SGB Outdoor Jan 2017

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

PEAK PERFORMANCE

January 2017

Merrell ambassador goes to extreme lengths for charity

P9&13 / EXCLUSIVE First peek at inov-8 Trailroc

INSIDE THIS ISSUE:

What to expect from ISPO Munich Benefits of own label sourcing Get the most out of your website

01_Cover.indd 1

11/01/2017 16:58

ISPO 2017 05 - 08 February

Come and discover our new innovative products.

Hall Stand

A3 400 ospreyeurope.com

Innovation

Ad_Layouts.indd 1

•

Quality

•

Packs

•

1974

16/01/2017 10:49

January 2017 Issue Cover Pic: Colin Henderson FACELIFT: Turn the pages and enjoy the brand-new look of SGB Outdoor

PEAK PERFORMANCE

January 2017

Merrell ambassador goes to extreme lengths for charity

P9&13 / EXCLUSIVE First peek at inov-8 Trailroc

INSIDE THIS ISSUE:

What to expect from ISPO Munich Benefits of own label sourcing Get the most out of your website

01_Cover.indd 1

First Words Heather Ramsden

W

ith all the upheaval of last year it remains to be seen what 2017 will bring for the outdoor retailer as the EU exit negotiations get underway. While I don’t want to dwell on what Brexit actually means, I am optimistic for a more consumer and retail friendly business environment.

There is certainly no holding back on the part of those exhibiting and planning the annual ISPO exhibition in Munich, which is set for another successful four days when the event kicks off on February 5.

This, our first issue for 2017, contains a detailed breakdown of everything you can expect from the trade fair as well as all the sneak previews from well-known and recognised brands who are returning for this year’s event.

This includes an exclusive SGB Outdoor preview from the up-and-coming, award-winning brand inov-8. Not only are we previewing a couple of new products from inov-8, we have also interviewed the new head of product marketing Michael Price about the brand’s rise to success with all the interesting and quirky anecdotes that have marked its journey.

This is a magazine aimed at the outdoor retailer, so we also have plenty within our pages to help you make your business the success you want and need it to be.

As you page through, you will find features ranging from sourcing opportunities; to software helping manufacturers and distributors get the best out of trade shows; to making the most of your online presence.

We are starting as we mean to go on to make this into an essential guide for the outdoor retailer..

11/01/2017 16:58

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

Contents 4-5 Industry news 6-7 ISPO - What to expect from the show 8-13 ISPO - Brand previews 14-15 Behind the scenes with inov-8 17 Sourcing - Opportunities for own label sourcing

W

19-21 Launchpad - New products 22-23 Behind the scenes with Helly Hansen 24 Getting the best out of your website 25 Software targets ROI on trade shows 26 Water filtration finds a home in outdoor sector

Welcome

elcome to the latest and revamped issue of SGB OUTDOOR. In September 2016, SGB OUTDOOR and a number of other titles, were purchased by Silverback Publishing, an established and well known publishing house specialising in sport and leisure titles.

My 29 years of experience running one of the largest sports and outdoor retail groups, coupled with the pedigree, and heritage of one of the most well-known trade magazines both within the UK and Europe, made it an easy choice for me to join an experienced team of journalists and outdoor enthusiasts, to combine our talents to deliver interesting and relevant content and continue to be an authority within the industry.

Our focus for the magazine going forward is to keep people informed of what is happening within the industry, to expand our coverage across the globe, and to cover all outdoor pursuits, not just focusing on walking and hiking.

This will be delivered not only through our bi, monthly magazine, but across our many other channels, keeping our readers fully informed and up to date with the latest news within the industry.

A lot has changed over the last few years, with a large consolidation of retailers and the way we trade, moving away from small stores to large out of town outlets, as well as the importance of multichannel retailing.

We have also seen a shift from a lot of the brands focusing not just on top of the mountain, to day to day wear, as they look to increase their exposure and sales.

These are exciting times within outdoor and I am enthusiatic and proud to be involved.

I hope you enjoy this issue.

Simon Millet, Commercial Director

03_Contents.indd 1

19/01/2017 14:04

INDUSTRY NEWS SANDAL SENSATION

F

ootwear brand Teva has won the ‘Footwear product of the year’ award at the TGO Awards held in November.

The Terra-Float Universal sandal came top in its category which was chosen by the TGO judging panel.

The Terra-Float sandal is equipped with Float-Lite technology making the model ultra-light and a joy to wear – the EVA footbed provides sufficient support and optimum comfort.

The PR assistant marketing manager at Teva said: “We’re thrilled to have won the award for Footwear product of the year. We’re very proud of the technology incorporated into all of our products and it’s great to achieve this stamp of approval within the outdoor industry.”

NEW LICENSING AGREEMENTS FOR HI-TEC & MAGNUM BRANDS

G

lobal brand marketing platform Cherokee Global Brands has announced new licensing agreements for its’ Hi-Tec and Magnum brands with Carolina Footwear and the Batra Group.

“As we explored partnerships to ensure continuity and strengthen and diversify the distribution channels for our newly acquired Hi-Tec and Magnum brands, Carolina Footwear and the Batra Group immediately stood out as best-in-class partners,” said Howard Siegel, president and COO of Cherokee Global Brands. “Both have excellent reputations for creating compelling assortments of innovative products and both have years of experience scaling high-growth, high-equity brands.”

“Today marks the beginning of an exciting new chapter of global growth and category expansion for our high-equity brands as we

BRITISH WALK LONGER BUT NOT FASTER

B

ritish walkers spent more time on foot than anyone else in Europe in 2016, according to statistics from outdoor discovery app, ViewRanger.

The statistics analysed by ViewRanger – which allows walkers to plan, navigate, record and share all of their outdoor adventures – included data from millions of walking routes recorded by app users throughout the year.

Covering a distance of 8.1 miles at a speed of 2.6 miles per hour, on average Brits like

to get out for three hours four minutes on each walking trip.

Slovakian walkers by contrast spent just two hours 17 minutes on average, on each trip.

German walkers proved the fastest covering an average of 9.3miles at 3.3mph while American walkers appear to take a more leisurely approach than any in Europe, travelling at 2mph and covering 8 miles.

The results follow the launch of ViewRanger’s 2017 Outdoor Challenges, designed to inspire people all over the world to step into a healthier new year. The Challenges will see walkers, cyclists and runners complete between 250 and 6,000 miles throughout 2017, using the app to keep track of their mileage and share their adventures throughout the year.

As well as helping outdoor enthusiasts to record and share their stats for each trip, ViewRanger contains free offline maps and more than 150,000 downloadable route guides that offer inspiration for walking trips in the UK and abroad.

build our licensing relationships,” commented Ed Van Wezel, CEO of Hi-Tec Sports International Holdings B.V. The master agreement with Carolina Footwear grants the rights to manufacture and sell Hi-Tec and Magnum-branded footwear for men, women and kids, along with additional products in the adult outdoor and active footwear categories. Distribution will include better specialty, sporting goods, department stores, and mid-tier and general merchandise retailers across the US and Canada.

The Batra Group specialises in the design, sourcing, distribution and distribution of apparel, footwear and accessories for the sports, fitness and wellness markets. The master agreement with Batra will grant the rights to manufacture and sell a wide assortment of branded footwear in the United Kingdom, Ireland,

Benelux (Belgium, Netherlands & Luxembourg), Germany, Austria, Switzerland, France, and Scandinavia. The company will also manufacture and sell apparel and accessories throughout select regions of Central and Eastern Europe, Scandinavia, the Middle East and the United Kingdom. In addition, Batra will immediately establish a global design centre for apparel and accessories based in the United Kingdom.

Rajiv Batra, founder and managing director of the Batra Group stated, “We are pleased that the Hi-Tec UK leadership team has transitioned to the Batra Group in order to maintain continuity and we are excited to have the opportunity to leverage our fullservice apparel sourcing, brand licensing and distribution expertise to drive long-term growth for the Hi-Tec and Magnum brands in the regions in which we operate.”

100 PER CENT BLACK FRIDAY, 1 PER CENT EVERYDAY

P

atagonia donated 100 per cent of global Black Friday sales in its stores and on its website to grassroots organisations working in local communities to protect our air, water and soil for future generations.

For decades, Patagonia has been striving to demonstrate that our planet is not in conflict with running a successful business and looking for ways to further reduce its manufacturing footprint, including the company’s reliance on fossil fuels.

It also funds grassroots environmental organisations by giving away one per cent of its sales which to date amounts to $74 million.

Now the brand wants to go further and connect more with its customers who love wild places and fight tirelessly to protect them.

Patagonia believes that by getting active in communities it can effect local change to protect the food we eat, the water we drink, the air we breathe and the places we love

the most. It can also impact on global priorities by raising by speaking out to defend policies and regulations that will reduce carbon emissions, build a modern energy economy based on investment in renewables and, most crucially, ensure that our leaders remain fully committed to the vital goals set forth in the Paris Climate Agreement.

“At Patagonia, we will grow and deepen our resolve to protect what we love. We will fight harder and smarter, and use every means at our disposal to prevail for the sake of the country, the planet and the wild places and creatures that need our voice,” says Rose Marcario, president and CEO of Patagonia.

04 04_News.indd 2

11/01/2017 17:07

MERRELL AMBASSADOR WINS PRIME MINISTER’S AWARD

P

rime Minister Theresa May has recognised an adventurer from Aberdeen who completes extreme challenges to promote the benefits of exercise on health with a Point of Light volunteering award.

Dr Andrew Murray is an extreme runner and health campaigner who completes challenges and has fundraised over £170,000 for the Scottish Association for Mental Health, the African Palliative Care Association UK and Yamaa Trust and to promote the benefits of exercise as part of a healthy lifestyle.

He has completed a large

number of extreme and record breaking extreme fundraising runs including seven ultra marathons on seven continents within seven days, a 4,300km run from John O’Groats to the Sahara Desert, a run to the top of Britain’s 10 highest peaks in a single day, a run across the Namib desert and amongst 10 extreme races he has won the Sahara Race and Genghis Khan Ice Marathon in Outer Mongolia.

