loop and hand strap enables gripping with a fixed strap position. In the event of a fall, the system releases upwards when tensile stress is applied. The edgeless Aergon handle offers maximum comfort due to its ergonomic shape and large support surfaces as well as the integrated Grip Zone. Variable gripping options and secure hold in any position are additional benefits of the patented handle. With the Speed Lock 2 external adjustment system that has been certified by TÜV Süd and was awarded top marks, the pole can be safely and easily adjusted between 67-135 cm in just seconds. www.leki.co.uk

www.sherpaadventuregear.co.uk

23 20_Launchpad.indd 5

27/03/2017 16:44

oice search seemed like the definition of a future technology when it was conceptualised. However, as it turned into a staple of mobile phones, it became apparent people were not yet comfortable using voice search in everyday life. A 2013 article from Intelligent Voice found that 85% of people hadn’t used Siri since updating to iOS 7, and 46% of respondents said Apple had oversold Siri’s capabilities to consumers. With the shift in the landscape, and with the introduction of home assistants like the Amazon Echo, we have seen the first true signs of mass adoption of voice search.

ONLINE RETAILING

FIND YOUR VOICE

Outdoor retailers may need to start to adapt to a different kind of enquiry approach to generate leads now that the concept of voice search is starting to show signs of mass adoption. www.infinitynation.com ‘What do I need to pack for a hiking trip?’.

What does this mean for your business? Currently, your customers use keyboards to enter a query, a method of data entry that is completely different to the spoken voice. But in this this article we will cover what the voice search means for your company, as well as discuss the essential tips for local SEO voice search optimisation.

When will voice search become the norm? At present, voice search surveys show the adoption of technology has increased, however, different generations use the service for various purposes. Currently, we don’t notice huge volumes in purchase-based queries. A recent Emarketer article found that over one third of all mobile searches related to: n Playing music n Setting, cancelling or managing alarms n Asking for the weather forecast. The real answer to when voice search could be taken up by the masses is going to be based on the feedback collected from big technology companies, when they share their opinion on the use of the Amazon’s Echo home assistant. It’s not only Amazon that is trying to be pioneers in this field. Google has already announced its own equivalent device that will build on the existing

technology – Google Home is due for a June release in the UK. Industry rumours also point to Apple, and its own solution coming soon. Once this happens, you can be assured that voice search will become a significant part of any e-commerce business rather quickly. As we see an increase in traditional buying queries, e-retailers will need to embrace naturally spoken keywords; phrases such as ‘near me’ will come into consideration a lot more once voice search is widely used.

How do people use voice search right now? Every age group interacts with voice search in a different way. Millennials are the main segment utilising the technology to its potential, with the same number of common search phrases as all other age groups combined. They are likely to look for a local business and its information, as well as ask for directions. On the opposite side, baby boomers are using more common search phrases to be more informed and efficient, either about their scheduled tasks or the latest recipe to cook. At the moment, there are five main voice search assistants available on the market: Google

now, Siri, Cortana, Alexa and S voice. With the rise of the Amazon Echo, Alexa is leading the way with 37% of people using the assistant at least once a day, and with the resulting voice search being 92% accurate. The introduction of the device has made the use of voice search accessible and on trend. The Echo has been praised at the 2017 CES show for how well it has evolved home integration and voice search capabilities.

What can I do to optimise my site for voice search now? Voice search has not yet been adopted widely enough to warrant entering naturally ‘spoken’ keywords into your meta data, over traditional search keywords. In addition, voice search keys are significantly longer in length, considering the character limits on both page titles and meta descriptions. For now, you should certainly stick to traditional target phrases. The best way to optimise your site is to focus on long tail enquires within your industry, not just product pages. You should address the questions people search for within your sector. They can, for example, ask:

By implementing this into your website, you can potentially rank for that term, same as with your main keywords. However, you will need to concentrate on driving people to your site with these queries, as there is little chance for you to rank a product page for that specific term. In order to do this, your best option is to create unique quality content relevant to your selected term. To achieve that, you need to produce content of substantial length that covers multiple points of value to the reader. The best practice for this technique is to examine what content already exists about the subject, and build up your piece using it; this is also called the Skyscraper method. Aside from content creation, you have to continuously optimise your site and Google My Business page towards your key target locations. Use your keyword research to target the most achievable terms. Begin by inserting them into meta data and on-page, and ensure you don’t over-optimise, otherwise you will incur a Google penalty. For more information on best practices, you can also contact a digital marketing agency, as they will be able to ensure you will maximise your ranking potential. Voice search is fast becoming an everyday tool. Within a few years we will see local businesses scrambling to optimise their sites for this technology. If you want to stay on top of the ever changing search marketing trends, future proof your e-commerce website today by implementing the above techniques. And most importantly, keep an eye on how the adoption of voice search changes with key influencers, like Apple, as they release their own solutions to current home assistants. n

24 24_Online_Tips.indd 2

27/03/2017 16:45

GET AHEAD OF THE ONLINE COMPETITION Rachel Bowden of The Great Outdoors Agency gives us seven top marketing tips to ensure that e-commerce retailers stay ahead of the pack

’ve just spent a happy half an hour trying to count the number of online outdoor retailers in the UK market. Yes, I can see this may not be everyone’s favourite way to spend their time, but, I found it fascinating! I counted 58 online retailers in the UK before turning my hand to this article. Let me repeat that… 58! As we all know: the retail space is fierce. Add to this the brands that also choose to sell direct to the consumer we know we have an uphill climb to succeed online. Thankfully, I for one enjoy both the literal and metaphorical uphill climb! Through this article I hope to be able to help you find clever inventive ways of sidestepping the aggressive price competition, encourage more customers to choose you and build loyal client bases that regularly purchase from you. To get us started here are my (The Great Outdoors Agency) top seven tips to help e-commerce retailers climb above their competition. I refer specifically to Google in this article.

