p10,11 Golite profile 11/17/08 9:48 AM Page 10
PROFILE - Outdoor Retail
SGB
Sports and Outdoor w w w. s g b - s p o r t s . c o m
Of all the wonderful things SGB saw at Friedrichshafen in summer 2008, one of the real standouts was GoLite. Great looking backpacks
and equipment pieces are complemented with a stylish apparel range, weighing next to nothing but boasting high technical specs. When
we learned of how they're hoping to establish themselves in the UK and various European markets, we just had to know more…
E
uropean General Manager for GoLite Mark Flanagan has Going forward we are getting growth from people who MF: GoLite on the Planet is GoLite’s environmental
been tasked with the huge job of gaining a foothold for have responded to the PR of the brand and are looking for initiative that is at the core of the brand. Kim Coupounas,
the GoLite brand this side of the pond. He explained to something new and more technical to put in their stores cofounder of GoLite along with her husband Demetri
SGB what their plans are, what makes their product In the UK we have been discerning with our product Coupounas, has taken the position of Chief
special and how things are progressing. placement and we do not put the product with retailers Environmental Officer within the company. This position
who discount heavily – we are positioned as premium and is key to preserving GoLite's mission statement, which we
SGB: How are you approaching the introduction of GoLite that is attracting premium retailers. We could widen the have always adhered to. She researches the positioning of
into the UK market? distribution but I am mindful of the fact that we can factories and has links in all parts of the world with the
Mark Flanagan: We have three sustain a profitable business with around 50 dealers in the aim to minimise the environmental impact to eventually
sales agents in the UK define our true baseline. I take note of my air miles,
now, in Scotland, North which is all part of GoLite’s aim to become a
of England and Wales totally carbon neutral and a zero waste
and South East; we are still company by 2010.
looking for the right person GoLite has also invested in wind
in the South West, so at the farms in America, so we are not only
moment I am dealing with any accounts we have committed to getting the company to
down there. I also deal with all the key accounts. Adrenaline 20 sleeping bag be carbon neutral but we are also
We have over 20 stockists in the UK and the majority of investing in the future. Our aim is to give
that early growth has come from the Spring 09 range. UK to facilitate the consumers that we have. If we head something back rather than being happy with neutralising
There is a combination of bricks and mortar with internet into 2009 with 30 dealers I'll be happy with that as we can out impact.
retailers and internet only. The 25 per cent that are build up the trust with the dealers that we can deliver the
internet accounts are specialists in this field, and these are product and back it with PR. SGB: What are the key products for you?
some of the accounts that were performing quite well MF: The core products for us are backpacks, shelters and
when I took over last July (07). SGB: Speaking of your PR, what is 'GoLite on the Planet'? sleeping bags in that order. It's an interesting position to
10 NOVEMBER 2008
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