• News
    • Brands and Retailers
    • Industry Press Releases
    • People
    • Show News
  • Gear
  • Events
    • OR Snow Show
    • OR Summer
    • OAX
  • About Us
    • Contact Us
SUBSCRIBE
  • News
    • Brands and Retailers
    • Industry Press Releases
    • People
    • Show News
  • Gear
  • Events
    • OR Snow Show
    • OR Summer
    • OAX
  • About Us
    • Contact Us
  • Subscribe
Q

Photo by Hamish Frost -Courtesy of Rab
News:
Brands and Retailers
March 27, 2023

The Plan to Revamp Rab and Lowe Alpine Despite a Challenging Market

Adam Chamberlain, new U.S. manager for parent company Equip, talks inventory challenges and making a heritage brand relevant again.

By Bart Schaneman
Share on Email
Share on Linkedin
Share on Facebook
Share on Twitter
[photo-by]
Photo by Hamish Frost -Courtesy of Rab
News:
Brands and Retailers
March 27, 2023

The Plan to Revamp Rab and Lowe Alpine Despite a Challenging Market

Adam Chamberlain, new U.S. manager for parent company Equip, talks inventory challenges and making a heritage brand relevant again.

By Bart Schaneman
Share on Email
Share on Linkedin
Share on Facebook
Share on Twitter

(This story was updated on 4/13/2023.)

As the new U.S. Country Manager for outdoor gear and apparel brands Rab and Lowe Alpine, Adam Chamberlain has pinpointed inventory hangover as a primary focus.

Retailers and brands are sitting on tons of inventory as the pandemic fever for outdoor goods has slowed since last year.

After a few years of “reinvigoration” in the specialty outdoor retail space, “we’ve hit a bit of a wall,” Chamberlain said in an interview with The Daily. Chamberlain is based in Louisville, Colorado.

“That’s where the disruption in the business has come from,” he added. “Brands and retailers are struggling to figure out the best way to manage it.”

Chamberlain started at United Kingdom-based parent company Equip on March 1, after five years as U.S. sales manager and the first U.S.-based employee at Norrøna Sport, the Norwegian technical apparel brand.

During his more than 20-year career he has also served as the vice president of marketing at Black Diamond and in various roles with Patagonia.

Cyclists in Rab gear

Photo courtesy of Rab

Rab Remains Strong

Retailers and brands are faced with tough choices about launching new plans and initiatives when there is so much extra inventory in the market.

“It’s really going to be about hanging in there,” Chamberlain said.

That’s not to say Rab is going to start heavily discounting.

“We are a full-price brand,” Chamberlain said. The company is committed to not eroding the price point.

But he also recognizes that there’s not much appetite for new inventory. Chamberlain believes brands need to be patient and pump the brakes on new product initiatives, and “work with what we have in the mix.”

Founded in 1981 in Sheffield, England, Rab has expanded into the U.S. market in the last 10-15 years, Chamberlain said.

While some other outdoor brands have matured over the years and moved into other spaces such as lifestyle, Rab has stayed focused on the most avid outdoor users, according to Chamberlain.

“The brand’s in a great spot with momentum right now,” he said.

“We just need to maintain that momentum by continuing to invest in retail relationships, find the great grassroots events to be a part of, and keep bringing this great, functional product to the marketplace.”

Hikers wearing Lowe Alpine backpacks

Photo courtesy of Lowe Alpine

Restarting Lowe Alpine

Chamberlain sees backpack brand Lowe Alpine as a heritage brand that could be better distributed in the U.S.

Lowe Alpine began in 1967, when Greg Lowe developed a pack with internal aluminum staves built to carry heavy loads.

The ground-breaking Expedition pack also had compression straps and other innovative features.

“There was a time when the brand was really well known, and in a lot of doors,” he said.

But Lowe Alpine was sold to Scottish textiles firm William Baird in 1993, and that led to a larger focus on European distribution.

The brand lost market share in the U.S. to other pack brands such as Osprey, Gregory, and Deuter.

“Others came into this market and really took control,” Chamberlain said.

Today he views Lowe Alpine as a restart project.

Climbers wearing Rab gear

Photo courtesy of Rab

Looking Ahead

For the near future, Chamberlain is focused on supporting retailers as much as possible, meaning staying on top of communication, and offering service and support.

“Picking up the phone and being as accommodating as possible to continue the momentum that we’ve achieved in partnership with the retailers and the strong wholesale focus,” he said.

The company also launched a new apparel line specifically designed for gravel biking.

That type of cycling “has a lot of energy behind it right now,” Chamberlain said. “It’s one of the few bright spots in the cycling space.”

From a consumer perspective, product mix and brand diversity are at an all-time high, Chamberlain said.

“It’s never been a better time to be a consumer of outdoor products or outdoor adventure,” he said. “There are a lot of good choices. A lot of great competition out there.”

Bart Schaneman can be reached at bart@ordaily.outdoorretailer.com.

← Previous Article Next Article →
News Brands and Retailers

Hoka Adds More than $500 million in Revenue for Year

Deckers Brands expects to grow Hoka into a multibillion-dollar business in the near future.

News Brands and Retailers

Alterra Mountain Company Bets Big on Next Year

The Denver-based mountain resort company spoke with The Daily about its strategy to deploy $500 million for capital improvements at its resorts.

News Industry Press Releases

Patagonia Names Nina Hajikhanian as New General Manager, EMEA

Hajikhanian has been part of Patagonia’s EMEA leadership team since 2019, most recently as director of direct-to-consumer.

News Industry Press Releases

Thermore Releases First Thermal Insulation Made from 100% Ocean Bound Raw Materials

Ecodown Fibers Ocean is Ocean Cycle-certified and made at Thermore’s production site in Hong Kong.

News Brands and Retailers

Hoka Adds More than $500 million in Revenue for Year

Deckers Brands expects to grow Hoka into a multibillion-dollar business in the near future.

News Industry Press Releases

DU/ER Appoints Burt Damsky as Vice President of Global Sales

Former Juicy Couture and Bench executive to drive global growth.

News Industry Press Releases

Christy Sports Opens New Location in Aspen, Colorado

The store, which opens May 26, sits inside St. Regis Aspen Resort and will provide year-round specialty outdoor rental and retail services.

News Brands and Retailers

Timberland Impacted by Inventory Challenges in Americas Region

Details about how Timberland performed around the world for the quarter and full year ended April 1.

Subscribe for free today!

FOLLOW US ON

  • Follow
  • Follow
  • Follow
© 2023 Emerald X, LLC. All Rights Reserved.

ABOUT    CAREERS    AUTHORIZED SERVICE PROVIDERS   TERMS OF USE   PRIVACY POLICY