The Domestication of Adventure Travel

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Adventure, excitement, the lure of wilderness exploration; sometimes it can feel like everyone but you is cliff diving, riding dirt bikes in Baja, or bagging 14,000-foot peaks. Whether Millennials are staring in despair at their friends’ Instagram feed, or Boomers and Gen Xers are recalling past exploits, there is an experience gap between people’s self-image, and their daily life. Travel goods products are bridging that gap, crossing over from action sports, adventure travel and the outdoor industry to the travel goods industry. Featuring design cues and innovation from more extreme pursuits, these clever, stylish bags and accessories are making commuters, business travelers and family campers feel a little cooler.

Franz Wieshuber, SVP sales and marketing for LCI Brands, sees this as part of a larger authenticity trend. “Consumers want to feel brand authenticity. I’m not sure many people really need a Yeti ice chest that keeps your beer cold for a week.  Nevertheless, that’s what they’re willing to pay for. The same applies to an Osprey backpack.  Very extreme, but my kid uses it for a school backpack because it’s cool.” Consumers are voting with their wallet to get all the technology and authenticity they can afford, rather than all the technology they need.

In some instances, bags with a rugged style and outdoor credibility appeal to consumers who will never take the road less traveled, just as kids in the Midwest buy surf trunks, boomers own “Born to Be Wild” motorcycle jackets but no motorcycle, and commuters tuck their laptop in a bike messenger bag even if they’ve never delivered a package on a “fixie” bike.

Other travelers remember an adrenaline-fueled life before family and work took priority, and have preserved a taste for brawny products and niche brands. OGIO marketing manager Nathan Adelman calls this a “moto attitude.” Similarly, United by Blue customers have an outdoorsy attitude, whether they are “taking our backpack camping or on the subway, or wearing our flannel for fly fishing or bar hopping” shares United by Blue PR Associate Ethan Peck.

The adventure-crossover trend has spawned best-selling products for companies in the travel goods industry, as well as their retailers. Read on for products that are expanding the appeal of travel goods, and the specific market segments they address.

Attainable Adventure

Wieshuber uses a term from the outdoor industry to describe the weekend-warrior market segment: “outsidesy.” He acknowledges that “the top of the outdoor/adventure pyramid is small and extreme, but the middle/bulk of the market is vastly larger and more moderate. These consumers are called ‘outsidesy’ rather than ‘outdoor extremists.’  We’re the car campers, weekend warriors, etc.  We love the extreme brands, but really don’t need the true extreme functionality of many of their products.”

During weekend trips and active vacations, the outsidesy consumer practices a kind of do-it-yourself (DIY) glamping. Their picnics and car camping trips get them out, but not that far out. And often they are taking all the comforts of home along with them. One key supplier of the DIY glamping set is GSI Outdoors, and their sister company Outside Inside Games. As described by Co-Owner Don Scott, this fun-loving family business “began as a collection of enamelware and has evolved to include everything needed for exceptional food and drink in the outdoors as well as for fun campground games.  We consider ourselves to be at the forefront of glamping and hope our customers will enjoy raising a GSI Outdoors Nesting Wine Glass as they play a fierce game of Outside Inside Backpack Bocce!”

Another key characteristic of the outsidesy consumer is that they see no need to unplug, and are always Instagram-ready. LCI Brands has developed a comprehensive collection of WaterSeals™ pouches and hard cases, allowing their customers to bring all their electronics with them into the great outdoors. Wieshuber shares that “our new WaterSeal magnetic waterproof pouches have really taken off and we’re expecting a big year next year.” The cell-phone size WaterSeals Floating Waterproof Zip Pouch is touchscreen, camera and video usable. And the tablet-size WaterSeals Magnetic Waterproof Phablet Pouch not only allows your tablet to function as an underwater camera, voice and audio function work through the bag. So you can not only record and share video and images, you can take a break from your boating or swimming to watch the latest lol cat video.

The Weekday Style of Weekend Warriors

The outsidesy consumer doesn’t change their identity when they go from the weekend to the weekday. They still think of themselves as adventurous, rugged and attuned to nature, and they want workweek accessories that fit both their sense of self, and have the technical features they’ve come to expect.

The United by Blue 30L Base Backpack is sold in a variety of colors that reference the outdoors, including a topography print that specifically evokes mountaineering adventures (for the former girl scouts and boy scouts who remember learning to count contour lines). Peck describes United by Blue packs as being “durable, functional, and the perfect size to take you from the office to the outdoors” and the 30L Base Backpack is all of that. Voluminous enough to use as luggage (for the experienced packer) and sturdy enough to be a day pack, it also has tech features like a laptop sleeve. And like all United by Blue packs, it’s made from recycled polyester and vegetable tanned leather and comes with a lifetime guarantee. It’s a great multi-use bag for someone whose self-image (but not their full-time occupation) is adventure.

United by Blue’s bags are also intimately connected to their mission to remove a pound of trash from the water for every product they sell. In 2010, United by Blue hosted their first cleanup the same week they sold their first T-shirt. In the seven years since then, they’ve planned 202 cleanups in 27 states, removing 1,039,456 lbs. of trash. The mission of United by Blue has become a way to engage with customers. “We are focused on building relationships with consumers by facilitating incredible experiences through the lens of sustainability and conservation” says Peck. “Our pledge to remove one pound of trash per product sold means rallying our team and like-minded volunteers to pick up plastic bottles, tires, appliances, and even abandoned trucks from rivers, streams, creeks, and beaches. Our commitment has really resonated with our customers, both consumers and retailers who also feel strongly about responsible, durable goods.”

OGIO is known for overbuilt bags aimed at the motorsports industry. In the opinion of Adelman, “picking out a backpack is similar to picking out clothes. People have a style preference, and they value a sense of style. Bags such as the OGIO Rebel Pack LE Benjamins Backpack (with a $100 bill printed fabric exterior) is an example of a strong style statement. It’s a moto attitude that can be carried over into a person’s daily life, whether they’re going to a business meeting or out with the family on the weekend.”

While many bags designed for extreme sports and outdoor applications are more than adequate for work day and commuter use, the workweek is also enhanced by accessories crossing over to the travel goods industry from the outdoor industry. GSI Outdoors has taken the evolution of adventure travel products from classic camping and hardcore backpacking to glamping, and one step further to daily lifestyle items like the Stainless Commuter Java Press. This coffee press can be used to make French press-style coffee while camping or backpacking, but you can also drink out of it in the car like a travel mug. This means the very same, very personal product can be used for a weekend of backpacking as well as a week of commuting.

While LCI has found success with WaterSeals waterproof pouches and cases for electronics, Matador is selling out of the Droplet XL, a fully functional drybag that protects 20 liters of gear, but stuffs down into a palm-size silicon carry bag attached to an aluminum carabiner. While the Droplet XL would function perfectly well on a serious white-water rafting expedition, it also works in everyday life to hold damp clothes or a wetsuit after a gym visit or a pre-work surf session. A drybag is an adventure staple, and by making a drybag this small, light and convenient, anyone can have a Droplet XL clipped to their daily briefcase or laptop bag in case of emergency.

