O p8,9 Karrimor 7/17/08 12:54 PM Page 8
Karrimor - Outdoor Retail
SGB
Sports and Outdoor
w w w. s g b - s p o r t s . c o m
Karrimor
One of the great British names in the outdoor trade, Karrimor fell on hard
times but has seen something of a revival, not least due to a solid product
line. General Manager Neil Kennedy and Product Manager Mark Tucker spoke
to SGB about the brand.
S
ince being bought out of receivership by
Sports Direct, Karrimor is regaining some of the go from Europe to the States with both the Euro and
reputation built up so carefully over many years as one Sterling being so strong against the Dollar. American
of Britain's premier outdoor gear manufacturers. Neil retail prices are also lower
Kennedy and Mark Tucker explain some of the changes in the than over here,
brand, and what's been done to rebuild it. which makes the
margins much
tighter. In terms
SGB: What's new for Karrimor? of the design of
Neil Kennedy: In the last year and a half there have been product the
big changes at Karrimor since we moved from the American
Accrington base, which is our historical home, to product is
Shirebrook which is the Sports Direct group desirable over
headquarters. The business has been focused on here but the
product development and we have been working European
with key suppliers in the Far East to not just influence is
improve products but to improve the efficiency of not sought-
the product development process and the supply after over
process, which in turn makes everything more there.
profitable for the business.
The key thing for us is to get product to the SGB: Where has
market quicker and to get more product to the Karrimor been
market each season, because when Sports Direct growing?
bought Karrimor four years ago this process was Where are you x lite back
very slow. strong as a
The outdoor market has followed what has modern
happened to the sports market in that it brand? distributed through two separate channels. We work with
requires more new product, much quicker. NK: Karrimor as a licensee in Japan so a lot of product is designed
The shelf life of product is also shorter than a brand is specifically for that market. We realise that the
it use to be; it has dropped from about five building nicely in competition in Asia is as intense as elsewhere and we are
years to a maximum of two years before it Europe and we have going head to head with some heavy hitters, but last year
needs changing. This has been brought new partners in many when we linked up with a new licensee in Korea they set
about by the increased competition, SA3 market areas. We are very off pretty much at a gallop – at the end of the year they
noticeably the US brands investing more in Europe. strong in the Asian market, in already had 25 Karrimor franchises open, and business
However, it doesn't necessarily work the other way. Japan, Korea, Hong Kong and South East Asia. The from these is already very good.
American brands encompass sports and outdoor and they strongest International market for us is Japan, which goes
are so dominant in their home market European brands back 30 years. It is strong over there in the specialist Mark Tucker: In the last two years there has been a totally
can't break into it. Also there is a price issue with trying to outdoor market and as a fashion brand and it is new collection launched from daypacks through to travel
8 JULY 2008
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