Working as a doctor for the University of Edinburgh, the European Tour Golf, the SportScotland Institute of Sport, Scottish Rugby, and Merrell UK, Andrew has also found time

to provide voluntary medical services in Kenya, Outer Mongolia and Namibia.

Andrew, who is an ambassador for outdoor clothing and footwear brand Merrell, is the latest recipient of a Point of Light award, which recognises outstanding individual volunteers, people who are making a change in their community and inspiring others.

Each day, someone, somewhere in the country is selected to receive the award to celebrate their remarkable achievements.

Andrew said: “To be honest running around in deserts

and cold places, and having the opportunity to work with communities in projects in places like Outer Mongolia, Kenya, Namibia and back home are all great fun.

“I’d totally encourage people to explore, try new things and also to volunteer – it’s given me some of the best and most memorable experiences of my life.

Volunteering and supporting the likes of the Scottish Association for Mental Health, the Yamaa Trust, the African Palliative Care Association and Ramblers Scotland has given me far more than I’ve given back.”

FABRICS TESTING FACILITY TARGETS COMFORT & PROTECTION

W

. L. Gore & Associates has advanced its product testing capabilities with the opening of new Biophysics and Heat and Flame Protection labs in Delaware.

The new lab facilities allow Gore engineers to measure the properties of component materials, Gore laminates and fully constructed garments and footwear in new, expanded and relevant conditions.

The new world-class facilities

further Gore’s ability to develop innovative fabric products with distinct functionality that are proven to perform in real-world conditions before they are even brought to market.

The lab’s environmental chamber can recreate between 85 to 95 per cent of the environments on the earth’s surface, allowing Gore to evaluate the performance of its fabrics products in specific conditions and collect quantitative data

on the protection provided and resulting comfort of the wearer.

The new heat and flame protection lab allows Gore to precisely measure and analyse the ability of its products to provide the three key elements of burn protection: flame resistance, thermal insulation, and thermal stability.

“Gore’snewworld-classfacilities cansimulatefromthemostcommon tothemostextremeenvironmental conditions,fromacold,dampdrizzle inScotlandtothescorchingheat

ofaCaliforniawildfire,”saysPaul CanatellatechnicalleaderforGore FabricsDivision.“ “By creating real-world conditions in a lab environment we can scientifically measure and analyse the impact of a product on human perception and performance in a controlled environment and then quickly apply that data to our product research and development efforts.” www.gore.com

in his teens, Graham’s experience includes first ascents in his native Lake District, Scottish winter test-pieces and many challenging ascents in the Alps and the greater ranges. After recently completing the first British ascent of the Infinite Spur in Alaska, Graham has just set off on a three-month expedition to the great walls of Patagonia where he will put Fjallraven’s new ‘Bergtagen’ products through their paces.

Ralph White, managing director of Fjallraven UK, commented: “We are delighted to name Pete as the UK ambassador for our new Bergtagen collection. His passion for the mountains fits perfectly with the ethos behind the range and he will be well equipped to test the clothing out over the next few months during his expedition to Patagonia.

UK runner Adam Hickey has commited to wearing the brand’s shoes and clothing in 2017.

The 28-year-old Southend AC man joins Jonny Hay, Andrew Douglas, Claire Duck, Louise Small and Georgie Bruinvels to become a key member of Team Hoka UK. Highlights of 2016 for Adam include placing 2nd in the National XC Championships and Inter-Counties XC Championships and winning the Manchester Half Marathon in a time of 64:61. Adam is also ranked 3rd in the UK over 10km with 29:03, a time set during his win at the Brighton 10k in April.

Daljiat Gill, marketing director for Hoka One One Europe, said, “We are delighted to welcome Adam to the Hoka fold. He is a top-class performer on road, track and country and shares the ambition we

have as a brand to work with the very best.”

Adam enjoys wearing Hoka’s Clifton, Clayton and Huaka models for training, and favours the Tracer for racing.

People n Amer Sports UK has appointed Neville Tam as country marketing manager, responsible for go-to market strategy across Salomon, Wilson, Arc’teryx, Atomic, Mavic and Suunto.

With a strong background in consumer goods from FMCG to sport marketing, Neville has spent the past two and a half years as the senior brand manager on desserts at Premier Foods UK. A keen skier, runner and hiker, Neville is looking forward to driving continued growth through omni-channel expansion, creating a seamless experience across the media mix at every stage of the consumer purchase journey. n Fjallraven has announced that British climber Peter Graham will be the UK ambassador for its forthcoming ‘Bergtagen’ mountaineering collection.

After falling in love with climbing

n Running shoe brand Hoka One One has announced that

n Ian Selby is joining the water filter specialist Lifesaver‘s team as sales manager and will focus on growing retail sales with initial focus on the US market.

He joins the existing icon Lifesaver sales team comprising of Joseph Silva and Stuart Elson working on sales channel development, supply chain, logistics and export management.

He will specialise in the areas of outdoor retail, covering travelling, camping, hiking, cycling and all outdoor activities where clean drinking water is an essential requirement. Ian’s first meeting with sales reps in 2017 will be at the Outdoor Retailer Winter show in Salt Lake City, Utah.

05 04_News.indd 3

11/01/2017 17:08

ISPO PREVIEW

WOMEN TAKE CENTRE STAGE AT ISPO

Women will take centre stage at ISPO this year

A

s the outdoor sector focuses on sustainability and corporate responsibility at ISPO Munich this year, the show as a whole will shine a spotlight on women as customers, influencers and executives in sports business.

Organisers believe those who neglect women, miss out on crucial avenues of revenue and this year’s trade fair plans to take a step towards correcting this trend.

ISPO Exhibition Group Director Marcus Hefter says ISPO is reacting to clear feedback from industry that better appeal to

women is an area in which there is much room for improvement.

“The sports industry is still male-dominated at the management level, and representatives in committees and organisations are likewise often men. Women in decision making positions are outnumbered – and that’s not good for the industry.”

“There’s a similar situation in retail. Male shoppers often purchase ladies’ collections or the shop design is planned by men who believe they understand women’s shopping needs. But that isn’t true.”

At ISPO this year the central focus on women will be

manifested with topic-specific lecturers as part of the ISPO Academy, a guided trade fair tour for women and plenty of opportunities to network to name a few.

Set to take place between February 5 and 8 at the Messe Munich, ISPO welcomes around 80,000 visitors from 110 countries each year.

In the Outdoor Halls (A1 to A3) visitors to this year’s ISPO will find the focus is firmly on sustainability and corporate social responsibility.

Organisers believe sustainability is becoming ever more important to the outdoor sector and this is

reason for a newly initiated Corporate Social Responsibility platform situated in hall A1 which will inform exhibitors and visitors about sustainable, environmentally friendly solutions within the industry.

Outdoor enthusiasts, be they sports enthusiasts or adventurers can also look forward plenty of innovation whether their chosen activity is in the city or up a mountain.

There will also be market segment specific platforms, such as the Outdoor Travel (hall A2) and Vertical Fitness (hall A3).

The Snow and Safety segment of the show will be bringing ski touring and the relevant safety

06 06_Exhibition.indd 2

10/01/2017 20:13

ISPO welcomes around 80,000 visitors a year

considerations and performance equipment to the fore while visitors to the Cross Country area can get to grips with all of the key trends in cross-country skiing.

Located at the East Entrance, the Retail Lab will demonstrate how trailblazing technologies, such as communications between dealers, brands, and consumers, can be implemented.

What’s more, the East Entrance will also host the ISPO Showroom, where all of the ISPO services will be collated and explained.

The ever important ISPO Job Market returns where employers and fresh talent within the industry can network and where

careers in the industry begin.

ISPO Munich underwent a radical image change in 2016 as a result of its new hall layout with the fast-growing Health & Fitness segment gaining 1,000 sqm of additional space. This was to reflect the fact that the desire for health and fitness is becoming an ever bigger influence in lifestyle choices.

Today, a wide range of nutritional concepts are available to cater for individual goals and preferences, while smartphones make it possible to integrate convenient workout sessions into everyday life. With this in mind, the health and fitness hall will focus on classic fitness, healthy

eating, and mobile applications in 2017. The design of the central walkway is expected to be a highlight, with 120 metres of live presentations, and relevant exhibitors close at hand.

ISPO Polygon will see the hall partitioned based on a new, standardised format. In line with the motto “back to the roots,” higher priority is to be given to products and innovation, while the issue of sustainability also plays a major role.

Another highlight in the Action Sports segment is the Watersport Village in hall A6, featuring disciplines such as kayaking, stand-up paddling and kitesurfing, where watersports

products will be showcased and put to the test in a 240sqm swimming pool.

For more information: www. munich.ispo.com/en

07 06_Exhibition.indd 3

10/01/2017 20:13

Unrivalled retail business support for your shop

Ad_Layouts.indd 1 169040_001_JW_Anzeige_ISPO_SGB_210x297_HW17_EN_Lay01.indd 1

16/01/2017 10:48 12.01.17 13:58

ISPO SHOWCASE COLUMBIA A1 306

Columbia Sportswear has unveiled three limited-edition, high-performance jackets inspired by Rogue One: A Star Wars Story. The collection represents the first movie merchandise collaboration for Columbia and will be available in very limited quantities on www.columbia.com and Columbia’s retail locations.

The high-performance jackets feature Columbia’s industry-leading Rogue One characters: Sergeant Jyn Erso, Captain Cassian Andor, and the Imperial Death Trooper. Each jacket features special design details connected to the character and their allegiance in the film.

The Columbia team worked closely with Disney Consumer Products and

Interactive Media throughout this collaboration to ensure that the jackets are an authentic representation for Star Wars fans. Constructed with Columbia’s Tested Tough promise and designed with a deep nod to characters in Rogue One and the overall Star Wars franchise, each jacket is expected to stand up to the cold, wet weather of the winter season.

