O-p8,9 Iowa profile 9/19/08 1:05 PM Page 8
LOWA - Outdoor Retail
SGB
Sports and Outdoor www.sgb-sports.com
TKC‘‘s warehouse is in an old Spitfire hangar
Made in Europe
Lowa is a well established brand in Europe, but perhaps less so in the UK. All that is set to change though, as
distribution comes through TKC under the watchful eyes of Managing Director Matt Woodruffe and Brand
Manager David Morton, as they explain…
T
KC, formerly known as The Kite Company, brands as and when they wish because of the stock advertorial promos in local newspapers promoting the fit
distributes a number of diverse outdoor sporting holding and the amount of shelf space they have. But our and the quality of Lowa. The promotions are specifically
brands and goods, including Frisbee, Aerobie, focus was never to go for the quick, easy wins, we aimed at consumers in that particular geographical area
Rollerblade, Nordica and, as the name suggests, recognised that because of the high quality and the fit who are encouraged with competitions and vouchers to
kites. Four years ago they diversified further with the quality of Lowa’s footwear that a distribution strategy of go in and experience the expert boot fitting that the dealer
distribution of Lowa footwear in the UK, and hope to engaging with the good specialist outdoor stores, that had offers in conjunction with Lowa. It’s really simple stuff but
match the success of the name in Europe with sales here. good technical knowledge on boot fitting was the way some retailers off the back of that simple marketing
MD Matt Woodruffe is confident in their success as the forward. Sales have gradually, not stratospherically grown initiative have been doubling their sales on the previous
brand has solid pedigree behind it, saying: "From a very and we’ve seen good growth this year. In fact David year.
blunt commercial point of view if we put the right Morton, who has recently joined us as Brand Manager,
resource behind the brand we’ve got so much and was formerly with Scarpa, was astounded by the few SGB: One of the things I like about the brand is that it’s
opportunity for growth here in the UK.” number of retailers that we deal with and by the sheer European made, is that something you’re promoting?
Matt and Brand Manager David Morton explain their volume of Lowa they sell. MW: Absolutely, there’s a huge wealth of detail that
plans and what makes Lowa footwear special… We’ve still got a huge amount to do which includes supports the quality of Lowa. The original Mr Lowa
finding new partners to spread the distribution more traipsed around the Alps buying leather direct from the
SGB: What can the independent widely but that has been accelerated with the farmers and then turned it into boots. Today Lowa use
retailer expect from TKC? appointment of David because of his experience in the modern manufacturing techniques but remain based in
Matt Woodruffe: In terms of the outdoor trade; he’s very well known and very well Europe with a high focus on quality which still starts from
business model the respected. the quality of the hide. The tanneries Lowa uses are also
independent retailer wants to If it takes ten years to aiming to minimise the effect on the environment in
make sure that they have achieve similar success to terms of how they’re treating the hides, which of
authentic, knowledgeable what Lowa enjoys in course is incredibly important. They also
technical backup, a degree of Europe, then we’ll get quality control products that are
exclusivity from their suppliers there. manufactured
and to work in partnership principally out of
with them. We do retain a great passion and respect for SGB:You said that the Düsseldorf near
not only the customers, clearly but certainly for the growth this year has been Munich and also
products that we distribute. greater, what’s been the in subsidiary
main driver? factory in Slovakia
SGB: How are TKC introducing Lowa to the UK market? MW: One initiative that has where they have
MW: Lowa has been introduced gradually, as in purely worked fantastically is that MCS, our PR Lowa-employed quality
practical terms retailers are unable to switch between Company, is working directly with the dealers to run Renegade mid control.
8 SEPTEMBER 2008
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