Adventure to Travel Crossover

When the outsidesy consumer does go on a work trip or family vacation, they choose luggage, carry-ons and personal items with innovative outdoor-capable features and an adventurous appeal. One example is the Matador Hydrolite hydration pack, a feature-rich, packable 8L bag which includes a 2L bladder, in-line Sawyer® MINI water filter, and a fully-waterproof main compartment with sealed seams. The water filter is in the tube of the hydration bag, so after you fill up the bladder, the water is filtered automatically as you drink through the tube. Instead of taking a small daypack and buying an endless number of bottles of water while exploring a new city, many travelers are choosing the Hydrolite. Tamara Keller, director of sales for Matador has seen that “travelers want high-end and will pay for quality products, with new technology – and that’s where Matador exceeds. The consumers have spoken, and the travel industry is changing and morphing into a new generation of high-end, amazing quality, hip bags.”

Eagle Creek also excels at developing travel goods versions of outdoor industry staples. As an example, where Matador reimagined the hydration pack, Eagle Creek took an internal frame pack for backpacking and turned it into the perfect piece of luggage. The Deviate Travel Pack 60L is available in a men’s and women’s fit, as well as in a larger-volume model. The Deviate unclips to become a carry-on size 45L travel backpack with a 15L clip-on daypack. The bag has an obvious backpacking lineage, so it will to appeal to a traveler with an outsidesy self-image, as well as the need or desire to carry their own stuff. However, the Deviate is not a dumbed down expedition piece, it’s a been smartened up for travel. Urban-travel features include the Check-in Fly™, Digital Safe-Zone and RFID pocket, as well as full integration with Eagle Creek’s Pack-It™ System. The Deviate is also lockable, with reflective accents for nighttime visibility while walking through a city. The Check-in Fly requires explanation: it’s a rain fly of the type found on some serious hiking backpacks, but it includes a zipper which closes it up over the backpack straps, and two handles to turn it into a duffle. This feature protects the bag from snagging and damage by airline baggage handlers.

Of course, some of the bags consumers choose for vacations and work trips are truly designed to be used for a completely different purpose, like a hike through the Himalayas or schlepping motorcycle gear. But the fact that they are over-built for an extreme user makes them appealing to the average outsidesy traveler, who is attracted to a bag with serious durability and authenticity.

Adelman believes this is a prime strength of the OGIO brand.  “OGIO has always resonated with Moto GP and non-traditional 2-wheel and 4-wheel sports. OGIO is for the on-the-go adventurer, whether they are hiking, dirt biking or on a trip to Paris, they are all adventures for the person who is doing it. It’s a state of mind, that carpe-diem attitude, it’s not an age or an activity. We see OGIO bags as your partner in crime. “

A perennial favorite in the OGIO collection is the Rig 9800 Travel Bag, designed primarily for hauling moto gear to the track. With a completely solid hard-shell bottom called The Sled, and a 7500-cubic-inch capacity, the Rig 9800 tips the scale at 14.2 lbs. But for those who need to take many trips a year and haul a lot of gear, the overbuilt, voluminous Rig 9800 is the way to go.

Adelman reflects on success bred from authenticity: “Between Callaway and OGIO we are involved in a lot of sports that have a really avid, loyal fan base. We are known for golf and moto sports such as dirt biking, but also triathlon: we make a bag for Ironman with wet/dry pockets and space for water bottles and a helmet. Discerning, avid users are the best customer base because they will pay more to buy a superior product, either because they need the features, it fits their self-image, or both. That is where we win.” Adelman’s statement applies to the many brands in travel goods selling product for adventure-minded consumers. Outdoor and adventure style, authenticity and features combine to form a compelling reason to buy that benefits all of us in the travel goods industry.

This story originally appeared in the Winter 2017 issue of Travel Goods Showcase

 

Mike and Mandy: Veteran’s Day Biographical Sketch

Mike Profile Photo Credit Weston WeaverMike w Knight BW Photo Credit Weldon Weaver

photo credit Weldon Weaver

MIKE MOULY

“Waiting for something to happen or someone to tell you what to do is an easy habit to acquire,” says Mike Mouly. “In transitioning to civilian life, the mantra should be ‘Hurry up and do something.’” Mike’s advice comes from personal experience. After leaving the Marine Corps, Mike took care of the necessities of life, but didn’t develop any outside interests to replace the camaraderie and shared goals he had found in the military. He ballooned to 245 lbs., was smoking and drinking heavily, and ruptured two discs. It took a series of wake up calls for Mike to get back on the bike, and a whole series of major lifestyle changes for him to become an elite cyclist—again.

Mike had been an elite junior, winning his first kids’ triathlon at age 13 and his first bicycle race at age 14. Racing all through high school, Mike won the elite state championships in the Team Pursuit and Scratch Race, came in 3rd in the Junior Omnium at the Olympic Festival in Colorado Springs, and was a Cat 3 by age 17.

Reclaiming his original cycling potential was a difficult 10-year journey, comprising moves, coaches, MCL surgery and a protracted battle to quit cigarettes and watch his diet. Explaining his other mantra, “Sweat wipes off easier than regret,” Mike says, “doing all the work needed to attain a goal is just as good as reaching that goal.”

All that sweat paid off and in 2017 Mike finally became the regionally dominant, nationally competitive cyclist he had within himself. Despite a serious crash two weeks prior to nationals, Mike achieved 5th place in two events, the 40-44 scratch race and the 40-44 points race. He also placed 2nd at the NC/SC regional championships (40+), and was 1st place overall in the masters (winning the tempo race and elimination race) at the Omnium pro series at Dick Lane Velodrome. Now a Cat 2 on the track, in 2018 Mike looks forward to finally achieving his Cat 2 upgrade on the road.

Mike has found his flow again: “cycling takes a lot of repetition, training, and practice,” explains Mike. “When I’m on the bike, no matter what is going on in the rest of my life, at that moment everything is alright. Riding helped me focus on things that matter, not just in cycling, but at work and life.”

Mandy Profile Photo Credit Weston Weaver

photo credit Weldon Weaver

MANDY MIDGETT

“My first deployment was to northern Iraq, near Mosul, to a place called Q-West. We were across from the bunker where all the ballots were kept from the first election,” remembers Mandy Midgett, USMES director of sport operations. “It was both an amazing and frightening time. Amazing because it was the first time in more than three decades the Iraqi people had ever had the opportunity to vote for their first democratically elected government. Frightening because there were still so many insurgents in the country against people having democracy. Polling stations were on high alert since the insurgents were targeting them with suicide bombs and mortar attacks.”

“During one of my last trips to Iraq, I was in Baghdad,” Mandy said. “When we were downrange we all ate clean, determined to come back fitter than when we left. I’m trying to stay on the downrange trim-down plan, but I know the dining facility has these amazing ice cream bars dipped in chocolate. One day we had incoming, a mortar landed right outside our office door. And I thought ‘WOW! That was a little too close, I guess I’ll eat ice cream tonight.’ Because you have to have perspective.”

Mandy retired from the Air Force in 2013 from the Joint Special Operations Command where she served on staff as a logistics planner, meaning she would plan and conduct special operations exercises and training, with special operations units. Mandy became passionate about triathlon in 1995 while serving in Panama and was selected to compete on the Air Force triathlon team for two years. During her seven deployments she worked hard to stay in racing shape, apart from the occasional mortar-induced ice cream.