“We are extremely pleased to announce a first of its kind, outerwear collaboration with the film,” said Joe Boyle, Senior VP of Columbia Brand Merchandising and Design. “Star Wars is arguably the most globally recognisable film franchise in the world, and presents us with an unparalleled opportunity to showcase our brand and premier technologies.” columbia.com

FJӒLLRӒVEN A2 202

ISPO 2017 will see the unveiling of Fjӓllrӓven’s new ‘Bergtagen’ range. Part of the AW 2017 collection, the range takes the Swedish outdoor clothing and equipment brand further up the mountain with a new assortment of base layers, midlayers and shells specifically designed for life above the treeline.

Developed with Fjӓllrӓven’s signature commitment to timeless styling, relentless function and sustainability, the Bergtagen collection enables the brand’s loyal consumers to venture higher up the mountain, across glaciers and along via Ferrata routes. Engineered to maximise comfort above the treeline, the collection’s name comes from an old Swedish word for the humbling sensation you feel when you

are completely surrounded by nature at its most impressive. When you enter the realm of the mountains, you become ‘Bergtagen’.

The Bergtagen collection mixes Fjӓllrӓven’s signature G-1000 and EcoShell fabrics with high-quality, branded components including Recco reflectors and Corylon reinforcements. The range’s advanced, body-mapped base layers have been created in conjunction with experts at Aclima and feature a unique wool blend for outstanding comfort and warmth.

The Bergtagen collection is designed as a layering system and the range will include high-performance base layers, a work layer in durable and breathable G-1000, a shell layer in Eco-Shell fabric and finally an insulation layer for warmth when temperatures drop. www.fjallraven.co.uk

INOV-8 B1 208

AN EXCLUSIVE PREVIEW FOR SGB OUTDOOR

Inov-8’s latest innovation, the Trailroc, incorporates technology giving greater under foot protection for hard and rocky surfaces and will be the brand’s focus at ISPO on the Descente stand.

On the apparel side, the brand will shine a spotlight on its Pro-tec Shell jacket, considered to be inov-8’s most advanced piece of apparel yet. www.inov-8.com

HYDRO FLASK – A2 330 Hydro Flask, the award-winning American insulated drinks company is launching an addition to its best selling range of 21 oz stainless steel flasks. The Raspberry-coloured new addition will come with a sports cap and will keep cold drinks ice cold for hours. Additional lids can be bought separately to extend the versatility of this popular flask. www.hydroflask.com

09 09_Exhibition_Brands.indd 1

11/01/2017 17:10

CRAGHOPPERS A1 508

International adventure travel brand Craghoppers is featuring wool heavily across its new ranges, which deliver temperature-regulating antimicrobial benefits and are quicker drying and gentler on the skin.

The new Aron and Anja Knit jumpers provide a cosy and stylish addition to your winter wardrobe. Combined with Craghoppers AquaDry membrane in Elina and Ida jackets for women and Anders and Casper Bomber for men, these are timeless designs that look smart whilst promising to

ISBJÖRN A2 117

Outdoor children’s clothing and accessories manufacturer, Isbjörn of Sweden, is set to impress at ISPO, stand, as it unveils a new and wider collection of colourful high quality, eco-friendly products for babies, kids and teenagers.

Building on its already strong green credentials, Isbjörn is now an official bluesign Trademark Partner. The new range is more than 90% bluesign product approved, with the collection using materials such as the fluorocarbon-free water-repellent Bionic Finish Eco outer fabric and PrimaLoft Black Insulation Eco, which is made from 60% recycled fibres.

The latest range will debut a new design

KEEN A2 402 Integrating high-quality styling and construction with street-ready versatility, Keen’s latest urban lifestyle collection reflects the evolving needs of today’s

keep you warm, dry and protected.

Craghoppers AquaDry membrane offers waterproof protection in new styles including the 365 3-in-1 jacket, Axel and Gallin for men and Josefine, Inga and Lindi for women.

Craghoppers Forester jacket for men and women will feature prominently at ISPO. The jacket provides a first on the market – a smart jacket that protects both from the rain and biting insects through its combination of NosiLife and AquaDry technologies. www.craghoppers.com

pattern called ‘Peaks’ which represents both mountains and valleys, while also looking like the teeth of a polar bear (‘Isbjörn’ is Swedish for polar bear). The new ‘Peaks’ design will be visible on the outers of many new products on zippers, reflexes and trims.

Just some of the highlights from the new range include: an updated version of the quadruple award winning Penguin Snowsuit; the new Panda Stretch Hoody made from PrimaLoft Fleece; and the muesling-free wool and synthetic mix Husky Jumpsuit. Another highlight is the Expedition Hard Shell Jacket and Pant, which features a three-layer construction. www.isbjornofsweden.com

metropolitan adventurer. Delivering durability and all day comfort, the FW17 range features a collection of styles that combine comfort, quality and performance with the latest in on-trend, outdoor-inspired footwear design.

The Elsa Collection returns for another season, with 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 winter protection expressed with individual style and sophistication.

The Terradora collection, introduced by Keen to high acclaim early this year ignited a new movement that Keen calls TrailFit – the phenomenon of turning any trail, mountain or city into an opportunity to get outside and get fit. To build on this, Keen expands its signature women’s specific Terradora

collection for FW17, with a comprehensive collection of styles to ensure female fans can stay TrailFit, whatever conditions and challenges the elements may bring.

All models in the Terradora collection have been constructed in response to women’s individual biomechanics to encourage freedom of movement and reduce pressure on the Achilles and provide stability.

Keen’s Trailhead range is a collection of rugged and refined styles set to inspire a new chapter of epic adventure for the modern outdoor athlete. Heading up the pack is the Targhee EXP for men and women. The Targhee has been a hit with hikers around the world since its launch over a decade ago. This hiker takes all the attributes of the original trail legend and fuses it with a bold new design. www.keenfootwear.com

NIKWAX A3 400 Nikwax Tent & Gear SolarWash is said to extend the life of tents by 50%, just by cleaning.

UV light and dirt are the two most important sources of damage for tents and gear. Dirt makes fabric absorb water, which weakens the waterproof coating’s adhesion to the fabric, making it vulnerable to mildew.

Nikwax’s new Tent & Gear SolarWash is a water-based cleaning spray for tents and outdoor equipment that protects against UV degradation, whilst removing dirt and unlike normal detergents, does not leave behind contamination that damages water repellency. www.nikwax.com

10 09_Exhibition_Brands.indd 2

11/01/2017 17:10

DIDRIKSONS A2 108

Didriksons has injected strength, colour and precision into its sportswear collection for autumn/winter 2017. The collection combines functionality and design keeping its 100 -year-old heritage in mind while but still suitable for the modern world.

The designers have used inspirational highlights from the trends of the 90s and blended it with their own view of the future.

The autumn / winter collection introduces new silhouettes, made in new materials which are a combination of their successful past married with tomorrow’s modern look.

The colour palette is brighter, happier

and made to match the garments within the collection, as well as fitting current trends.

When it comes to materials, Didriksons has re-introduced the heavier but popular Taslan to get a heartier look and feel. The company has also stayed true to nature and used more recycled and yarn-dyed materials.

Highlights include the Celine for women and Marcel for men. These two jackets showcase Didriksons ability to combine design with functionality. They are 100% waterproof all the seams are taped and the fabric has a water column of 10,000 mm. www.didriksons.com

AKU A2 300 Following hot on the heels of its Bellamont range of mountain inspired, casual life style footwear, AKU is launching its Badia Plus range using high quality, Italian leather from Dani tanneries located close to AKU’s Italian factory.

The upper uses chrome-free leather and the lining uses zero impact leather, which is chrome and heavy metal free. The Badia Plus is designed and produced in Europe using more than 90% of local components, which are 100% traceable. www.aku.it

HI-TEC A1 308

OSPREY A3 400

Hi-Tec’s latest AW17 collection – its next generation of outdoor crossover products – will be unveiled at ISPO17.

The new collection builds on momentum and innovation for products driven by consumer demands for products that allow them to be just as comfortable and equipped on the trail or on top of a mountain as they are in the city.

Maintaining the brands core outdoor DNA for comfort, value and performance they have combined technology with upgraded materials and beautiful detailing to present versatile, multifunctional footwear collections for whatever the terrain or environment.

The collection incorporates Michelin outsole technology which continues to push the boundaries in urban and outdoor functionality combined with the outstanding personalised comfort benefits of Ortholite Impression and insoles. Hero products include the evolution of the Altitude family of products, Wild-Life and the Women’s Outdoor Lifestyle collections. www.hi-tec.com

Fall 2017 welcomes a wealth of versatility into Osprey’s range, showcasing new packs and accessories.

The Transporter is the ultimate expedition duffel. Built to be tough and comfortable to carry it boasts 780D, TPU double coated, Packcloth Nylon and a stowable backpack harness.

Trillium is the brand’s simple day-to-day duffel. With a clean design and unique, adjustable three-position harness, it appeals to the style conscious while on the road, in the city and at the gym.

The 24/Seven Kickstand takes Osprey’s Everyday & Commute packs to the next level of ventilation and performance. The trampoline suspended mesh backpanel, padded laptop sleeve and integrated kickstand mean this series is perfect while on the go.

The Fairview brings a feminine design to the popular Farpoint series with a narrower yoke and backpanel, ergonomically shaped harness and specially pitched and shaped hipbelt.

Osprey has also updated and developed its accessories range. The range of accessories complements a wide variety of adventures.

They provide support, utility and organisation, completing the Osprey Ecosystem. www.ospreyeurope.com

LEKI A5 500

2017 marks the 10th anniversary of Leki’s best selling Trigger S – a patented, safety release system that is fast and comfortable as well as quick and easy to click in and out – and to celebrate the brand is launching its Vertex package.

This Vertex S pole and Vertex S glove combination offers a 30% saving with a package price of £99.95 (as opposed to £134.90 if the items were bought separately). The packages will be supported with explanatory POS outlining the benefits of the Trigger S. www.leki.com

11 09_Exhibition_Brands.indd 3

10/01/2017 23:30

DARE 2B B2 209

Dare 2b’s new and technical multisport range for AW17 is packed with features and technology for ski, mountain, cycle and active sports.

Dare 2b Black Label ski collection incorporates the Overshadow jacket and women’s equivalent the Shadow Cast jacket which contain AEP kinematic technology, endothermic performance and oxyflow ventilation systems to keep the wearer performing at their peak. This is combined with a sleek design, wool fabric overlays and a monochrome colour palette.