Google Shopping Campaigns Google Shopping adverts have been the biggest vehicle of paid search growth for e-commerce brands, particularly so as Google has made them more prominent at the top of the search listings. Their relevance to the user is higher than conventional text ads because they contain images, pricing and lead the consumer straight to the product. Compared to normal

text adverts, it has been stated that Google shopping adverts result in lower bounce rates, increased visit duration and increased page views - at least three page views or more. Seller and product ratings We all know how easily swayed we are by good and bad word of mouth; the presence of other people’s opinions is one of the most influential factors in deciding to purchase. I was quite amazed at how many online product listings lack reviews when I searched for a number of popular outdoor products. According to iPerceptions, 63% of customers are more likely to make a purchase from a site which contains user reviews. And those adverts that include seller reviews also increase click through rate (CTR). For your seller ratings to be visible you need to have built up at least 150 reviews of a rating of 3.5 +, therefore, the sooner you get started, the sooner Google is likely to add this conversion booster to your listings. Of course the best way to ensure top seller ratings is to be hot on customer service. Seller ratings relate to your performance as an e-commerce store, whereas product ratings are aggregated across many different retailers and indicate the performance of a specific product. Both are mutually beneficial to have as part of your search engine listings.

Unique, compelling product content

This is a basic and common recommendation, but one which goes unheard by many because the job can be arduous. Creating unique, engaging content is a key way of you gaining popularity votes from search engines as well as from your prospect consumer. The premise is simple: write unique content for each of your product listings and do not copy content from other retailers’ sites, or even from

brand manufacturers’ sites. Obviously there will be a level of similar content across different retailers – technical specifications for example, however when it comes to describing the product, explain why you personally think it’s so good! Make the listing enticing, informative and write it in your own brand’s tone of voice – it’s a golden opportunity to project your own brand proposition and identify. The consumer will enjoy it and Google will value your website more because you won’t be adding to the growing pool of duplicate content.

Amazon marketplace

A case of; if you can’t beat them, join them – Amazon is the most popular e-commerce site in the world and a good way for outdoor speciality retailers to grow sales, especially for small independents selling less competitive and niche products. The 15% cut Amazon takes can be offset against many of the benefits this giant marketplace brings. For example: its global and national reach, its costs – which can be less than those of your bricks and mortar store, and the benefits enjoyed by the Amazon customer: Amazon Prime, Subscribe and Save, 1-click ordering and the implied trust of buying from this global powerhouse. Conversely, it’s important to acknowledge the not so good bits. These include the ever growing list of competitors selling the same product as you – even Amazon themselves if they see the opportunity, your customer transactional data which is held by Amazon, the inevitability that prices and overall profit can be easily driven down if one particular retailer is trying to shift stock (tarnishing brand value) and then there’s limited hope in receiving a timely response from Amazon should you have an issue as the seller. However I would still advocate using Amazon through a

considered and well managed approach.

With UK online retailers mostly competing on price, offer incentives consumers will value Free shipping, free exchanges, free returns and the provision of instant chat during your busiest times for seamless customer service. Lots of statistics exist online which state free shipping encourages conversion and the purchase of more products. High shipping costs are stated to be a deterrent, encouraging people to buy elsewhere or instore to avoid charges. If you’re unable to offer free shipping, at least state your shipping costs clearly at the top of every page – don’t make customers hunt for this vital information. Nothing kills conversion like it.

Use mobile advertising to draw people to your store It’s not all doom and gloom for bricks and mortar! Don’t think of mobile strictly as a threat to your bricks and mortar store; instead use it as a way of driving people to visit you through local inventory adverts. These adverts allow you to include local pricing, click to call, directions to your store and the inventory you have in stock. Then make your in-store experience so good, that people don’t want to leave!

Create a compelling point of difference In a price sensitive marketplace, ensure your retail brand has something interesting to say to set yourself apart from all the other retailers and to give people a reason to buy from you and not the next. The importance of good branding relates as much to you – as a retailer, as it does to the brand manufacturer. Everything you communicate should reinforce your core proposition. n greatoutdoorsagency.com @Gr8OutdoorsAgy

25 24_Online_Tips.indd 3

27/03/2017 16:45

Unrivalled retail business support for your shop

Ad_Layouts.indd 1 169040_001_JW_Anzeige_ISPO_SGB_210x297_HW17_EN_Lay01.indd 1

29/03/2017 16/01/2017 12:03 10:48 12.01.17 13:58

Ad_Layouts.indd 1

29/03/2017 16/01/2017 12:03 10:51

WW SGB Outdoor Ad 1.2.F.pdf

20/3/17

10:45 am

CMY

Ad_Layouts.indd 1

29/03/2017 12:02