Since she joined USMES, Mandy has filled several roles in the organization, including Camp Director and Triathlon Club Manager. “When I was preparing for our team camp this year, a senior staff member asked what my biggest worry was. I was kind of taken aback. I stated, ‘I guess someone going off the road and landing in the Saguaro cacti- now that would be just awful!’ But – no IEDs in the road, and everyone wants to be here. We stay in the Double Tree Hilton, and they serve us fresh chocolate chip cookies any time we ask for them.”

The USMES Triathlon Club had a stellar 2017, the best on record for the club, and arguably the best for a military triathlon club, ever. “We won the men and women’s military division at the Kona IRONMAN World Championships. At IRONMAN SUPERFROG we won the men’s overall for the second consecutive year, and won the overall team prize in our division for the second year in a row [SUPERFROG is the first and longest running half Ironman, started by Navy SEALs in 1979].” Some would see organizing a house full of endurance athletes as a daunting task; 20 USMESers competed at SUPERFROG. “I guess I’m good at calming people down, sharing my perspective, Mandy says. That’s an understanding largely shared by the members of USMES, who may have become somewhat desensitized to the idea of personal limits, but also understand what is – and isn’t at stake. “I think of our team as being the fun corner of endurance sports. Seriously, come hang out with us. We are all about the camaraderie, and we truly love riding, triathlon and running.”

Mandy had earned a BS in Social Psychology and a Master’s Degree in Organizational Management, and after retiring, she decided to pursue her life passion of coaching and mentoring triathletes and earned her certification as a USA Triathlon certified coach. “My military service was an amazing experience and it was a privilege that I got to be a part of something much bigger than myself. There are friends and perspective I wouldn’t give up for the world,” said Mandy. “And now I get to be part of USMES, and serve the athletes in this organization.”

But maybe no more camping. “Y’all can camp at Sea Otter,” Mandy stated. “I’ll be in Monterey, at the USMES team AirBnB. I don’t need to spend any more time in a flooded tent.”

This article was originally shared on the USMES Facebook page, and the Rudy Project Blog. It was also promoted by Knight Composites and Essentia.

Acquire or Inspire

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TRAVEL GOODS SUPPLIERS JOIN FORCES IN THE AGE OF CONSOLIDATION

Mergers, acquisitions, partnerships and industry consolidation are a fascinating and unnerving part of today’s global economy. In the last decade, we in the travel goods industry have tracked the number of domestic U.S. airlines as they went from 18 carriers to 10. Four of the remaining airlines (American, United, Delta and Southwest) now make up 80% of domestic capacity. The remaining six regional (Alaska, JetBlue, Hawaiian) and budget carriers (Spirit, Frontier, Allegiant) each command less than 5% of the market. While the smaller players may reshuffle, most experts believe that no additional mergers are possible for the big four carriers without violating anti-trust regulations. This, to everyone’s best guess, is the final, mature form of the airline industry, post-consolidation – and we all watched it take shape.

But the airline industry is not the travel goods industry, even if we feel like close cousins. Looking around the travel goods industry, it’s clear that some supplier consolidation is occurring (and has been going on for a while), side-by-side with more unusual and creative partnership. This places us squarely in line with the rest of the global economy, which has seen a surge in mergers and acquisitions (M&A). According to a Forbes article, “The 4 Biggest Trends in Mergers and Acquisitions For 2017,” 2015 was the largest year on record for M&A, with 2016 following as the third largest year on record. The record for most mergers in a month was set in October of 2016.

While it’s widely believed that all mature industries go through a consolidation phase (as with the airline industry), what is driving this current cross-industry international trend? The largest factor is also the simplest: because they can. Companies that survived the recession have been conservatively stockpiling cash. But now that the economy feels more stable and interest rates remain low, executives are looking to put that money into circulation. How much money? Cash balances for the S&P 500 (excluding financial companies) were widely estimated to be at $1.5 trillion at the beginning of 2017. In an informative survey of 1,000 corporate executives by Deloitte, “M&A Trends Report 2016, Year-End Edition,” respondents detail their motivation, strategy and plans for 2017. Executives at 65% of the companies surveyed said their cash reserves have increased, up from 58% at the end of the second quarter of 2016. With those increasing war chests, 75% forecast more deal activity, and 64% believe deal size will also be larger. What is driving these deals? Predictably, expanding and diversifying products and services is the number one reason for M&A activity, at 22%. Right behind it, 19% report technology acquisition as their primary driver, up from 7% in 2015. Also at 19%, executives hope to expand their customer base in a specific, strategically important geographic location. Talent acquisition comes in at 8%, a number that has doubled from the previous year.

While international business trends are fascinating to study, they don’t necessarily apply to our industry, or predict our future. We’re a mature industry with a twist, where new technology, traveler and airline requirements have the power to shake up the status quo. And while our industry has seen its share of traditional M&A activity, travel goods companies seem unusually partnership-oriented. Whether it’s expansion and diversification or technology and talent acquisition, our industry is full of creative collaborations that are successfully achieving M&A goals – without the merger.

mutually assured success

While everyone in the travel goods industry knows Magi Raible, not everyone knows that LifeGear Design was originally conceived of as a quiet, low-profile, private-label design and sourcing company. After founding LifeGear in the summer of 2013, Raible stuck to her private-label plan for a matter of weeks. Then a successful sales pitch to TravelSmith became a gear bag featured on the cover of the 2014 TravelSmith Gear Guide Summer Insert, which in turn inspired a collection, which only six months later was launched at The 2014 International Travel Goods Show.

Raible credits part of her success with seeing unmet market demand at a middle price point for lightweight, recycled-fabric bags. She was one of the first to identify and design specifically for personal-item requirements and under-the-seat space, so as budget airlines began charging for a carry-on, travelers could beat the system. Raible describes that first Show in 2014, when “people were thanking me for developing the products their customers wanted. It was an incredible feeling, getting hugged and getting orders at the same time.” Perhaps as important as finding a niche in the marketplace, Raible’s career at The North Face and Kiva gave her 30 years of innovation inspiration to draw on, working with materials, fabrics and engineering techniques found in the outdoor but not in the travel industry. Talking to Raible does give the sense that her restless curiosity could find inspiration from any source: “One day I got into a conversation with the phone-repair guy about his tool bag. I took pictures, I can see a personal item that we can develop out of that.”

Raible has continued to fuel the success of LifeGear with unconventional inspiration from development partnerships. Private label projects in the last year include an L.A.-stylish luggage collection produced in Italy, an anti-theft tote bag, and a fashionable millennial-focused collection of casual acid-wash denim, canvas and leather bags. LifeGear has also been a silent force behind some of the most technologically creative products in recent years. LifeGear was responsible for the first production runs for industry newbie and 2015 Buzz Award winner ShelfPack by McKaba Luggage. Lifegear also introduced a fledgling Aero-Tray (now aSTAND) to factories and helped them with distribution. As Aero-Tray became more self-sufficient, LifeGear continues to support them with some operational duties. Last year LifeGear signed an agreement to distribute high-technology luggage brand Numinous London™. While development projects provide inspiration and a diversified income stream, as these partnerships evolve LifeGear receives the very benefits sought by the executives in the Deloitte survey: diversification, new technology, and access to new markets and talent. “When Numinous was setting up their distribution I went to China with them, so I could work on building my own distribution network to bring LiteGear product to China’s emerging middle class,” Raible explains. “In addition, Numinous now keeps me in the loop with the most advanced technology on the market.” Finding the benefits of M&As in relationships that are closer to best-friendship than marriage is possible because Raible is able to look at these relationships more creatively. As Raible reports: “Return on my investment is good, but it’s not merely financial, it’s in the form of knowledge, technical know-how, shared talent and connections. The knowledge flow is not one-way, these are mutually beneficial partnerships.”

a winning partnership plan

LCI Brands got its start in the travel goods industry in 1971, with the production of a wheeled luggage trolley. Since those early years, LCI Brands has developed a full accessory line, changed ownership, introduced the Lewis N. Clark brand name, began offering a private label and product development service, and started distributing partner accessory brands. Throughout its evolution, LCI Brands has stayed focused on becoming a complete supplier of travel goods accessories.