The Legacy concept across the ski wear range is about brand immortality and reflects looking forward to the Legacy that someone can create for themselves. The

collection looks at fabrics that will stand the test of time with the pieces including wool and textured fabrics in earthy tones, which are fully functional for ski. To give a heritage look the range has antique brass zips and trims for a worn feel which can be seen in the Throwback Jacket.

Fused with the top end ski jackets AEP Kinematics gives power, agility and enhanced performance. The Carve It II Pro is designed with an ergonomic fit with advanced articulation to allow for full movement and extension. Cut from 360º stretch fabric with inner stretch zones, it allows unrestricted movement making AEP jackets suitable for all action on the mountain. www.dare2b.com

HANWAG A2 202

German bootmaker Hanwag will unveil a new range of winter boots featuring its new Michelin V-Rough sole unit at ISPO 2017. Developed in conjunction with the tyre manufacturer Michelin, the new sole unit offers outstanding traction and stability in all weather and terrains, as well as exceptional durability and abrasion resistance.

A joint effort between the two brands, the venture combined Hanwag’s expertise in footwear construction and sole techniques with Michelin’s proven “Winter Compound” rubber. Utilising the technology found in Michelin’s Alpin 5 tyre, the two brands were able to create a sole unit that offers the

SPRAYWAY A2 308 HAGLÖFS A2 209

Sprayway’s winter collection celebrates a heritage of over 40 years by reimagining its iconic emblem – the Orange Arete.

Tweaked and updated for the modern Sprayway, the Arete represents technical excellence and authenticity.

Highlights include the Orsk Jacket for men and Yana for women – Combining the waterproof protection of Hydro/Dry with a removable synthetic insulation layer making these 3 in 1 jackets a versatile package for all year round use on the hill.

Other highlights include the Nant for men and Eris for women a two-layer Gore-Tex mountain jacket inspired by the success of the 3 layer Zeus and Pandora jackets. Also new in the growing insulation category is the Kimo for men and the Nuna for women an ultra-light highly compressible micro baffle down jacket along with two new synthetic pieces the men’s Rador and women’s Selen.

The Junior Range has been completely redeveloped based on extensive market research to make it the strongest collection yet. www.sprayway.com

The Haglöfs Fall/Winter collection for 2017 is a series of products that will protect you against the elements, regardless of where you are.

With this collection – Haglöfs’ focus has been on its heritage as an outdoor company, providing the most technical products for outdoor lovers. In each product, the limits have been pushed to create highly functional, technically advanced and stylish products that can be worn in a number of situations. This objective is always paired with the aspiration to opt for sustainable materials and manufacturing.

The collection features a series of daypacks, an updated range of highperforming ski wear and – for the first time ever – a line for kids. www.haglofs.com

ultimate in winter weather performance.

The sole’s construction features a self-cleaning design with wide grooves for excellent grip in snowy, wet or icy conditions. The soft, anti-slip “Winter Compound” rubber retains performance and grip in conditions as low as -30˚C. The Michelin V-Rough sole is featured on the new Anvik GTX boot which will also launch as part of the FW17 collection.

It is constructed with a durable and attractive Nubuck upper and has a durably breathable Gore-Tex lining to keep feet dry and comfortable. It will also be available in a women’s Aotea GTX and Maopa GTX boot. www.hanwag.com

EIDER A3 512

Eider has launched its reversible down range.

The Twin Peaks is a reversible down jacket which is a mountain/streetwear hybrid. The micro down jacket – filled with RDS certified down – is part of Eider’s Crossover line. With a bright, solid colour on one side and patterned alterative on the other, these jackets pack down into their own stuff sack for the ultimate in versatility. www.eider.com

12 09_Exhibition_Brands.indd 4

10/01/2017 23:30

MARMOT A2 302

Marmot’s highlights for 2017 include its featherless hoody styles said to represent a revolution in synthetic insulation. This new loose fiber filling offers the equivalent loft, feel and thermal performance of 700 fill power down. In addition, the insulation keeps you reliably warm when wet and is much easier to look after. The jacket can be stashed in its own inner pocket for easy packability.

With the new woven baffle construction of the Quasar Nova Jackets, the stitch free down chambers are created directly from the fabric, preventing the hassle of down migration and saving on seam weight. The jacket is filled with high quality 800 fill power goose down with Down Defender

and can be compressed into its own pocket to give a super compact pack size.

The new Dreamweaver Jacket, available in men’s and women’s versions, is a three-layer waterproof breathable high performance jacket constructed from a new version of Marmot NanoPro fabric characterised by high stretch performance, a robust nylon outer face, comfortable circular knit backing fabric, and 100% seam taping.

The Spire Pant is a Marmot classic with a new look, in waterproof and windproof Gore-Tex 3-layer fabric. It has been updated to a bib version with an extra high waistband. Details like the full-length waterproof side zips, integrated gaiters, drop seat capability, and removable

POLARTEC B5 204

suspenders are just some highlights.

The new Women’s Toaster Capri provides extra warmth for power runs, cold winter walks or evenings in the hut. The seat and thigh sections are filled with extra warm Primaloft® Gold insulation, while the soft, stretchy material ensures wear comfort. www.marmot.eu

Polartec’s Alpha insulation has been a success in the outdoor active sector, offering on-the-go warmth.

The introduction of Alpha Direct is set to be just as popular. Alpha Direct has no inner lining – unlike the original Alpha – so moisture vapour can move away from the body quickly through the fibres, resulting in exceptional wicking capabilities, breathability and fast dry times when on the move.

Examples of new products launching

for next winter will be on Polartec’s stand including Marmot’s new Dark Star jacket pictured here.

The new Marmot Dark Star jacket performs remarkably well during high-output aerobic activities, especially in cold conditions.

This jacket can be used as part of Polartec’s ‘ultimate layering system’ by teaming it with a naturally wicking, odour resistant, temperature-regulating Power Wool baselayer and a NeoShell waterproof and breathable jacket. www.polartec.com

PrimaLoft, the specialist in comfort solutions with high-performance insulations and fabrics will introduce PrimaLoft Insulation ThermoPlume, a high-performing blowable synthetic insulation, with the look and feel of natural down, at ISPO. PrimaLoft Insulation ThermoPlume features a blend of water-resistant PrimaLoft fibers that deliver insulating loft, wet weather protection and compressibility. It mimics the fluidity, feel and aesthetics of goose down in a synthetic fiber.

What’s thought to be groundbreaking is that PrimaLoft Insulation ThermoPlume offers an ethical and water resistant synthetic alternative to down, guaranteeing warmth even in wet conditions. It delivers thermal properties equivalent to 550 fill power down to market for the first time.

Global brands, such as Montane, Mountain Force, Geox, Ferrino, Musto, Blaser, Pikeur, SunValey, Crazy Idea, Hetrego and Ciesse Outdoor are among the first to adopt this technology for Fall/Winter 2017 season.

PrimaLoft is also launching its already successful PrimaLoft Gold Insulation Active

with 45% post-consumer recycled content at ISPO. Swedish outdoor brand Haglöfs will be the first brand to use the bluesign certified insulation in its AW17/18 range.

In addition, PrimaLoft® Gold Insulation Eco, featuring 55% post-consumer recycled content, will be available to the rest of the industry to use from AW17/18 ranges.

Both of these developments advance PrimaLoft’s five-year sustainability goal of having 90% of its products containing at least 35% recycled material, with no compromise on performance. www.PrimaLoft.com

PRIMUS A2 202

STORM A1 610

The new Primus MicronTrail will bring 1L of water to boil in less than three minutes yet it is so small and lightweight it fits easily into your pocket.

The stove is available without piezo igniter to keep weight to a minimum or with piezo for extra convenience.

The MicronTrail with Piezo when teamed with the regulator valve offers maximum levels of performance when low on fuel or when used in cold conditions. www.primus.eu

Key to the Storm range for winter, is the Eco+ Down Proofer (300ml) which restores the original finish to waterproof down garments and down filled equipment.

Providing long lasting performance, it maintains loft and is PFC free. Use in a 30˚C wash; requires heat to activate DWR finish.

The proofer can be used in conjunction with Storm’s Down Cleaner, which has been developed with major manufacturers to maximise the performance and feel of down and down filled items.

The balanced pH allows for gentle cleaning on the fibres so they remain soft to the touch, maximise loft and maintain the intended performance.

PRIMALOFT A2 304

Use the Down Cleaner and Proofer together in one wash cycle for further environmental and cost saving www.stormcare.co.uk

13 09_Exhibition_Brands.indd 5

10/01/2017 23:30

INOV8 INSIGHT

A FIRM GRIP ON SUCCESS

That iconic inov-8 grip

T

he rise to success for multi-terrain footwear and apparel specialist inov-8 is hardly surprising considering its founder was so enthusiastic and passionate about his brand that he was prepared to give a key customer the shoes off his own feet.

This occured in 2009 in a hotel bar when Zimbabwean born inov-8 founder Wayne Edy offered the f-lite 250 prototype he was wearing to US partner and ultra runner Thomas Mikkelsen.

Suffice to say, Thomas called the next day to announce it was his new favourite shoe and the f-lite later went on to be embraced by the functional fitness community across the United States.

Today, under new majority ownership thanks to the acquisition of 80 per cent of the shares by Japanese sportswear maker Descente in 2015, the brand is still continuing to pursue Wayne’s vision to provide the best products.

You could say looking outside the box to provide lighter more natural products encapsulates

not only Wayne’s vision, but the entire team who, based around the Lake District in the UK, are themselves all passionate about trail and fell running.

Head of product and marketing MichaeI Price is one of them, and he is a firm believer that the Lake District location gives the dedicated team free rein to be innovative and a natural environment which offers the toughest product testing ground.

“The Lake District is so important because of the weather. It can be stunning but can also have the toughest and harshest weather conditions.

It’s one place where you can run off trails giving you a really wild running experience. You can get to the top of mountains in the Lake District, but they are still extreme mountains.

