O-p16-17 Mountain 9/19/08 12:47 PM Page 17
www.sgb-sports.com
SGB Outdoor Retail - MOUNTAIN BOOT
Sports and Outdoor
GoreTex lining and Vibram soles, to come positive. It's certainly helping us drive the
in at £99.99. With these we're hopfeull necessary call rate that we need to get around
keeping in tune with the more price all of our customers with a growing brand
conscious Scarpa consumer, and even to an portfolio.
extent perhaps attracting new consumers. Behind that, in terms of systems and
On the Deuter side of things, since we infrastructure, we've expanded our Newcastle
took the brand's distribution on in the last showroom to add space for Outdoor
three years we've seen phenomenal growth. Research product, for example. It's a place
This year could see us achieve a milestone where retailers can come and see the entire
of doubling the business in the UK from portfolio and it's become very important to
our point of takeover three years ago. us. Three years ago, when we took on the
That's a fantastic achievement and Deuter brand, retailers needed to travel and
testimony to the quality of the products see it in a shop-like environment, as it's
and the brand support that retailers have physically impossible to carry all of those
given it. While Deuter has manufactured rucksacks into any one retailer on one
an enormous range of rucksacks, they've occasion. It's the same for Outdoor Research
also developed a small range of sleeping as a brand, to see the product in a shop-like
bags. We've actually expanded that range environment with good lighting is key from a
with a selection of UK-specific products which Kieran SGB: Growth presents its own retailer's point of view.
Mackenzie, our Deuter UK Brand Manager, has challenges though – how are you We've made some extensions in our
designed in conjunction with Deuter's German design adapting to accommodate this warehouse to handle the increased
team. That's just been delivered into stores for this growth? growth, both in terms of size
Autumn; it was supposed to be a Spring 09 launch, but SR: One of the key things from and space, and personnel.
the demand and interest was there so we delivered our point of view, in light
early. That's almost like having a new brand for us, of all of this brand and SGB: You've also got an
because it's in such a significant product category product development, is MistralGTX interesting profit share scheme
for our retailers. how do we deliver that, and consolidate it into that started this year, connected to the Deuter brand…
Another core brand is Grivel, which is a brand the market? With that growth level of existing SR: One of the highlights this year has been the launch of
that's recognising the changing market and in brands and new brands, moving forward, we've the
www.deutergb.co.uk web site, which is a dedicated
particular the effect of global warming restructured our sales operation. We now Deuter web site for the UK covering all 300+ products
and the potential risk to its core have four full-time sales representatives within the range, with technical information and
business in ice axes and crampons. on the ground, supported by two resources for the consumer, but also for the first time, a
It's diversifying to try and give a dedicated brand managers (for direct consumer sale facility which is backed by the new
more year-round product portfolio. Deuter and Outdoor Research). initiative 'Clicks to Bricks', which is a unique profit-
They recently acquired a trekking We've moved toward creating sharing scheme for all our retailers. A percentage of the
and ski pole manufacturing much more compact territories profit generated by retail sales on the
deutergb.co.uk site is
facility in Italy, for example. The for our sales team, with the diverted directly back to the retailers who are investing in
facility manufactures more than emphasis being on more time in and supporting the Deuter brand. Put simply, the bigger
650,000 poles per year, and they've front of the customer and less the account for Deuter, and the more support you give the
acquired it with a contract to time in traffic jams. brand in-store, the bigger slice of the online profit pie you
produce that quantity for the next Our previous strategy was to gain. It's early days for the launch of the site, but we
four years. They're using the revenue have a mix of agents and anticipate it will provide a fantastic service level and
from this to branch out and invest in the Mentor representatives covering different brands resource for the UK consumer. It makes an enormous
brand, and develop products in their core sector, and within our portfolio; now we've hopefully simplified product range directly available, which no single retailer
also in new areas such as their own-brand range of things for the retailer in that they have one point of would ever be able to manage in one go.
trekking poles. So we've recently launched a range of contact for The Mountain Boot Company, covering all of
Grivel mountain walking and trekking poles which their brands, so they can look to one resource for any Interested in The Mountain Boot Company's diverse
have some unique innovations within them. There's a form of sales aid, training, merchandising or support. range? Contact details are: Tel: 0191 296 0212, web:
strong take-up and interest already for those within the That new structure has begun with the SS09 selling
www.mountainboot.co.uk or email:
specialist sector. season, and so far the retailer feedback seems to be very
info@mountainboot.co.uk
SEPTEMBER 2008 17
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53