KUHL prides itself on being one of the few independent brands in the industry. The Daily caught up with Sales Director Tyler Jackson to find out more about the company’s recent growth, what categories are working, and what’s next for KUHL.
The Circana data shows KUHL is one of the fastest growing brands in the outdoor specialty channel. What is driving that growth for KUHL?
KUHL Sales Director Tyler Jackson: It’s an honor to be listed as one of the fastest growing brands in the outdoor specialty channel. Focusing on continued support for the independent, outdoor specialty retailer has fueled our growth. We develop innovative products that complement our core offerings, appealing to both independent retailers and their customers. We are constantly working to better understand the needs and passions of outdoor enthusiasts by collaborating closely with retailers, and investing in brand building, marketing, and bringing innovative products to market.
Did the company overall grow revenue last year as well?
Tyler Jackson: Yes, we were fortunate enough to have another strong year, driven by significant growth in key areas such as women’s apparel, sun protection, and men’s tops.
There has been lots of talk in the outdoor industry about the excess inventory in the market. How has that impacted KUHL, and what strategies has the company used to navigate it?
Tyler Jackson: We have been mindful of the excess inventory challenges in the outdoor industry, and we have strategically navigated this situation by leaning into core programs and categories while avoiding overproduction. We will never prioritize rapid growth at the expense of excess inventory; we have maintained a conservative approach to production. Slow and steady wins the race, as they say. Our goal is to never produce beyond what is needed to maintain the brand at a full-price proposition, even at the risk of missing out on potential growth.
The KUHL women’s line is performing well. Photo courtesy of KUHL.
What categories, products are resonating?
Tyler Jackson: KUHL’s success in the market can be attributed to several factors.
The women’s line has struck a chord with consumers; we have been very thoughtful in balancing the combination of style and functionality.
Sun protection products have become increasingly important and gained popularity among our outdoor enthusiasts and those who prioritize sun safety without sacrificing style.
In the men’s category, tops have been particularly successful in driving growth. Again, we are focusing on attention to detail, innovative designs, and versatile fabrics to create performance-oriented tops suitable for outdoor activities, as well as casual occasions.
Despite the growth in other areas, men’s pants remain a cornerstone of the business. We have established a loyal customer base, and we continue to gain new KUHL fans through our pant programs.
Any interesting changes in the marketing and social strategies for the brand?
Tyler Jackson: As things continue to shift toward a digital world, we’ve recognized the need to create engaging brand-driven content that supports the core of the brand, our incredible product. In the last few years, the demand for digital content has skyrocketed. We have expanded our marketing department to support the demands for this fast-paced content creation. We are seeing an increase in community engagement across all channels through these efforts. In addition to brand awareness efforts, we have leveraged video content to support the product story for customers who have shifted to shopping online.
Photo courtesy of KUHL.
On the KUHL website, it says the brand is “fiercely independent and privately owned.” Does the brand consider that a competitive advantage? If so, why? And who does own the brand?
Tyler Jackson: Absolutely! One of our company taglines, is, “since we don’t have shareholders, we only answer to U.” Being independent keeps us free from the pressures of quarterly reports and shareholder demands so we can prioritize long-term product development. This allows us to invest in truly innovative features and materials, rather than chasing trends.
Without layers of bureaucracy, we can react to market changes and focus on customer needs. As a private company, we control our production cycles to focus on creating premium products, minimizing waste and never going on sale. This combination of focus, agility, and control lets us deliver exceptional products at a fair price. It’s a competitive advantage that keeps us at the forefront of the outdoor industry.
A top from KUHL’s men’s collection. Photo courtesy of KUHL.
At a time when independent specialty retailers are concerned about many brands’ DTC focus, how important is the wholesale channel to your business? How does KUHL support wholesale accounts?
Tyler Jackson: At KUHL, independent specialty retailers are the key component of our business. We’re committed to fostering strong, long-term partnerships built on mutual success. Our independent sales reps are dedicated to building a diverse dealer base with broad market exposure. We believe our commitment to innovation and high-quality products creates a unique value proposition for both KUHL and our independent retail partners. Understanding their needs, we avoid overproduction and maintain a controlled inventory flow, ensuring they have access to modern, in-demand products.
Knowing how promotion-driven the industry was in 2023 we were able to support our dealers by not competing with them on price because our website is never on sale.
