Adding brands for new strategy

Outdoor Performance  has added several new brands for the Australian and NZ marketplaces to its rollcall, previously dominated by outdoor brands.

Says General Manager Chris O’Sullivan, “Our new strategy   is to become a company with a diverse portfolio of brands and not to be too reliant on one brand and one season – this strategy could not have come together any better for us.”

New brands include:

• Berghaus, an outdoor, clothing, equipment and footwear manufacturer, established by  mountaineers Peter Lockey and Gordon Davison in 1972 and now, owned by the Pentland Group.

• Five Ten Footwear is a manufacturer of outdoor and athletic footwear.  

Founded in 1985 by Charles Cole and now based in Redlands, California. Since late 2011, the brand with strength in climbing and cycling has been owned by Adidas.

• Surridge Sport  claims to be one of the oldest sports brand still in production and  has long been recognised for its quality, heritage and tradition in cricket, says O’Sullivan.

World class cricketers like Viv Richards, Richie Richardson, Graham Gooch, Mark Taylor and Lance Kluesner all used the SS Jumbo or Turbo bats, he reports.

The Surridge Sport brand is owned by the  SDL Group.

• Eagle Creek was born in the San Jacinto Mountains of California where Steve and Nona Barker ran a retail store called Mountain People.

In 1975, they decided to put their energy full time into pack manufacturing and today, owned by the VF Corporation,  Eagle Creek “offers a full spectrum of travel solutions and can outfit any traveller for any adventure with our four step travel system,” says O’Sullivan.

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