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Outdoor InsIght TM July 2011 outdoorinsightmag.com Editor in Chief Mark sullivan [email protected] 646-319-7878 Managing Editor lou dzierzak [email protected] 612-618-2780 Editor at Large cara griffin Art Director Francis Klaess Associate Art Director Mary Mcgann Contributing Editors Mike Kennedy nancy ruhling Tim sitek bob seligman Publisher Jeff nott [email protected] 516-305-4711 Advertising beth gordon [email protected] 949-293-1378 Jeff gruenhut [email protected] 404-467-9980 Troy leonard [email protected] 352-624-1561 sam selvaggio [email protected] 212-398-5021 Jess Tendrick [email protected] 201-236-6324 Production Michael Jacobsen 201-396-7005 [email protected] Business Manager Marianna rukhvarger 516-305-4709 [email protected] Subscriptions store.formula4media.com 04 Outdoor Eye “The folding VF Corp buys Timberland; Decker to cease distributing Simple Shoes. knife market will always be Po box 23-1318 08 Pet Products evolving and great neck, nY 11023 Man’s best friend deserves technical – and fun – equipment, too. 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It’s not how big, but how the company can serve the smaller retailer Timberland execs in key positions. Timberland COO Ken Pucker left the company several years ago and now works with investment groups that have stakes in MBT and other brands in the outdoor lifestyle space. Doug Clark, Timberland’s Chief Innovation Officer, left the company in 2008 and formed New England Footwear, which then acquired the GoLite footwear license from Timberland. VF has proven it can develop talent internally and tends to promote from within. When Mike Ejeck, the president of The North Face, was promoted to head up VF’s outdoor brand coalition in VF Corp says it agreed to unclear on how to embrace its Social Responsibility that 2004, he was succeeded by buy Timberland to “make a big new urban customer. When focused on Service, Product, Steve Rendle, who has since brand bigger.” But its ultimate the urban trend cooled down Energy and Workplaces. And been promoted to a larger role. success in the outdoor market for the brand, it had nothing in even prior to that, the company The North Face did not miss will depend on its ability to the pipeline to replace it and as led a number of service a beat during that transition. make the big brand relevant to a result Timberland lost some initiatives that focused on giving Timberland should benefit from specialty retailers. credibility with independent back to communities in which the infusion of VF talent into its By most accounts, the deal shoe stores and outdoor It’s a win for VF management ranks. is a win-win. It’s a win for VF, specialty retailers. The North which adds another Timberland acquired which adds another plum brand Face, on the other hand, has plum brand to its SmartWool in December to its outdoor and action sports also had a decade of explosive outdoor and action of 2005 in what has been a portfolio joining The North Face, growth. Its soft shell jackets sports portfolio. well regarded move. Vans, Jansport, Eagle Creek, have become the uniform for SmartWool has been a leader Reef and Kipling. And it’s a urban and suburban teens alike. it did business. The company in the “natural” fiber movement, win for Timberland, a global But TNF managed the growth also created a Path of Service expanding from socks into power brand, but one that has and expanded distribution very Program that allowed for 40 sweaters and other apparel struggled at times with market well. For example, in New York hours a year of paid leave so categories, and SmartWool segmentation, sourcing and City, TNF was featured in a full- employees could do community should benefit greatly from apparel — all things that its new page, four-color ad in The New service. Occasionally, those the support of VF’s apparel daddy is real good at it. York Times for Bloomingdales initiatives became flashpoints expertise and sourcing clout. and highlighted in the windows for retailers, employees and Timberland has struggled VF reported sales of numerous boutiques on lower investors during the times when with its brand in the apparel of $7.7 billion and Broadway that appeal to college the company’s profitability category, and in 2007 licensed announced plans students at nearby New York sagged, but few have doubted the name to PVH, the huge to grow to $12 billion University. Meanwhile, TNF Jeffrey Swartz’s sincerity. He apparel conglomerate that in five years. has also put resources behind personally is involved in many produces sportswear under Despite racking up annual supporting the brand in core charitable endeavors and with license from Calvin Klein, revenue of $1.4 billion in its outdoor stores and running an estimated $63 million take Donna Karan, Kenneth Cole last fiscal year, Timberland specialty retailers, developing from the sale, he is in position and other brands. For its last has had its problems. Its first product and marketing to continue those efforts, or, as fiscal year, VF reported sales quarter earnings were down 30 programs to support these some have speculated launch a of $7.7 billion and announced percent from its previous year channels. If VF can provide career in politics. plans to grow to $12 billion in and despite its growth over the the same sort of channel Over the years, Timberland five years. With The Timberland past two decades, the company segmentation for Timberland, has also had trouble acquisition, the company is has struggled with its identity the brand will certainly benefit. building continuity in senior already a third of the way there. at times. About 10 years ago, On the plus side, Timberland management. Many top VF has apparel expertise in Timberland got red hot as an was an industry leader in executives in the industry everything from underwear to inner city brand, but company green and corporate social spent time at Timberland, but denim to outdoor performance management had trouble responsibility. In 2008, ended up leaving and moving apparel. They will no doubt managing the growth. It loved Timberland released a long term on to other companies. New apply that to Timberland’s the sales bump, but seemed four prong plan of Corporate Balance is rife with former apparel business quickly. l 4 • Outdoor Insight • July 2011 outdoorinsightmag.com outdoor eye Textile report GE Wins PrimaLoft Contract WIth Reinforces Italian Military European Manufacturers Sales Network GE Energy has won PrimaLoft has hired a contract to supply Bartosz Lassak as PTFE membrane to sales agent for the Italian military garment Eastern European manufacturers. market. Lassak will GE’s waterproof/ head up sales and breathable membrane, marketing, managing known as eVent all represented protective membrane, PrimaLoft brands, The Simple has been selected by as well as dealers brand was Lovers Srl and Tessitura in Eastern Europe launched in 1991 Majocchi Srl as the and Russia. preferred waterproof/ Lassak served as a breathable supplier for sales representative Deckers To Cease Simple, Emphasize Sanuk the Italian Army. for W.L. Gore in Eastern Europe since Deckers Outdoor says it has made the strategic decision to cease distribution of its Lovers has been 2001. In June 2002, Simple Shoes brand. In a statement, Angel Martinez, president, CEO and chair of the awarded the contract Lassak founded Board of Directors, commented: “Simple Shoes was the first brand to prove it’s to supply waterproof/ his own successful possible to make eco-conscious footwear, and we’re proud to have accomplished breathable camouflage sales and marketing all that we have. Given that there is some degree of overlap between Simple and Sanuk jackets and pants, agency, representing consumers, and Sanuk’s positive outlook and global appeal, we make this difficult decision and a windproof vest Nokia and a number knowing it is in the best interests of the brands, the company and its shareholders.” The to the Italian Army of other notable move will take effect December 31, 2011.