In order to achieve their healthy rate of growth, LCI Brands could have chosen to pursue an M&A model rather than a distribution model. (In fact, there is some confusion in the marketplace about which brands belong to LCI and which ones are partners. Only LCI’s two house brands, Lewis N. Clark and UrbanGear, are owned by LCI, while Cabeau, GoGirl, Humangear (GoTube), MosRepel, No-Jet-Lag, Pomchies, and Wrinkle Wiz are distributed to various markets by LCI Brands.) Why has LCI not purchased any of its smaller partners? The answer lies somewhere between a respect for the integrity of the other business, and a shrewd understanding of the psychology of the industry. Travel goods retailers accurately see themselves as travel connoisseurs, curating a collection for their customers. A catalogue full of nothing but Lewis N. Clark-owned product is an anathema to that self-understanding. As Franz Wieshuber, SVP sales and marketing explains, “this is real ‘expert’ business. GoGirl is a great example. If we made that product, it wouldn’t be as cool.”

For a travel goods retailer, the only thing cooler than discovering an unusual niche product is a private label accessory, produced to match the unique value proposition of their specific customer base. And this is where sometimes, with luck, the magic happens. Wieshuber says, “while we do a good business in basic promotional products, like a private-label 3-dial combination lock, there have been times when our retailers’ market-savvy forced us into a different design and development paradigm, and ended up proving concept for us and opening up a whole new area of product development.”

And as with Raible’s experience at LifeGear, LCI Brands as a distributor has received the same technology know-how as a company which pursues an M&A strategy for technology acquisition. Wieshuber observes, “they’re getting the distribution, but we’re getting experience with both technology and the frequent updates to go with technology. I guess we could hire a team to develop that knowledge in-house, but this works so much better for everyone.” Over the course of nearly a half-century of partnerships, LCI Brands has developed a reputation for fairness and integrity that often results in getting the first-pick of interesting new travel accessories. “A lot of people come to us with ideas,” observes Wieshuber. “We could be bigger but we want to choose our partners wisely. We’re in this for the long haul.”

aquiring diversity

Movers and Shakers

While the travel good industry is full of interesting collaborations, it also has experienced its share of recent M&A activity. In the last year, French luxury group LVMH (Louis Vuitton) purchased an 80% stake in Rimowa. Advantus acquired Mercury Luggage in August of last year, attending The International Travel Goods Show for the first time with their new brand in 2017. In May of last year, private equity firm MidOcean Partners picked up Travelpro, including previous Travelpro acquisition Atlantic Luggage. At the beginning of this year, Voltage Valet was purchased by the owner of the Bergman’s Luggage chain of specialty stores, Hardial Gill. These isolated acquisitions represent the recognition of a unique opportunity, rather than a dedicated acquisition strategy. But that also exists in our industry, as practiced by Samsonite, the world’s largest travel luggage company – the largest, and still growing.

Samsonite Takes All?

Samsonite was founded in 1910, and has grown to encompass the Samsonite®, Tumi®, American Tourister®, Hartmann®, High Sierra®, Gregory®, Speck®, and Lipault® brands. American Tourister was acquired in 1993, with a break in acquisitions until 2012, when Samsonite purchased High Sierra and Hartmann. In 2014 Samsonite added Lipault and Speck, and in 2016 Samsonite rounded out its collection of brands with premium luggage leader Tumi.

Samsonite’s latest and most creative acquisition is the largest online luggage retailer, eBags. “As the number one online luggage and bag specialist in the U.S., eBags is an excellent complement to Samsonite’s existing business,” said Ramesh Tainwala, Chief Executive Officer of Samsonite. “The acquisition provides us with a strong platform to significantly expand our direct-to-consumer online presence, not just in North America but around the world. With eBags’ immediate resources and digital expertise, we are able to expand our online retail capabilities in a meaningful way, driving stronger sales growth across all the brands in Samsonite’s portfolio. E-commerce is fast becoming a vital part of our business, and will continue to be central in our strategy moving forward.”

With their most recent acquisitions of eBags and Tumi, Samsonite checked off both the primary reasons for A&M cited in the Deloitte report. They expanded and diversified products and services, and acquired key technology. “Our recent acquisitions of Tumi and e-bags has furthered our capabilities in both e-commerce, direct to consumer and the breadth of our offering to include a more premium price point,” says Tainwala. “Our acquisition strategy has always been led with the success of our global reputation in mind. We choose firms with a similar outlook that complement all our portfolio of brands without ever compromising on quality. With these new additions, we are now very excited by what the future holds.”

While Samsonite’s accelerating purchasing strategy has provoked discussion, some industry insiders are saying that such strategies are not new to the travel goods industry, and are of themselves not necessarily bad for brands or retailers. If handled correctly, an aggressive M&A can improve logistics and increase profits.

putting consolidation in perspective

Ten years ago, VFC (Vanity Fair) bought Eagle Creek. It was the last in a head-spinning series of acquisitions of key outdoor and travel brands over the previous five years, including JanSport, Eastpak, The North Face, and Kipling.

“We forget that one of the most significant events of the past, VF’s acquisition of Eagle Creek, from a retailer perspective was totally seamless,” says Guy Paquette, director of corporate operations, Bagot Leather Goods, Luggage Plus. “In fact, VF made a substantive improvement for us, by allowing me to pay in Canadian dollars.”

Industry observers are nearly unanimous in concluding that the VF long-term strategy has yielded positive benefits to brands and retailers. VF’s divisions run on their own, and brands are allowed a large degree of autonomy. VF backroom support has yielded efficiencies that are estimated to have reduced operating expenses by as much as 10%, increasing profits that are split between VF and retailer margins.

But at the time the acquisitions were taking place, VF M&A were the stuff of legends.

Tim McGuire, director of sales, North America for Eagle Creek, does not dispute this industry assessment. McGuire had a unique front-row view of the path to VF acquisition followed by Eastpak, JanSport, and Northface.

“While I was at Eastpak, we were sold to Coleman,” McGuire explains. “’Chainsaw Al’ Dunlap, author of Mean Business, was then the CEO of Sunbeam. When Sunbeam, in turn, purchased Coleman, I jumped on a flight to meet with Dunlap to see if I could save the jobs of the people at Eastpak, or if I needed to tell everyone to polish their resumé, pronto.” Tucked in McGuire’s briefcase was a copy of Mean Business hastily highlighted by his wife, who admonished him, “don’t say any of these things or he’ll fire you immediately.” Seeing Dunlap’s obvious disinterest in Eastpak, McGuire made a career move to JanSport (which had been recently purchased by VF), and from there led the acquisition team that rescued Eastpak from “The Chainsaw.”