“We are fortunate with our location, but the success this team has achieved also shows you what a group of people can achieve when they truly focus on the end user with a passion to deliver the best product.

“You could call us loveable outlaws. Versus the running

market, we deliver lighter more natural products. That’s why we’ve grown at an average rate of 13% per year in trail running from 2013 to 2016, out performing the market. In clothing we’ve grown at an average rate of 40% per year since 2013, a really impressive result.

From the UK global head office inov-8’s products, including award-winning footwear and apparel, are designed and distributed worldwide with some design also undertaken in the United States.

Launched only three years ago, inov-8’s clothing ranges already account for a significant 15 per cent of its business.

Designed to be lightweight to suit for trail runners, “it’s a hidden gem for inov-8”, Michael comments.

“It’s great for a British business to get to this stage in a such a short space of time,” he adds praising new owner Descente’s rare philosophy which is all about delivering the best product.

“That’s a very different philosophy from other companies and takes you back to

what Wayne did when he started the 2003. He wanted to find the products that the market wants.

He believed the shoe or the product should never inhibit but work with the foot or the body.”

Today inov-8 stocks shoes suitable for multiple terrains whether soft and muddy, hard and rocky or snow and ice. It’s latest innovation, the Trailroc, incorporates technology giving greater under foot protection for hard and rocky surfaces and will be inov-8’s focus at the upcoming ISPO trade fair on the Descente stand in Munich in February.

The brand’s range of apparel, which included an award winner at last year’s ISPO show covers mandatory kit lists and ranges from waterproof jackets, light race jackets, Merino wool jackets, mid layer jackets, tights, shorts and bags.

WHERE IT ALL BEGAN It was in 2003 when Wayne launched inov-8. Based in County Durham, he spotted a gap in the off-road running shoe market and took a gamble to fill it.

He launched inov-8 not just as a fell running brand, but as a

14 14_Interview_1.indd 2

11/01/2017 12:56

mountain running brand and developed his first shoe, the now well-know mudroc.

He became a regular at mountain running races across the UK and Europe telling anyone who would listen why the foot should control the shoe not the other way around and why inov-8 was different because it was lightweight while optimising maximum grip.

Word of mouth did wonders for the brand and culminated in the mudroc 290 being named 2003 product of the year by a renowned UK magazine.

From there inov-8 went from strength to strength as Wayne, who is today still a shareholder, and his team began to develop new shoes in their range as well as some new and innovative technology.

A STICKY FORMULA

Top: Exclusive first look at new AT_C PROTEC-SHELL running jacket which is new for AW17. Above: Exclusive first look at the new TRAILROC 285 running shoe which launches in AW17. Below: inov-8 product and marketing director Michael Price living the brand on an lunchtime run with inov-8 colleagues

Just one example of this technology is the brand’s Sticky Rubber.

Michael explains: “For soft muddy terrain you need longer cleat length and inov-8’s Sticky Rubber. It’s a special formula – a bit like the coke formula – which is unique to inov-8.

“In wet conditions, you need your grip to be more tacky because it gives you greater grip just like a formula one tyre which has a different rubber compound from a road car.

“But it’s not only about the grip, it’s also about the way the shoe is designed. Our precision fit is where most of our shoes are sold.

This is where you get that locked in fit where the shoe really works with the foot.”

MOMENTOUS MILESTONES It’s fair to say the technology along with the people and the philosophy have all been critical to the brand’s success, but sometimes it’s also a bit of luck or in inov-8’s case, some critical relationships at the right time and right place.

One of these was inov-8’s association with Pete Bland Sports which began in 2003 and provided a launch pad for the brand.

With a prototype of the mudroc 290 in his possession Wayne went to meet Pete Bland and his son Matt with the aim of getting the Blands, as major players on the UK fell running scene, on board as retailers.

Initially taken in by Wayne’s enthusiasm, the Blands took about 50 pairs of mudroc 290s and ended up selling hundreds of them – and that was despite the early models causing heel related problems.

Pete Bland Sports went on to sell all inov-8’s products and the father son duo were also involved in 2008 with the creation of the x-talon 212 which achieved massive global success and became inov-8’s signature off-road shoe.

Perhaps the luckiest association for inov-8 was with New Zealand athlete Melissa Moon who won the 2003 World Mountain Running trophy in Alaska using a borrowed pair of inov-8’s mudroc 290s.

After 15 years of snow-free summers in Alaska, Melissa woke up on race day to find the unexpected had occured and the course was covered in snow.

Melissa needed a pair of racing shoes with more grip and began scanning the feet of other women racers looking for a suitable shoe.

She spotted a pair of inov-8 mudrocs worn by an English racer and as luck would have it the English team had an extra pair.

Melissa won the 7.7km race and after her win held the shoes aloft to reveal to everyone listening that they had helped her win the race.

These, along with the association with Thomas and Lisa Mikkelsen, which introduced the brand the US market, are just a few meetings which have been important to the brand,.

But chance meetings or carefully crafted relationships aside, it’s the hard work of a dedicated and well-chosen team that has paid off for inov-8.

Michael comments: “We are driven to be the best and most inspiring trail running brand in the world. It doesn’t mean we will be the biggest. We are focused on our key areas the UK, US, the Alps, Scandinavia and Japan and innovation will be at the heart of everything we do across footwear, apparel and bags.

“The passion the team has comes from Wayne. The whole group loves off road running and it has created a great British brand.” n

15 14_Interview_1.indd 3

14/01/2017 13:14

1

19/01/2017

11:56

Sponsored by

SGB Outdoor Jan2016_03_AW.pdf

BOO orind K O ustr iesa NLIN ss E

outd o

NOW !

ocia tion. co.u k /C

C

M

Y

CM

MY

CY

CMY

K

Conference & AGM 2017

onf2 017

15th – 16th March 2017 The Majestic Hotel, Harrogate HG1 2HU

IWA17_195x135_INT_EN_SGB_Outdoor_OUT.indd 1 Ad_Layouts.indd 1

16.01.17 16:43 19/01/2017 14:02

P&P LIVE REFRESH YOUR RANGE AT PRINTWEAR & PROMOTION LIVE!

F

or sports and outdoor retailers and suppliers looking to expand their business through personalised and decorated clothing, headwear and bags P&P LIVE! 2017 is a must-attend event.

Having smashed its 5,000 visitor target two years in a row, the 28th edition of the UK’s only dedicated event for the UK garment decoration industry looks set to be the biggest and best yet Over 13% of visitors to Printwear & Promotion LIVE! 2016 were sportswear retailers, with 36% citing ‘sportswear’ as area of product interest. In addition to suppliers of garment transfers and sublimation printing equipment, many of the 60+ clothing brands have sports, fitness and outdoor wear propositions on stand.

Well known and popular brands exhibiting include Trespass, Craghoppers and Regatta.

New this season, Trespass has worked on a handpicked selection of designs, available exclusively through PenCarrie, comprising authentic down gilets, bespoke soft shell jackets and a suite of technical waterproofs. To top it off a selection of accompanying rucksacks have been redesigned to complement the collection.

Renowned for its innovative fabric technologies including NosiLife, SolarShield, AquaDry and NosiDefence, Craghoppers has transferred this expertise from over 50 years of skill in outdoor and travel clothing production into the corporatewear market, with its Craghoppers Expert range.

Predominantly known for its jackets, Regatta has made the move into sportswear with the launch of Regatta Activewear.

The new brand from Regatta Professional boasts a range of specialist clothing designed for any sport or activity, from comfortable leggings and tough wearing shorts to weatherproof jackets and double-layered socks. Created with ergonomics in mind, the range of Regatta

Activewear features a plethora of benefits including comfortable label-free seams, stretch fabric and products made with light yet durable material. Find out more on stand D40.

For the first time ever in the history of Printwear & Promotion LIVE! the UK’s number one corporate distributor for premium outerwear brands is attending – The Outdoors Company.

As the official corporate distributor in the UK for The North Face, Berghaus, Patagonia, RAB, Haglofs, Mountain Equipment, Mountain Hardwear, Columbia, Helly Hansen and Eastpak, The Outdoors Company will be offering stand visitors an opportunity to access brands like these on a corporate basis. For more information visit stand G34.

RESULT has further extended its substantial range with new products for 2017; and they will all be on show at P&P LIVE! Tough and hard wearing, yet lightweight, the low cut sports look trainer also features an energy absorption heel, SRC slip resistance, padded tongue, steel toe cap and anti-static. Key to JUNIOR & YOUTH range is the new R233J&Y Padded Jacket.

Shower and windproof, this colourful addition is fashionably ideal for wet and windy days.

Visit stand D20 for more information.

Returning to Printwear & Promotion LIVE! with 10 new

styles and 17 new colourways is 2786. Exclusive to Ralawise, 2786 has progressed into a fashion forward outerwear brand, with new styles taking inspiration from key trend shapes like the classic bomber jacket and camo print colourways. 2876 is on stand A20.

Sportwear brands of interest include TriDri, Tombo, Just Cool

by AWDis and SPIRO. New to the 2017 show, TriDri, exclusive to Ralawise is available in men’s and women’s fits, the brand not only offers on-trend sport and athleisure clothing, but key accessories to help aid workouts.

TriDri is the ideal brand for personalisation, all styles are tag free and with an extensive range of colourways on offer it is the perfect choice for teamwear.

Pop along to stand A21 for more information.

Exhibiting on stand E20, Tombo continues to innovate with 10 new styles. At the forefront the TL555 Quarter Zip Top with functional reflective shoulder panels. Tombo ladies’ have seen additions with the TL581 Slim Fit Jogger, TL526 Over T and TL171 Racer Back Vest.

On Just Cool by AWDis’ stand visitors will find an array performance fabrics, styles and colours to suit specific sports or workouts.

This year Just Cool has expanded its collection with the JC017 Girlie Cool Sports Crop

Top, the JC018 Men’s Cool Long Sleeve Base Layer, the JC020 Cool Smooth T, the JC021 Cool Smooth Polo and many more exciting new products. Visit Just Cool by AWDis on stand E10.

On show at this year’s P&P LIVE!, Result’s activewear brand SPIRO will be showcasing its new IMPACT Fitness range and its new collection of COMPRESSION wear as well all current favourites.

