O p8,9 Karrimor 7/17/08 12:56 PM Page 9
www.sgb-sports.com
SGB
Sports and Outdoor
Outdoor Retail - Karrimor
business plan for the outdoor product, which capabilities. The suppliers are a key part of the
we have been working to for the last three development process because we can't do prototypes
years. here in the UK, so we have to have people we can work
The first year we weren't profitable but by with who are very good technicians in the factories.
Cheetah50-70F last year we were. This is based on
speeding up the product development MT: We have a full-time employee in China and he has
process and improving its efficiency. It's made such a big difference to the development and
about getting people on board who getting the timelines down. He knows everything there
know the market and can relay is to know about rucksacks, fabric and the make-up of
information back quickly as we patterns so he is invaluable out there.
actually need to stay ahead of the
market to provide consumers with NK: We felt it was much more important to have a
what they want. We now have very product development person based in the Far East
good partners on the supply side working in the factories, than having that job over here
who are not just working on in the UK. We work exclusively through distributors
production and supply but also have and licensees so we don't have our own sales team. The
excellent product development Blacks Leisure Group is our licensee here in the UK
and the rest of the trade is supplied through a
distributor. This keeps our direct overheads very
tight. We have the right partners to represent
the brand and give the correct level of
support and service to the customer.
SGB: What do you do at retail level to
support shops?
MT: The UK distributor and licensee
are responsible for in-store support.
We support the brand nationally
through advertising within the
outdoor and travel press, working
closely with journalists on gear
packs with testing and reviews, and sponsoring
some huge steps forward in consumer competitions. We also
technologies. One of the key areas is the sponsor a group of climbers
weight – the market demands lighter weight but who are constantly field
the product also has to remain durable. One testing product around the
thing Karrimor is certainly known for is product world, and getting new
longevity so we’re very conscious of retaining product in front of consumers
that. What you will see for SS09 is a completely through their roles in guiding and
new X-Lite range designed for outdoor situations expedition leadership. They also
in climbing, backpacking, trail running and biking increase brand exposure by
where weight really matters. These are versatile supplying photographs and articles
lightweight packs which can be stripped down to a to various consumer publications.
minimalist level if required. We have been the UK
market leaders in backpacking for many years and led SGB: Where do you see future growth
the way in modern adjustable fit systems with the for Karrimor?
Karrimor SA System. We have further refined this for NK: We are focused on being an
SS09 and allied it with a new collection of pack bodies international brand. Currently our
with highly contemporary aesthetics and features.. sales split is 50 - 50 between
We have also spent a lot of time in both design Britain and the rest of the world.
and testing to provide a state of the art There is huge scope for us
womens backpacking range as the female internationally and we need to
market is such an important part of future keep developing the global
business development. opportunity while
maintaining our strength in the
SGB: How has the company changed UK. Certain products have to be
under the ownership of Sports Direct? market specific but as a brand the whole
NK: Sports Direct bought the business range has an international flavor to it. The
out of receivership in 2004, and I came in majority of what we do with product and
eight to nine months after that and my background is business development really is with an international
in the outdoor business. The previous six years I had XLite40 focus.
been with Berghaus. I came in to Karrimor to create a
JULY 2008 9
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