McGuire summarizes VF’s culture, saying “they only pursue conservative brands with slow steady growth, and don’t interfere with their core competency. Eagle Creek today is very autonomous, we can compete with JanSport and The North Face if we want to.” McGuire believes “the beauty of VF lies in their back-office functions and supply chain. VF Asia has enabled us to qualify for green manufacturing certifications.”

His overall assessment? “Acquisition can be extremely positive, it certainly was for Eagle Creek. VF has supported us while allowing us to stay true to our DNA, to tell our story.”

This story originally appeared in the Fall 2017 issue of Travel Goods Showcase

 

My Finish Line Road: Lynn Mattix

I had the honor of helping USMES teammate Lynn Mattix share her very personal story on IRONMAN.com.  It was a deeply rewarding experience, and I hope to work on more collaborative writing projects in the future.

Joy Is Enough: Healing My Family and Healing My Self

Lynn finish line photo courtesy of USMES

Editor’s note: Lynn Mattix is the Membership Coordinator for US Military Endurance Sports, which helps active duty and veterans be fit for duty and fit for life through cycling, running, triathlon, adventure racing, and adaptive (wounded vet) programs. Support or join USMES by clicking here.

By Lynn Mattix

The email that changed my life forever arrived September 15, 2015. I was in my office at Guam International Airport’s control tower, where I worked as the Air Traffic Manager. I was spent. The kind of bone-tired that comes on in the last two months of Ironman training, when you’re piling on the big miles, working more than full-time at a high-pressure job, saving all your smiles for your two small children and spouse at home, and in my case starting work on a second graduate degree. But this is how I ran my life ever since I was 16, trying to prove to the world I wasn’t another teen screw-up. We Ironman athletes are a driven bunch, and I was no exception. I had served in the Air Force for nine years, I had a Master of Science in Aeronautics, this would be my second Ironman. I collected certificates, degrees and medals like some people collect classic vinyl, driven by a deep need to prove myself—one that I rarely questioned even as it ran my life.

But that one email would point me down a different path. One email, and five Ironmans (I can be a slow learner).

With a small thrill, I opened the email from Mike and Teri, a couple who had known me for 18 years. 18 years ago I was a scared teenager: ashamed, in denial, and 24 weeks pregnant.

My parents are amazing people but this was an incredibly hard situation, and we had no idea how to handle it. My dad, a quiet, reserved police officer, took me to buy a test; it was pink before it ever left the box. Then it was my mom’s turn to take me to my first OBGYN appointment.

Mike and Teri were the couple I chose to be my daughter’s adoptive parents. They came to doctor’s appointments in the last trimester and were with me the day Alyssa was born. We wrote and visited until she was five years old, and then kept in touch strictly with letters.

It wasn’t until recently that I would’ve thought this story had anything to do with endurance sports, but what I’ve learned is when the going gets tough (and let me say there’s absolutely, positively nothing glamorous about being a pregnant teenager) we have a choice: Stay on the couch or get out and push—hard! —into something amazing.

This wasn’t a normal check-in email, Mike and Teri had big news: “Alyssa really wants to meet you in person again.” I hadn’t seen my daughter since she was five—12 years ago. “She’s not mad at you, she feels nothing but love.”

As luck would have it, I already had a trip planned back to the U.S. for Ironman Florida. I went to Mike and Teri’s house the week before the race, and Alyssa and I met for the first time in 12 years. I cried when I saw Alyssa still had my Air Force basic training photo on her desk. We went out for ice cream, and it was perfect.

At Ironman Florida, I felt lighter on my feet because I had reconnected with Alyssa. My shoes were filled with helium—or joy—it was hard to tell. At Ironman North Carolina the following year Alyssa got to meet my best friend Laura, who was right by my side for everything when I was pregnant. My family was starting to reconnect, reshaping itself around this beautiful young woman.

For me, my teen pregnancy and endurance sports are inextricably linked. I truly believe we are meant to experience adversity and discomfort and challenge. All people. It’s when we are uncomfortable that we really figure out who we are and what we’re made of.

Alyssa is an outstanding high school athlete: she plays soccer, basketball and softball. She also has serious knee problems that have baffled doctors and led to three fruitless knee surgeries, and pulled her body so far out of whack she developed intense back spasms. She is stubborn as hell and played through the pain all through school. She’s not in perfect health, but I am. When things get tough for me on the course I know that she pushes through pain, so I will too.

I didn’t know any of this before I met her. I felt such guilt when I found out. My younger kids and I are as healthy as can be, we have no issues with anything. Our family life is an active one—we go for hikes and play in the great outdoors. If I could take Alyssa’s knee pain for her, I would do it in an instant.

And this is where the fourth Ironman comes in. (Were you counting?)

In June of 2017 I raced Ironman Boulder. This time there was hometown pressure; I now live in Colorado Springs, I’m the Membership Coordinator for a large Ironman-registered tri team (U.S. Military Endurance Sports), I’m an Ironman All-World Athlete. I really wanted to PR on my home turf—but it was not going to be that kind of day. My personal best at the Ironman distance is 12:40 and I crossed the finish line in Boulder in 13:26. But the race was a different kind of turning point.

Knowing there are many times Alyssa had to stop playing a sport because of the pain, I tried to keep that perspective during the race. I can be out here. And there are people who want to be out here that can’t.

My hands and feet were completely numb after the swim, I’ve never swam in water that cold. A volunteer had to put my gels into my pocket for me in transition because I kept dropping them. I was terrified I wouldn’t be able to grip the bars enough to steer my bike. The marathon was mostly a walk through Boulder.

Not a PR, but a high point in my life for sure. Because the whole prior week Alyssa was at my house.

While she was visiting, my husband and I explained to our two kids, now eight and nine years old, who she was. They received it perfectly: my daughter was thrilled to have a big sister and my son was extremely concerned about being outnumbered. Having Alyssa there, playing with my kids, validated my soul-searching decision to place her for adoption. This amazing woman was now part of two incredibly blessed families. Two families thriving, which I find remarkable in such a tough, unforgiving world.

Families come in all shapes and sizes. I think our story is a beautiful example of how situations like teenage pregnancy don’t have to be dramatic or negative. They can just be simple and real and full of love, from 20 different angles. Alyssa seeks adventure, just like me. She walks very fast, just like me. And her hair is curly and crazy, just like mine.

She is and always has been part of me, but she is and always will be Mike and Teri’s daughter.

For me “Anything is Possible” means a pregnant 16-year-old, overwhelmed by guilt and shame, can find rescue and redemption. In November, I’m headed for Ironman Arizona, my fifth full Ironman. I will swim, bike and run with no secrets. Only joy about all that has come out of a really tough situation.

And there is one more connection to endurance sports. My compulsive drive to prove myself is gone. I train because I enjoy it. I’m even working on my second Masters knowing I may not finish it. And that’s surprisingly ok. Because the part of me that was driven to train—achieve—collect all those pieces of paper to prove that I was good enough, that I wasn’t still that 16-year-old inside, that part has finally healed. My family loves me and couldn’t be prouder of me. I have a job with a wonderful non-profit (U.S. Military Endurance Sports) where I get to help people every day. I have a strong body that takes me outside to play in nature. And finally that is enough. Finally joy is enough.