SPIRO’s new range of ready-tobrand COMPRESSION garments help improve performance and recovery and reduce injury. The range features the S290X COMPRESSION Calf Sleeve, S291X COMPRESSION Arm Sleeve and S292X SCOMPRESSION Quad Sleeve.

Visit stand C20 for more information.

The new sports collection from ROLY meanwhile has proposals and designs that adapt to all sports practices – have a look on stand F30.

Visitors will also have the opportunity to boost their skills, knowledge – and their bottom line – by making the most of the many feature areas at the show, including: n An all new line-up of speakers from across the globe and covering a range of topics in the Seminar Suite. n The Screen Print Workshop: covering a range of topics for beginners and experts alike. n The Fashion Shows, sponsored

by Regatta: taking place three times daily, showcasing the latest in printwear styles. n The Bag & Headwear Decoration Advice stand: providing advice on how to decorate those tricky items.

The show is open from 10am – 5pm on Sunday 26th and Monday 27th February, and from 10am – 4pm on Tuesday 28th February.

Designed to help visitors make the most of their visit, the 2017 show app is now available for download to iOS and Android devices.

For more information and to register visit: printwearandpromotionlive. co.uk

17 17_P&P_Live.indd 1

19/01/2017 12:59

PRODUCT SOURCING

Why? In recent years the own brand, or private label, phenomenon has been making big headlines.

In grocery Aldi and Lidl continue to make huge strides with their combination of a small targeted number of branded products sitting alongside their own private label offerings.

In the outdoor sector many retailers have embraced a similar philosophy.

Consumers demand brands for the quality assurance and emotional satisfaction, however it is becoming ever more apparent in the outdoor goods market that these brands do not have to be manufacturer brands.

Indeed there are many pros and cons of undertaking your own private label strategy and perhaps this is the starting point for any discussion;

Pros & Cons of private label products Pros: They are usually lower in price than branded products.

-Multiple private-label product manufacturers will compete with each other to earn a retailer’s business, giving the retailer the opportunity to provide the best balance of quality and price for their customers.

-The product quality is generally good (better than most people anticipate when thinking of private label products).

Cons: Some are just plain low quality offerings made at the lowest price point.

-Retailers lack direct control over the manufacturers of their private label products.

-Private label products tend to be “me to” goods that are trying to match branded product performance. They are rarely innovative.

-Customers are tied to a retailer to get private label products that they like.

If you run a successful outdoor outlet then your business is likely to be driven by a combination of “must have” sellers – I.e brands/products that are requested directly by the customer and “sell themselves” and those items that you can influence directly.

This latter category is most likely the place to find a private label opportunity to source directly.

ensure that the sourcing process is (relatively) pain free and will (usually) find an excellent solution, however this will mean that the goods will probably be more expensive than if you were to source the goods yourself.

The pitfalls

Paul Sherratt of Solutions for Sport explores the opportunities and benefits of sourcing own label products.

As a starting point, you will already have an understanding of the potential volume of goods that you can sell and be able to react to any manufacturers MOQ (Minimum Order Quantity).

However, don’t just consider the sales opportunity that may exist for these goods in one channel.

Do some research.There may be opportunities online?

Many successful sellers find an Amazon niche, source goods and then use FBA (fulfilled

by Amazon – effectively the amazon warehouse) to establish a very solid business base.

Looking at these wider opportunities may further assist in assessing the product opportunity.

The next step is how do I source these goods.

How There are several options available and the process is much easier than it was some years ago thanks to the internet.

I) Trade Show

Traditionally the most effective sourcing route was to attend trade shows. Most notably ISPO where the many sourcing halls allow direct access to manufacturers from nations such as China, India and Pakistan.

A combination of the wide variety of goods on show, the

opportunity to talk directly to the manufacturer and the chance to “shop around” means that this is still an excellent place to start.

ii) Alibaba.com

Failing that the next port of call is Alibaba.com. Founded in 1999 by Jack Ma, Alibaba is a business-to-business portal that connects Chinese manufacturers with overseas buyers. In 2012, two of Alibaba’s portals handled 1.1 trillion yuan ($170 billion) in sales with suppliers from other countries now supported.

Think of a combination between Amazon, the Yellow Pages Business Directory and a dynamic search engine and you have some idea of the power of the site.

An advanced search engine allows you to literally find any item that you are looking to source.

For reassurance there is a rating system, simple messaging systems and even “off the shelf” products that can be sourced at aggressive prices.

Iii) Sourcing Agent

The third option is to use a sourcing agent. Often specialising in bringing in goods from specific nations or factories many agents focus on specialised areas and become the “go to” resource in their field.

Without doubt they will

Having found a solution and a manufacturer the next step is to get the product produced.

Invariably, this will mean payment up front.

Often this will mean FOB (freight on board or free on board) price (usually quoted on US$) .

In a simple FOB origin arrangement, the seller agrees to pay all expenses related to the transportation of the freight to a specific point. Once the freight reaches that point, the seller’s responsibility ends, and the freight becomes the property and responsibility of the buyer.

Note that this therefore does not include any duty or other fees that may be due.

My advice, before even starting the import process, would be to visit the Government Website www. gov.uk and search “importing goods”. This will provide a solid overview of the processes involved and any additional costs.

Do not calculate your profit based on the FOB as there are other costs to take into account (shipping, duty, customs clearance etc) but these depend on the item being imported and the list would be too onerous to list here.

Once you’re comfortable with all the implications here its time to place that order.

The end result Don’t forget the lead time. It can take 6-8 weeks to arrive by sea from the Far East and perhaps four weeks to manufacture an item so it is prudent to allow 14-16 weeks.

Don’t forget the design, the packaging, bar codes etc as these also add to the cost and lead times.

But get all these factors right and you could end up with a private label product(s) that fills a niche, provides excellent margin and are a perfect compliment to the branded goods within your store. n

18 18_Industry.indd 2

14/01/2017 13:24

LAUNCH PAD

T

LINA AND DANA

his season it’s Lina for women and Dana for men at Didriksons.

The Lina women’s parka is a classic lined parka with a fixed adjustable hood and a detachable synthetic fur. The parka has a two-way front zip with a double storm flap as well as four exterior pockets. In the back the jacket has a soft pile lining for a comfortable and warm feeling. While the seams are fully taped the outer material is breathable as well as waterproof and windproof. The parka has a PFCfree DWR finish.

The Dana men’s jacket is an insulated parka, also in a classic fit.

It boasts a fixed faux fur trimmed adjustable hood, four front cargo pockets, interior pockets plus a two-way front zip with a double storm flap and adjustable features for an enhanced fit. While the seams are fully taped the outer material is waterproof and windproof as well as breathable. It has PFC-free WR finish. www.didriksons.com

T

GOT TO GLOVE IT

he new Tor Gloves from outdoor specialists, Extremities, will kit you out for the autumn months, while hardy winter climbers will find the Glacier Gloves and Polar Glacier Gauntlets go hand in glove with their winter pursuits.

The lightweight Tor gloves, with durable Amara palms, have a silicone print grip overlay.

A good choice for rope handling, they feature extra reinforcement around the thumb and forefinger. They use lightweight, stretch GORE Windstopper soft shell fabric to provide a close fit and dexterity.

For colder weather, climbers will benefit from gloves which offer fit, grip and dexterity as well as warmth. Extremities Glacier Gloves are close-fitting lightweight and waterproof and use GORE-TEX X-TRAFIT technology which is bonded with the outer and lining fabric to ensure no slippage with maximum dexterity and optimum grip. The supple leather palm and fingers provide extra durability and one-handed drawcord closure on the cuff will keep out biting winds.

For bad weather, Polar Glacier Gauntlets are a good choice. Suitable for in the mountains, they feature GORE-TEX technology for durably waterproof, windproof and breathable protection, and 10oz Primaloft insulation for extra warmth. The high quality Pittards full leather palm ensures added durability and grip. www.extremities.co.uk

VIBRANT HIGHLIGHTS FOR A COLOURFUL 2017

T

he Power Lady line from Gore Bike Wear combines trend with comfort for passionate female cyclists.

Developed by women for women, the Power Lady line combines functional, highperformance materials and a modern design.

Intelligent functionality is invisible – but you can feel it when you slip into an ultralightweight jersey shirt made of silky-soft material that is comfortable to wear in changing temperatures, for instance.

Or it could be a jersey that looks like a simple, functional summer shirt, but also offers protection during rapid descents.

The first thing to jump out at you is the fashionable detail – feminine, sporty and colourful. The completely redesigned Power Lady line is tailored specifically to the requirements of ambitious female cyclists who have high expectations when it comes to uncompromising functionality and modern style. www.goreapparel.co.uk

19 19_Launchpad.indd 1

11/01/2017 15:56

REDEFINING HOME FROM HOME CAMPING COMFORT

S

candinavian family camping brand, Outwell, has set its sights on sleep comfort for 2017 and has evolved its super size Master Bedroom to redefine expectations in practical space and comfort across all its large tent categories.

The three new bedroom grades provide the extra space and headroom required for easy mobility and the use of bedroom furniture, like bedside tables. Common features throughout include a cable port that brings mains power to the bedside for lights, tablets and more.

Colour-coded red and green respectively, the enhanced space of the Royal and

Ambassador Master Bedrooms has been created by increasing length to 250cm and adjusting the cut of the rear wall to increase standing headroom, providing more scope for moving around and furniture.

Royal Bedrooms feature in the aspirational Smart Air TC, Smart Air Polyester and Premium Outwell tent collections.

Ambassador Bedrooms can be found in Air TC, Air Comfort, DeLuxe and Élan tents.

Premier Bedrooms are colourcoded black and provide extra space through the minimum 215cm length – 15cm above industry standard. These are used in the Air Polyester and Privilege Collections. www.outwell.com

TECHNOLOGY FOR THE LEVEL THE TRAIL AND ROAD LESS TRAVELLED THE COMPETITION

S

martwool, the run, snow and active lifestyle merino sock and apparel company, has announced a new PhD performance sock collection featuring patentpending Indestructawool durability technology.

