p10,11 Outdoor Brasher:SGBGolf_NEW_template 27/01/2009 10:09 Page 11
Outdoor - brasher
stops on our core leather products. We re-
brasher builds A
introduced leather linings on the Hillmaster
last year and we have a continual
improvement plan in place. This could mean
collection in 09
T
improvements to the tongue configuration or
new foam enhancements as ongoing brasher announced recently that 2008 was the best sales year in its 30-year
improvements in our search for ultimate history, as it unveils plans for its Autumn Winter 2009 range.
comfort.
Year on year sales have increased by 8 per cent, with its AT:20 adventure
travel collection growing by 17 per cent, following a successful re-launch back
SGB: Is there anything else new for you? in September 2008.
AL: Within Mountain Sport, Helium, the multi-
Comfort through performance is at the core of brasher brand values, and
active trail shoe goes back to the Chris Brasher this is always front of mind when designing and delivering new products. Two
roots – an Olympic gold medallist and active distinct footwear ranges are offered within its Adventure Travel collection;
casual runner. Again the product combines AT:Heritage and AT:Evolution.
great performance credentials with modern brasher’s plans for Autumn Winter 2009 include new styles and seasonal
cosmetics. This shoe, and the multi- updates in both AT:Heritage and AT:Evolution. New seasonal colours, with a
function open mesh model, Neon, are mix of premium uppers, will be prevalent, including a new colourway, Dark
perfect for today’s active consumer, but Rust, being added to one of the best selling styles Kamati GTX. Kamati GTX
are equally at home with a pair of will be featured heavily in the forthcoming national advertising campaign for
jeans for everyday lightweight the range.
comfort use. It’s an exciting time for women too, with the introduction of the full grain
wool ultra Our search for leather ‘Balboa’ ankle boot. A fresh new design for brasher, Balboa has a full
calf petrol comfort is even shearling lining for superb warmth and comfort, with a stylish aesthetic that
expressed in our new will appeal to a younger audience looking for a fashionable winter look. A
sandal collection, Chocolate coloured version of brasher’s first calf boot, Bolivar, will also be
where we have used introduced. Bolivar has proved a big hit with female consumers following its
memory foam in our footbeds. These examples hopefully launch back in September 2008.
confirm our ongoing search to gain a clear point of difference The Autumn Winter 2009 range will be supported by a national advertising
through living the brand values. campaign in the national weekend supplements, reaching a potential
audience of active travellers and high spending consumers of over five million.
SGB: Where are you heading next with your product There will also be a full POS pack available to retailers to promote and
developments? guarantee a healthy sell through.
AL: AW09 will see updates and improvements to the AT:20 Managing Director Andy Loeber is adamant the brand can reach new
collection, and SS10 will see some more targeted updates in heights in 2009 and commented: “Growth has been bolstered by a number of
both lifestyle and outdoor that will lead the industry – we are different factors, from innovative and forward thinking product development,
also very aware of our environmental responsibilities and are mixed with strong, consumer-focused marketing, through to first class
looking to develop an environmentally friendly lifestyle customer service and delivery.
collection. “As leaders in providing supreme comfort and performance, we’ll continue
In AW we will also drive the brand to a much wider
to use unique technology that will set us apart from our competitors and also
consumer base through adverts in the travel sections
engage with a wider consumer base.”
of national press – we will use The Mail, The
Times and The Telegraph in a move that For further information on brasher’s Autumn Winter 2009 range, please call
will create demand on
0191 5165780.
both the High Street and
Outdoor Markets.
SGB: How would you Helium XCR
summarise the brand’s
present position?
AL: The brand is in great
health – in difficult trading
conditions I believe that the
brands that stay true to
their values and produce
marketing, product and
service of the highest level will succeed
– brasher are benefiting from these principles and we
are committed to supporting our retail base through this period.
We are excited and confident and looking forward to the challenges ahead.
Neon Anthracite Green
JANUARY 2009 SGB OUTDOOR 11
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