This story originally appeared on June 30, 2017 on IRONMAN.com

Leading the Conversation

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Travel Goods Manufacturers Create Travel Trends, Not Just Travel Goods

Travel trends are born online, and consumers look for inspiration in blogs written by people like themselves, pore over and “like” photos on adventure-oriented Instagram feeds, and create Pinterest boards of their dream vacations. Some travel brands have joined the conversation by creating their own aspirational travel content in websites, blogs, social media, and real-world consumer clinics and events, establishing authenticity and demonstrating how their products solve real-world problems. And joyful vacation posts prime consumers to be excited about purchasing luggage and accessories for their next trips.

Paint a Picture, Tell a Story: Promoting Travel to Promote Travel Goods

Atlantic’s website is product focused, but its social media is positioned as the voice of the family vacation. The Atlantic Luggage Instagram account is filled with photos of real family trips, entries in the #becauselifesatrip photo contest. The most popular Atlantic Facebook posts link to the Atlantic Luggage blog, by humor writer and travel journalist Erik Deckers. Recent topics include “The Generation X Guide to Millennial Travel,” a surprisingly hot-button issue with 122 likes, and “A Complete Guide to U.S. Amusement Parks: Northwest,” with 147 likes.  As Deckers puts it, Atlantic posts about “the things we do with luggage, rather than talking about luggage.” A typical post, “How to Drive 1,000 miles to Florida in a Single Day,” gets real, providing driver nap schedules, the best time to leave to optimize kid car-sleeping (3 a.m.), and the advice. “first, understand that you’re going to be dead tired.” Consumers will gravitate to a blog that acknowledges that getting a family of five to Disney World within budget may mean only one travel day in each direction (a big endeavor with correspondingly big savings on vacation days, hotel rooms, and airplane flights). Atlantic succeeds because it is authentic.

Eagle Creek’s web presence is filled with attainable adventures, like paddleboarding or running a recreational half-marathon. Most of the banners and links on Eagle Creek’s site are action photos featuring brand ambassadors and relatable sports models. Alli Noland, PR spokesperson for Eagle Creek, explains: “Eagle Creek has always considered itself to be not only a manufacturer but a travel category ambassador, showing people where, how and why to travel.” Eagle Creek’s website features the Travel Hub travel blog, which mixes travel destination inspiration, travel tips, and practical packing advice. A recent article, “Hidden Gems: Eight Riviera Maya Spots Unknown to Tourists” received dozens of shares on Facebook, Twitter and Pinterest. With 32,000 likes, the Eagle Creek Facebook page provides plenty of social media traction, but Eagle Creek’s Instagram account also averages 40-50 likes per post. The most popular posts include a collaboration with the Rock ‘n’ Roll marathon series, and an inspiring quote (and link to a blog post) from a cancer survivor and Eagle Creek Ambassador. Off-line, Eagle Creek ambassadors hold packing demos in partnership with retailers, showing consumers how to use bags, packing cubes, and other accessories in person. (Read more about Angel Castellanos’ packing seminars in the Retailer Trend story on page ??) A core company value is that all employees have a visceral understanding of foreign travel, so that product development, marketing and sales are all driven by personal, real world experience. “Eagle Creek focuses on travel as an experience, both the destination and the journey. It’s not only point A and point B, but everything in between,” says Nolan. Eagle Creek even provides a “voluntourism” program benefit to employees, who receive paid time off every year to volunteer locally or go on a volunteer trip, in order broaden their perspective and immerse themselves in another culture.

Dialogue and Development

An eBags hallmark has always been consumer feedback-driven development. This year eBags collaborated with TripAdvisor to create a new essential travel collection, using TripAdvisor input from millions of real travelers.  eBags’ new collection shows how a company can fully integrate consumer feedback into product development in an authentic way. The next step for eBags is to continue the conversation with the new eBags Escapist portal, with Editorial Director Staci Amend at the helm. Described on its blog as “an interactive travel expertise portal,” eBags Escapist will feature destination-specific packing lists and buying guides, informed by Travelers’ Choice best-of lists compiled by TripAdvisor. “Though we’ve been selling bags since 1999, we are first and foremost a travel company,” says Peter Cobb, eBags founder and EVP. “Our goal with partnerships with global companies like TripAdvisor, as well as the launch of our new eBags Escapist portal, is to inspire wanderlust and help our customers gear up for a great journey.”

TripAdvisor inspires strong feelings of trust because of its status as the top “peer review” travel site, while National Geographic is associated with seeing the world, exploration, and extreme environments – which Craghoppers is leveraging with its National Geographic collection. Partnering with National Geographic magazine also conveys a halo of reliability and hard science. The Craghoppers insect-protection clothing using NosiLife fabric technology has been explicitly cited as helping prevent the spread of the Zika virus on websites from the National Geographic store to adventuretravel.com, establishing Craghoppers as a trusted solution to a dangerous travel problem.

Craghoppers also distinguishes itself on social media with strong Pinterest and Instagram accounts. Craghoppers curates Pinterest boards on everything from backpacking snacks to the travel-inspiration board “Adventure Awaits.” “We want to support those who travel with a purpose, and Benjamin Sadd’s inspirational work he is raising awareness of conservation issues across the world,” says Jim McNamara, CEO of Craghoppers. “If we can make sure he travels safely with the help of our insect repellent clothing, then we have done our job!” You can see photos from Sadd’s “The Trail to Anywhere” photo and film project on the Craghoppers Instagram account.

“The key to our success has been that, as well as designing fabulous product, we focus on the needs of our consumer,” McNamara explains, “similarly with the partners we work with, such as National Geographic, we sit together and work out what product would be right for them. It works so much better when we work collaboratively.”

HEX is the undisputed social media star of the travel goods industry. The HEX Instagram feed averages 300 likes per image from its 32,000 followers. You’ll rarely see a straight product photo, but you will see images inspired by the hashtags #HEXplore and the #HEXCLAMEET photo contest (also documented on Snap Chat). The HEX website is full of aspirational images of the coolest imaginable Gen Y lifestyle. A typical blog post on the Culture page documents an L.A. concert by brand ambassador Saint Motel. Product collaborations and capsule collections include a widely lauded sneaker backpack (playing on hip-hop’s sneaker-obsessed fan base), skate-oriented products developed with skaters like Guy Mariano and Theotis Beasley, and collections with illustrators, pop and graffiti artists like Jahan Loh, Eric Haze and Cole Gehrst. “We always want our products to be every bit as functional as good-looking. So we work with leaders in various fields to develop, test and refine product ideas,” says HEX Co-founder Trent Valladaras. What began as the constant impulse to collaborate is becoming an industry trend, as consumers respond to bags with cross-over features. “We are experiencing traction in our space because we are bringing multi-functional travel pieces, like gym bags or backpacks with sneaker compartments as well as tech compartments to market.” The newest HEX collaboration is the Raven Camera Collection of camera bag backpacks. (Kim I have pictures, photo credit Travis Jensen) “This is a good example of product where we worked closely with top photographers to create, test, and refine product ideas that ultimately featured in these bags” said Valladaras.