This new, high performance wool-based durability construction, makes the socks ready for any and all the adventures on your list on the road less travelled.

In addition, the socks have redesigned mesh zones, a virtually seamless toe and

Smartwool’s 4 Degree Elite Fit System, and they are gender specific.

Building on the success of Smartwool’s patented Reliawool technology, Indestructawool offers a merino-based durability solution that improves abrasion resistance for the PhD collection by 33 per cent, as determined by independent garment testing. Smartwool also offers a 100 per cent satisfaction guarantee on all PhD socks. www.smartwool.com

L

aunched by two life-long runners in 2009, after years spent handcrafting and shaping lightweight shoes with extra-thick midsoles, the new collection from HOKA ONE ONE offers a number of features that dedicated runners are passionate about.

Initially embraced by ultra runners because of their enhanced cushioning and inherent stability, HOKA ONE ONE now offers shoes for all types of athletes.

The Clifton 3 (RRP: £100) is the latest in the brand’s multiaward winning Clifton range retaining all the same features whilst offering some welcome improvements to fit and feel.

The Speed Instinct (RRP: £120) takes the brand’s Pro2Lite midsole technology – offering a cushioned heel for protection and a firm forfoot for propulsion – and applies it to an aggressive, offroad racing shoe that will level the trail and the competition. www.hokaoneone.com

20 19_Launchpad.indd 2

11/01/2017 15:56

LOCKED IN BIKE SAFETY

T

he Foldylock Compact is a premium folding bike lock taking bike safety to a new level.

Seatylock, the makers of Foldylock believe traditional bike locks are either too heavy, too ugly, too cumbersome, offer bad protection or they squeak, and it can all be done better.

Drawing on experience with two other products Seatylock has gone a step further with the new protection system.

Foldylock Compact is made of six hardened steel links over-molded by a reinforced-military graded-UV treated polymer.

This makes it both friendly to a bike’s paint

job and protected against the elements allowing it to maintain its fresh look over time.

It is constructed from anti drillinghardened-rust free components, so it is built to resist the most violent abuse as well as to withstand extreme weather in the harshest environments.

The Compact unfolds to an 80cm (Approx.

31.5 inches) and weighs 1kg (2.2lbs). It is carried in a designated case mounted onto the bike’s frame and is long enough to lock a bike frame and one of the wheels to an external object. seatylock.com

THESE BOOTS ARE MADE FOR HIKING

M

errell has launched a new range of winter boots that are designed to thrive in the most extreme winter conditions.

They feature exclusive Arctic Grip technology said to provide three times more traction than normal Vibram soles to allow for quick and safe movement like nothing else on the market.

The sole technology also features a thermochromatic indicator which turns blue when the temperature hits freezing.

The boots are suitable for winter hiking, ski trips or even walking the dog in the countryside as the cold bites.

They are now available at Go Outdoors. www.merrell.com

I

f you have been active in the outdoors in the wet weather it’s likely your kit will be caked in mud and dirt. Storm’s Non Scratch Sponge offers hikers and outdoor enthusiasts an easy and effective way to clean up heavily soiled kit without damaging the technical material or fabric.

Whether it’s textiles, leather or a hard surface you want to clean, the patented Non Scratch Sponge is suitable for both loose contaminates and more stubborn dirt.

Use the foam side of the double sided sponge to remove loose dirt and the coloured side to scrub away more ingrained dirt.

With its flocked surface, which won’t scratch when used wet, you don’t have to worry about the coarser side of the sponge damaging your kit!

The sponge retails at just £4.25 and can be purchased from: www.stormcare.co.uk

SCRATCH FREE CLEANING FOR SOILED GEAR

APP TO KEEP YOU ON TRACK

V

iewRanger, a developer in outdoor GPS and augmented reality, has launched a hiking app for Apple Watch Series 2, available to download from the App Store.

First unveiled and demonstrated during Apple’s keynote in September,

ViewRanger’s latest smartwatch app provides turn-by-turn directions and live trip stats for thousands of outdoor route guides across the USA and UK. With a quick glance at the watch, ViewRanger users can pinpoint their exact GPS location on digital maps, access detailed route descriptions, and learn interesting facts about the landscape around them.

The free app, which delivers a tap on the wrist to alert hikers when they reach a key point on their route, works with all versions of Apple Watch

when paired with an iPhone, and is optimised to work as a standalone app using the builtin GPS on Apple Watch Series 2.

ViewRanger for Apple Watch contains more than 9,000 detailed trail guides, from key publishing partners.

Each route guide includes directional arrows, navigation notes, and photographs about the surrounding landscape, allowing users to access key information about the trail they’re navigating with a quick glance at their watch. www.viewranger.com

21 19_Launchpad.indd 3

11/01/2017 15:56

HELLY HANSEN INSIGHT

U

K-based Ned CollierWakefield, skipper and director of British offshore racing team, Team Concise, shares his personal insights and experiences with global ski and sailing brand Helly Hansen to coincide with the brand’s Alive survey.

Ned is renowned as one of the top class 40 skippers and multihull sailors in the world, with his young team being described by the Royal Ocean Racing Club as the future of British sailing.

In order to pursue a dream, you have to be committed and fully devote yourself to it. This means making many sacrifices along the way. As a professional sailor I spend large amounts of time away from home. Even when I’m in the UK, I still need to follow a strict training regime, which means I can’t always join in with the things other people my age are doing.

3. Who or what was your biggest inspiration and why?

1. More than 50% of the British public believe they aren’t living their lives to the full. Have you ever felt this way, and how did you change it?

I have always felt restless when I’m not fully immersed in a project, so I’ve definitely learnt that I need to follow my drive and always take on the next challenge.

My inspiration lies with a great friend, Rob Gauntlett. He was youngest Briton to ever summit Mount Everest, at just 19. A year later, he completed the 180° expedition from the North Pole to South Pole, travelling by ski, bike and boat. Sadly, in 2009 Rob died in a climbing accident, but his memory lives on and he still inspires me today, because of his drive, passion and incredible determination.

2. What was the biggest challenge you faced when pursuing your dream?

4. More than 75% of the British public often have days when they

feel that all they do is eat, sleep and work. What are your top tips for anybody looking to get more enjoyment from their daily lives?

by just under two hours, was an incredible moment of realisation, and a pretty great alive moment for me!

We can all feel like that from time to time, but most of us still have dreams. Don’t be afraid to act on them, no matter how big or small they are. Life is too short not to live it.

6. What is your ultimate dream/ goal?

5. What is your biggest achievement to date and why?

My biggest, personal achievement is creating Team Concise – a competitive offshore racing team that can hold its own, and beat the best sailors in the world on one of the most extreme boats in the world.

My career highlight has to be the MOD70 (70FT multihull yacht) campaign. To successfully make the leap to racing such a powerful boat against the best sailors in the world, and to be competitive within a year feels like a real achievement. Winning the round Barbados race by 12 seconds, and breaking the record

My ultimate goal is to bring together and create a team that wins the Volvo Ocean Race. It has to be the toughest sailing race in the world covering over 39,000 nautical miles of the world’s most treacherous seas, over a period of 9 months away from home.

Sailors are exposed to all types of extreme weather conditions, and temperatures as low as -5 Celsius, so it truly tests athletes and their kit.

7. Money is often seen as the biggest barrier when it comes to people doing things that bring them enjoyment. Holidays, nights out and skiing trips all cost money.

How can people overcome this and still find things to do that will make them feel alive?

Turn off the TV, spend more

22 22_Interview_2.indd 2

16/01/2017 10:00

Yesterday. We competed in an incredible lap around the Isle of Wight in 2 hours 4 mins, beating the previous world record. It was an amazing feeling!

I’m fortunate that my daily routine isn’t too monotonous. It changes depending on where we are geographically, and what we have coming up in the race calendar. The variety stops me from getting too complacent about life.

15. What are the top three things that enable you to do your job to the best of your ability?

It’s difficult to pick just three. I’d have to say, the people around me and their drive to succeed, the boats we sail and their preparation, and of course the kit we wear to keep us protected from the elements.

16. Do you ever feel afraid, and how do you deal with that feeling?

Yes, pushing a boat to its limit, thousands of miles away from land and often in the pitch black is a scary thing to do. The way to deal with fear is to be aware of it and to keep rational. We are always aware of the dangers and constantly make calculated decisions to avoid them. time outside and explore! There are so many things to do outside that don’t cost anything. It’s always worth making the most of our natural playground, and will improve your quality of life.

A personal favourite activity of mine is to go cycling for miles on my road bike – just me, my bike and the wind in my hair.

8. What do you love most about your job?

Every day I get to do the thing I love most – sail! We started Team Concise to provide an opportunity for young, offshore sailors to compete in some of the biggest sailing races in the world. I get immense satisfaction from knowing that I am actively helping others to fulfil their dreams.

9. What do you least like about your job?

As much as I love what I do, it can be mentally and physically stressful at times.

10. How do you make yourself feel alive on tough days?

beautiful sights whilst working towards my fitness goals.

Every now and then you have moments where you’re sleep deprived, hungry and huge waves are crashing over the boat. It really can be tough! It’s so important for the team to get on well and to have empathy when other people are having a hard time. There’s always a lot of banter on the boat, which definitely helps to keep spirits high.

12. What is the one thing that makes you feel the most alive?

There’s no better feeling than being on the water! Whether flying through the water with the wind in your hair, gigantic waves crashing over the boat, or simply a leisurely sale with friends, there is no better feeling than being in control of a 70-foot boat and seeing nothing but open water.

11. What do you love most about being in nature?

13. Your job is very extreme. Do you worry about safety?

When I’m at sea, I love the open expanses and broad horizons. It feels as if I’m a million miles away from civilisation, and that makes me feel very free.

With the wind in my hair and nothing in sight except miles and miles of sea, it truly helps to put life into perspective and clear my head. I also do a lot of road cycling to keep myself fit when I’m not on the boat. Cycling’s great as I get to see some

Yes, we worry about safety all the time. We are sailing our boats to their absolute limits and there’s a very real danger that something could go wrong.

With that in mind we constantly work on procedures to ensure we are ready when the inevitable happens.

