New Course

Gaastra. NEW COURSE

Gaastra. The maritime sportswear brand Gaastra underwent a gentle course correction under the leadership of its new CEO, Oliver Frielingsdorf. Now it’s getting ready for its next manoeuvre: the ascent into the premium segment. Text: Kay Alexander Plonka. Photos: Gaastra

Man on board! About a year ago, Oliver Frielingsdorf decided to take the rudder of Netherlands-based lifestyle brand Gaastra. The company, which has been part of McGregor Fashion Group since 2000, generates an annual turnover of 100 million Euros. Frielingsdorf, who is a sailing enthusiast himself, is no stranger in the fashion industry. His career led him to household names such as Triumph International, Nautica, Tommy Hilfiger, Levi’s, and Lee Jeans. When he arrived at Gaastra, the first thing he did was listen. Instead of changing course abruptly, he opted for preparing the brand - and its team - for a new course very cautiously. “After a lengthy trade show abstinence, we have now returned to making our presence known. We want to show our customers what the new Gaastra stands for: better qualities, a good price-performance ratio, and a unique positioning in the premium segment. With Gaastra Pro Gear, we are launching a technical underwear line at Ispo Vision. Our wish list for future trade fair appearances include the Pitti Uomo and the Premium in Berlin.” The brand is also investing heavily in its retail operations: “In the context of our forthcoming expansion in the UK, we tested the market with a pop-up store during the Raceweek in Cowes. We did the same with our store in Newport, the sailing Mecca of the US. In Sweden, where we operate a shop in Malmo, we are one step further and recently opened a flagship store in Stockholm’s new Mall of Scandinavia. We plan to open the next store in Oslo in March. Furthermore, we plan to open three stores in Poland and another three in the Czech Republic this year”, Frielingsdorf explains.

Waterproof and Wind Resistant The compact Gaastra Pro line caters for the needs of both professional and recreational yachtsmen. It almost exclusively utilises fleece, hard shell, and soft shell by Gore-Tex, which justifies retail prices between 349 and 599 Euros. What the brand learns during the development of its Gaastra Pro line also trickles down to its lifestyle

collection. The latter was given a new structure, reduced to 400 styles, and is now divided into three segments named Sports, Yacht-Club, and Sailmaker. The Sports line is closest to the Pro range and is characterised by functional fabrics with technical finesse. The Yacht-Club line mirrors the lifestyle of passionate yacht enthusiasts and includes classic nautical-inspired jersey and knitwear basics, preppy and sophisticated sportswear, and elegant blazers and dresses for the sun downer on deck. Last but not least, the Sailmaker range picks up work wear elements from Gaastra’s founding period; the line is defined by pea coats, coarse knitwear, washed looks, and vintage denims. The retail prices for jackets range from 199 to 399 Euros, while shirts, polo shirts, and light knitwear costs between 59 and 129 Euros. The calculation factor stands at 2.5. All three lines are complemented by footwear that is manufactured by a licensee.

At Home on the High Seas Gaastra sponsors numerous sailing events, is the official outfitter of various boat crews, and also sells exclusive limited event editions at regattas such as the Les Régates de Saint Barth in the Caribbean and the Cope del Rey in Mallorca. “The co-operation with Team Brunel during the last Volvo Ocean Race was a real highlight for us. Furthermore, we only recently signed a ten-year sponsorship contract with the Kieler Woche. We invite retail partners to these events and can sometimes even afford them the opportunity to accompany the racing yacht in an escort boat. This allows our partners to experience the spirit of our brand”, Oliver Frielingsdorf explains. These events are, of course, documented on social media networks and the brand’s YouTube channel.

To Be Near You, To Be Free… Does it surprise anyone to hear that Gaastra’s headquarters are in the West Port of Amsterdam? The building houses a large

Fresh breeze: Oliver Frielingsdorf is the new CEO at Gaastra.

showroom, as well as the design, sales, and administration departments. Gaastra is eager to keep its 100 employees happy, which is why the headquarters also boast a fitness studio, beautiful views of the water, and direct access to downtown Amsterdam. In Germany, the brand’s spirit is represented by E.F. Sportswear in its showrooms in Hamburg, Düsseldorf, and Munich. East Germany is covered by PR Fashion, a sales agency based in Berlin. Starting with the delivery of the autumn/winter 2016 collection, the Austrian and Swiss markets will be served by new distribution partners with own showrooms in Salzburg and Zurich respectively. Gaastra’s German customer list includes approximately 270 retailers such as L&T, Appelrath & Cüpper, Kastner & Öhler, Breuninger, and P&C Nord. Furthermore, the brand operates own stores in cities such as Hamburg, Leipzig, and Cologne, as well as 14 partner stores on the islands Sylt and Fehmarn, to name but two examples. In total, Gaastra is available at no less than 460 points of sale. The collection can be viewed at the following trade shows: Wear Select in London, Modefabriek Amsterdam, and Premium Order in Munich.

www.gaastra.eu