The press has responded, featuring Hex in mainstream media outlets like People, Men’s Health, Maxim, Seventeen, and InStyle. HEX bags and accessories receive monthly mentions on trend-setting lifestyle sites like hypebeast.com, coolhunting.com and highsnobiety.com. If you haven’t heard of some of these lifestyle sites, that doesn’t mean they lack influence – People has 2.4 million Instagram followers, while Hypebeast.com boasts 2.9 million Instagram followers.

Cabeau sells the fun of travel in order to sell travel goods products, with a 10:1 ratio of travel stories and pictures to product pitches on its blog and social media. While the blog itself focuses on destinations and travel hacks, the Instagram account is filled with aspirational photos reflecting the promoted hashtags #travelpic #travelupgrade #traveltheworld. The Cabeau Facebook page features beautiful photos and links to in-depth travel articles, while the charmingly quirky global musical collaboration, Radio Cabeau, gives Cabeau a literal voice as a world citizen. “As an extension of the travel experience, Cabeau connects with a community of travelers through our social media channels, says John Hanna, senior director of brand marketing.  “We provide travel tips, aspirational destinations, playlists, and news on our latest award winning products – all in an effort to make each trip a first class experience.”

Cabeau’s mission to lead the travel comfort conversation is aligned with a strong “travel comfort hacks” trend, one that yields pages of Google search results. Hanna says, “we’ve built a lifestyle brand to help make each of life’s journey’s easier, more manageable and infinitely more comfortable.” Recent PR stories equating Cabeau products with the travel comfort-hacks trend are found on the “Today” show, Travel + Leisure, Business Insider, Teen Vogue, and USA Today. Cabeau has achieved not only award-winning product innovation and excellence in marketing, they are also thought leaders in the larger consumer travel sphere.

Cheerleaders, Advocates, Trend-Setters and Ambassadors

The commonality between Atlantic Luggage, Eagle Creek, eBags, Craghoppers, HEX and Cabeau is not just a marketing focus on travel, rather than travel goods. It’s that all of these companies see themselves as ambassadors for travel. Whether their goal is thought leadership, advocacy, or creating and driving trends, they are part of an active, ongoing conversation with consumers, that is advancing both the travel goods industry and the experience of travel itself.

This story originally appeared in the Winter 2016 issue of Travel Goods Showcase

HARO MTB 2017

I had the terrific experience of writing the 2017 HARO MTB catalog text. It was really interesting to slightly vary tone and slang depending on the different bike category and end-user experience.

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haro freestyle

Chock full of genuine stoke

Battle-born from Haro BMX, Haro MTB takes the stoke one step further, delivering hard-charging, high-flying mountain bikes. We start with legendary Haro quality, and spec it out for all day, every day trail-riding fun. You’ll find a Haro mountain bike for every member of the family, and every style of trail riding, from all-mountain to all-bike-path.

want your trails to be smooth as silk – or rough and ready?

prefer big berms — or big climbs?

sweet flow trails — or sketchy rock gardens?

Whichever your mission on whatever the day, Haro has a quiversful of arrows to shoot you down the trail.

Steel Reserve

get set and sendy

Combine the legendary performance of a Haro BMX freestyler with Haro mountain bike technology and what do you get? The Steel Reserve, a high flying, smooth landing freestyle mountain bike. Built burlier than a nuclear bomb shelter, you’ll flow like a pro on your full 4130 Crmo Steel Reserve frame, designed to take on anything from aggressive dirt jumping to assaulting the urban jungle. So go ahead and whip it good. The Steel Reserve is your bike, full shred ahead.

Steel Reserve 1.1

pwn the pumptrack

 Level up your ride on the Steel Reserve full Crmo frame w/ internal head tube and rigid Crmo fork, engineered for complete stiffness and power transfer. You’ll rail those berms (you spent so much time building) with spec chosen for serious fun: wide 2.35” tires, platform pedals with replaceable pins and an eight-spline, three-piece crankset.

Steel Reserve 1.2

frothing and ready to fly

sick it and stick it

Steel Reserve 1.2 is everything you need to get sick air and stick the landing. Featuring a 100mm Marzocchi DJ3 fork and a hydraulic rear disc brake, the SR 1.2 ups the performance ante, so you can ride crazy with confidence and control.

Steel Reserve 1.3

fast and ferrous

Steel Reserve 1.3 is the bike of choice for top Haro pro Ryan Nyquist, a killer mix of fast Haro MTB and high-flying Haro BMX. The Full Crmo Steel Reserve frame features ingenious Six Shooter interchangeable dropouts, while serious BMX crossover parts from Spank and Haro BMX are spec’d in an innovative mash-up with quality MTB components Marzocchi DJ1 100mm and Tektro Draco 2 hydraulic rear disc brake. The result? A radical melding of BMX and MTB influences, for the rider dedicated to the unexpected and awesome.

Shift R LT / All Mountain

amped on descents, fierce on climbs

Steep, epic, root-covered, off-camber. When nature inspires your gravity games, you need the all-new, all-mountain Shift R Series LTs, with Haro’s Long Travel 4-Bar Linkage frame and 140 mm of travel. Go smoother and faster on steeper downhills — you’ll have no problem climbing out again without a tow rope or shuttle. Our low forward anti-squat pivot point, suspension design and short rear-end keep climbing spunky and handling nimble, balanced by the downhill confidence of a slightly slacker head tube angle and long front triangle. Agile and playful, the Shift R Series LT family is equipped with 1x drive trains, and long wearing quality components from Shimano, RockShox, Ritchey, Kenda, WTB and newcomer Praxis. Choose from three fast bikes that just want to have fun: The Shift R5 LT, the R7 LT, or upgrade yourself to the brand new R9 LT.

Shift R5 LT

cranked and contagious

Catch trail fever on the Shift R5 LT, featuring Haro’s new 140 mm Long Travel 4-Bar Linkage All-Mountain frame, Rockshox suspension platform, and clean internal cable routing. Think about your line, not your drivetrain with an intuitive and lightweight 1×10 drive train featuring Shimano SLX components.

Shift R7 LT

pick the gnarly path

 Dial your equipment, and nail your ride. You’ll be cleaning the gnarliest lines on our new 140 mm Long Travel 4-Bar Linkage frame (20mm of additional travel for 2017), with upgraded suspension adjustments. The 2017 Shift R7 LT is one smooth operator, with higher-end Rockshox, FSA and Ritchey component package designed around advanced Shimano SLX 1×11 technology and no flex, no fuss 12mm rear thru-axle wheelset.

Shift R9 LT

omnivorous and omniscient

Eat up the miles with a bike that anticipates your every move. The trail-hungry Shift R9 LT knows what you want: big days on sweet singletrack. Push your limits, but not your bike, on a top-of-the-line 140mm travel Rockshox suspension platform spec’d with the best balance of strong and light high-end components.

Shift / Trail intro:

wake up to singletrack dreams

Four bikes and one dream: sweet endless flowing trail. The refined 2017 Shift / Trail collection is designed for long rides on the trail rollercoaster, all fast pedaling and virtuoso downhill fun.