14. When was the last time you felt alive?

17. If you could give your younger self one piece of advice, what would it be?

Sail as many different boats as possible and don’t be afraid to ask everyone questions.

Being versatile is a valuable skill in whichever discipline you choose, and there’s no substitute for time on the water. If you get the opportunity to sail with some of the biggest names and most successful guys, make the most of it – they’re always keen to pass on their advice and skills.

18. What is your favourite piece of Helly Hansen kit and why?

Wearing the right kit is critical for our comfort, performance and safety. The kit we wear has to be lightweight and comfortable, but tough enough to withstand everything Mother Nature can throw at us. In particular, I love my Aegir Ocean Trouser – the built in knee pads are fantastic for working on deck. They fit well and are completely waterproof. n

23 22_Interview_2.indd 3

14/01/2017 13:12

ONLINE RETAILING

THE POWER’S ALL IN THE WEB

F

www.infinitynation.com

or retailers who trade online, your website is probably the most powerful sales tool in your arsenal, so it is imperative that you are using the tools available, to get the most from your website.

The best place to begin is to get a good understanding of your site’s analytics. Google Analytics is a great platform to understand how your business is performing online; it’s free and easy to use. Analytics offers the facility to set up a dashboard of KPIs allowing you to monitor, measure and understand everything that’s happening on your website which will allow you to start understanding your digital landscape.

Think of your website the same as someone perusing a store; analytics shows what has driven people to the front door, what they are looking at, their route around the shop, what they purchased and where they left. Proper analysis of this data allows you to make informed decisions paving the way for faster growth.

TOP TEN TIPS 1. Ensure you’ve got your analytics set at your correct time zone. If the time zone is set incorrectly, you will be analysing the wrong data.

Knowing the optimum time for when people are visiting your website is a powerful tool.

2. Exclude your own personal and business IP address from the results. If you don’t do this and you’re visiting your own website all the time, the results will be skewed.

3. Make sure e-commerce tracking is set up and then track the performance of your marketing activity as well as product sales.

4. Set goals related to your Key Performance Indicators and split test (A/B test) changes to your website against them.

Look at how customers are completing goals and when, then test amendments on your website against these benchmarks.

5. Create and monitor conversion funnels to help identify issues in your checkout process.

6. Discover more of your “not

provided” keywords by linking analytics with the Google Search Console.

7. Block referral spam. Bots can artificially inflate your visitor data. Paypal.com can appear as a referral if you offer this payment method, so make sure you exclude them.

8. Understand which devices people are using to browse your site. Did you know that 91% of millennials searches are via mobile? Understanding your audience’s device preference and offering the best online experience that works with that device is essential.

9. Set up site search to see what users are typing in your search bar and use this data to improve key pages and navigation.

10. If there is a core time of day, (eg 6 pm) when customers are viewing your site, ensure you have a customer service department that is prepared to handle the traffic. We work with Chippenham-based Expo Link to ensure that all of the office call handling is in place for any customers that might have queries that can’t be dealt with online. n

24 24_Online_Tips.indd 2

14/01/2017 13:25

DIGITAL SALE TOOLS INCREASE RETURN ON INVESTMENT AT TRADE SHOWS

T

rade shows offer a unique cost effective opportunity for manufacturers and distributors to generate sales by presenting their brands and products to a very relevant and captive audience. With the right preparation beforehand, a sales person can meet more customers and make more new contacts in two days than they would usually meet in three months.

Despite all of the benefits, exhibiting at a trade show such as ISPO, which is just around the corner, is a big investment – so it is vital to maximise the return on investment by providing the sales team and distributors with the best possible tools to make the most of their selling potential, maximise orders and provide second to none customer service.

A 2015 survey on how to improve the order management process amongst

manufacturers and distributors revealed order writing inefficiencies as the number one challenge. Print catalogues are outdated instantly and cannot be updated easily or cheaply. Finding product information quickly is difficult, especially when there are ever growing ranges to sort through, and deletions or stock-outs still appear in a catalogue.

One solution might be to adopt the right software into your daily operation. One example is aWorkbook, a digital sales and order capture software, which combines a digital product catalogue with an order writing interface, brand stories and videos, presentation tools and individual assortment building functions. It is one of the digital sales apps helping sales representatives save time and increase sales.

Software such as this can provide a detailed product showcase combined with

powerful filtering options to support category management and selling initiatives. It can also guide customers through the buying cycle with the creation and sharing of tailored product assortments. Orders can be created in Excel and PDF for manual or automatic processing by backend systems.

Everything is digital, so it’s always up to date and different customers can be shown a customised assortment of only products relevant to them and if it’s needed in a different language.

It can be a cost effective alternative to printed workbooks, allowing the user to avoid the need for large shipping costs involved in taking a large number of print brochures to shows.

A number of high profile brands and distributors are already using the software to provide a professional image and maximise their sales

including 2Pure, Berghaus, Canterbury of New Zealand and Inov-8.

Rachel Williams, Marketing Delivery Executive, Berghaus said: “Since launching aWorkbook we’ve seen a significant improvement in the quality of customer meetings through personalised presentations, easy ordering processes and language options for our International business.

It has significantly reduced the cost of printing and distributing, helping us reduce our carbon footprint and waste”.

Michael Price, product & marketing director, for inov-8 said: “As the specialist in trail running and with a history of innovation, we want to be at the forefront of digital selling. aWorkbook has transformed the way we go to market. It allows us to tailor our presentations, helping us in our customer goal to be an easy and reliable partner to do business with.”

25 24_Online_Tips.indd 3

14/01/2017 13:27

FIELD REPORT

THROWING A LIFELINE

P

ortable water filtration technology which has been used for years by soldiers across the globe and under developed or disaster ravaged communities, is now finding a natural home within the outdoor market.

Life saving cubes and jerrycans, which were developed by water filter specialist Lifesaver have most recently been used to provide desperately needed support for destitute communities after Hurricane Matthew devastated Haiti.

A total of 2,010 Lifesaver cubes and 491 jerrycans were sent by the Department For International Development (DFID) to Port-auPrince in Haiti from the UK as part of a humanitarian response, along with solar handheld lights and buckets. In addition 1,080 cubes were deployed by Oxfam GB as part of their own aid effort.

In total these products have the capability to provide a total of 22,815,000 litres of clean drinking water, minimising the onset and spread of waterborne diseases.

Each cube and jerrycan gives a family or group of people the opportunity to turn contaminated water into their own clean drinking water, making water purification as safe and accessible as possible.

They eradicate 99.99% of

viruses, 99.9999% of bacteria and 99.9% of cysts.

But now instead of saving lives, Lifesaver is accelerating its reach into the outdoor market with the launch of a new product which is better designed and positioned to be used by outdoor consumers.

Chances are if you are planning an outdoor pursuit either in the UK, travelling through Greece or for filtering from India’s backwaters, you might find yourself in a situation where you need a good water filter/purifier.

So in an effort to communicate more clearly on the topic of water filtration and purification specifically for the outdoor market, Lifesaver has developed a buyers’ guide as a tool for consumers and retailers.

The purpose of the guide is to help people make a more informed purchasing decision in the unregulated world of portable water filtration.

For retailers specifically it is hoped that the buyers’ guide will aid their understanding of the market so they can better inform consumers.

So what should an outdoor enthusiast or outdoor retailer look for in a good water filter?

1. Ask for a published Independent test certificate that proves microbial removal. If you cannot find it on the website, ask the manufacturer to show you

their test certificate which proves microbial removal. As an absolute minimum a water filter/purifier should remove 99.99% of viruses, 99.9999% of bacteria and 99.9% of cysts. This is the Environmental Protection Agency standard for microbial removal.

2. Check the product has undergone a ‘Challenge Test’ The assumption is that all filters and purifiers perform the same in all water conditions. Filters should undergo a Challenge Test – a test to remove harmful contaminants from worst-case water. Worstcase water is simulated sewerage infected dirty river water, with high PH, high levels of total organic carbon (TOC), high turbidity (NTU), low temperature and high total dissolved solids (TDS). If your filter has not been put to the test with worst-case water, don’t trust it to perform for you in the field with turbid, discoloured water.

3. Buy a product that tells you when it’s no longer filtering and purifying effectively.

Check the filtration medium used – the great benefit of ultrafiltration is that when the filter no longer filters and purifies, it stops working. This provides you with confidence the product is doing what you need it to do when in operation. No guess work required.

You absolutely need to know when your product is no longer filtering effectively. n

The inspiration for the filtration system first came in 2007 when Lifesaver’s founder Michael Pritchard was touched by the tragic waste of life caused by the lack of safe drinking water in the wake of the Tsunami in December 2004 and Hurricane Katrina hitting Louisiana in 2005.

Rachel Balm, marketing manager of Lifesaver commented: “Our bottles, cubes and jerrycan’s are used daily, in normal situations, however the technology really comes in to its own in emergency situations.

“When a cube or jerrycan is handed to someone, it can literally be a lifeline – people can take water from unsafe municipal sources, murky puddles and swollen rivers.

They simply need to fill up the unit, pump the water through the filter, and then clean water gets dispensed instantly”.

To keep risk of contamination to a minimum, the products actually store dirty water, which is then simply filtered as needed. The products are easy to use and maintain, meaning that there is less need for educational messages or training, as well as a lower risk of improper use.

Most importantly, the products have been designed to be failsafe – when the filter stops working, water simply won’t come out. It will only ever pass filtered water.

26 16_Field_Report.indd 2

19/01/2017 14:03

Ad_Layouts.indd 1

16/01/2017 10:51

P&P Live 2017 Advert A4 Split-App_Layout 1 09/01/2017 14:47 Page 1

Hall 20, NEC Birmingham: Sunday 26th - Tuesday 28th February 2017

new brands, more stands, live demonstrations, product innovations, expert advice & Inspiration

Download the app today Use it to plan your itinerary, set notifications, get reminders and more

Follow us @pandplive

REGISTRATION NOW OPEN visit WWW.PRINTWEARANDPROMOTIONLIVE.CO.UK To find out more Ad_Layouts.indd 1

16/01/2017 10:49