Opt for the 4-Bar Linkage R Series models, or keep it simple on the single pivot S Series S3. You’ll get 120mm + of plush front and rear suspension, in a high quality 6061-T6 aluminum frame designed around cutting-edge trail geometry. Our low forward anti-squat suspension pivot point design and tuning are engineered for downhill thrills and uphill competence. The S3, R3, R5 and R7 are equipped with the latest trail spec with efficient 2×10 through intuitive and light 1×11 drive trains built with quality Shimano, RockShox, X-Fusion, Ritchey and Suntour components.

Shift S3

like a frosty beverage at the trailhead

Take a long drink of cool trails on the Shift S3, a full-featured Shift / Trail bike at a refreshing price point. Sharing the same hydroformed tubing and front triangle as the rest of the Shift family, Shift S3 opts for a simple and easy-to-maintain single pivot suspension design. Enjoy 120mm of front and rear travel with a Suntour Raidon fork, new X-Fusion rear shock, 2×10 Deore drivetrain, Tektro hydraulic disc brakes, internal down tube cable routing, and Suntour XCM 2-pc crankset.

 Shift R3

hot fresh ride

New, upgraded and spicy, the 2017 Shift R3 levels up from the S3: 4-Bar Linkage frame, 125 mm Rockshox rear shock, SR Raidon fork with remote lockout, sealed bearing hubs with thru-axles and new Shimano 365 disc brakes. Go into that corner hot, rip the downhill, and cruise the climb. The R3 cuts the flex to ensure precision steering, for handling that is predictable but never boring. More confidence equals bigger thrills, as the R3’s progressive travel smooths out the little bumps, without bottoming out on the big ones.

 Shift R5

find your sweet spot

When your bike works in concert with you, trails get sweet, not surly. You lean into each turn, looser and lower. Your bike disappears beneath you. The Shift 4-Bar Linkage frame works in perfect harmony with Rockshox front and rear suspension. Simplicity means high performance with new 2017 Shimano SLX derailleur in a lighter, intuitive 1×10 drive train, clean internal cable routing in the front triangle and sealed bearing hubs with 12mm thru-axles.

Shift R7

crank that corner, crush that climb

Dig in to every berm on your way down. You earned your turns by crushing the climb

on your Shift R7, engineered with an upgraded (for 2017) 4-Bar Linkage frame with Rockshox 120mm+ front and rear suspension, an advanced, less-is-more 1×11 drivetrain, and sealed-bearing 120 mm through axle rear hub. Complete the build with lighter, faster, FSA and Ritchey components, to give you full commitment spec for your full-commitment ride.

(27.5-inch) Shift Plus

 when your favorite garden is rock

Attention trail riders: we know about your gravity addiction. The Shift 27.5-inch Plus Trail bike is your secret enabler, pushing you toward the drop-hucking, downhill riding dark side. Plush, fast-rolling, and incredibly grippy, tubeless 2.8” WTB Ranger tires build in increased comfort and confidence over any type of rough terrain. Combine with the Shift 4-Bar Linkage R frame with 130mm of plush front and rear suspension, and you have everything you need to drop it in, and rip it up.

Subvert

an 808 for your mtb

Turn up the volume with the Subvert hardtail line. These bikes are bumpin: extra wide 2.8 tires and taller 27.5 rims roll smooth when the terrain gets rocky. Incredible grip means shorter braking distances, and total confidence diving into turns. Smoke your friends and scorch the singletrack on the Subvert HT3, HT5 or elite-equipped HT7 models (not literally, please be fire-safe in the forest). All three models feature light and stiff WTB wheelsets with adventure-ready Scraper rims, WTB Ranger or Kenda Havoc tires with TCS rim strips, all tubeless compatible.

Your sweet component package is mounted on the Subvert 6061-T6 Series alloy hardtail frame, engineered for a nimble and fast ride. Enjoy cutting-edge trail geometry with a short stem and low-stack-height cockpit and short wheelbase for quick handling, and a stiff rear triangle with hollow forged chainstay yoke for stand-and-go acceleration.

Subvert HT3:

ready steady roll

What’s your rocky-trail secret? Plush, wide, smooth rolling Kenda Havoc 2.8” tires, pumped to your preferred air pressure: low for maximum cush, or higher for faster rides. Designed for Plus tires, the HT3’s 6061-T6 high-end aluminum alloy frame with internal cable routing is paired with the Boost compatible HL Vaxa suspension fork and Pivit Boost alloy disc hubs, to match and compliment oversized Plus tires. Your feature-rich component package includes new 1×10 Shimano / SunRace drive train, 2-pc crankset, Tektro disc brakes and tubeless-ready WTB TCS wheels.

 Subvert HT5:

reliable wheels, wild ride

Trust the Subvert HT5, a Plus hardtail designed to carry you with reliable ease through your longest, wildest days. Start with a high-end 6061-T6 aluminum alloy hardtail frame engineered around 27.5″ rims, the Goldilocks of wheel sizes (not too big and not too small), and the durability, comfort and control of 3.0 Plus tires and boost axles. Add a simple and effective 1×11 drive train featuring all new Shimano SLX 7000 components, sealed bearing hubs, new FSA Comet 1x crankset, and a Suntour Raidon 27.5” Plus fork with 15mm thru-axle and remote lockout. New lightweight Kenda 3.0” tires and revamped Ritchey Trail handlebar and seat post round out a component package that is light, effective, and all-day-durable.

Subvert HT7

when your favorite words are remote and epic

Go farther, faster on the Subvert HT7 Plus with complete Rockshox / SRAM build featuring the new Reba RL 27.5” Plus fork, SRAM GX 1×11 drivetrain and new SRAM Level T hydraulic disc brakes. Your ride is all-day awesome on easy rolling 27.5 wheels and Plus 3.0 tires. The low weight and no-fuss 1x drivetrain cuts the fat (hollah if you hate a front derailleur) while still providing a wide 30×11-42T gear range.

Double Peak

 destination epic

When you’re ready to leave the safety of your backyard, your cul-de-sac, your bike path. When your trail is rocky but your vistas are wide. When your goal is adventure, step off your basic bike and onto a Double Peak, and take your first pedal stroke towards the epic.

Hot curves ahead: for 2017 the Double Peak has completely new and totally distinctive smooth, flowy aluminum frames, all designed with low standover height and center of gravity, and proprietary Speedstays for outstanding handling and performance. The choice is yours: either the fast and nimble 27.5-inch wheel size, or roll faster and live larger on 29-inch wheels. Either wheel size is available in a complete range of specs, from the versatile 3×8 to intuitive and light 1×10 drive trains (new this year for the Double Peak Expert models).

Whatever you choose, you’ll hit the dirt trails and roll with control and confidence, dive into corners and descend with aplomb, enjoying the holy grail of extra frame clearance coupled with a lower center of gravity.

 Double Peak 29” Expert

a clean line through a dirty trail

 Rutted, rooted, off-camber, boulder field, baby-powder — a mountain biker has 100+ words for rock and earth. Clean them all on the expert-level Double Peak 29” with new X6 smooth-welded 7075 aluminum frame, lightweight Shimano 1×10 Deore / SLX / SunRace drivetrain with FSA crankset and Ritchey components.

Double Peak 27.5” Expert

for a wilder perspective

Go for an untamed ride on a sophisticated bike. The Double Peak 27.5” Expert is a high-performance 27.5 hardtail, with a completely new X6 Series smooth-welded aluminum chassis, lightweight Shimano 1×10 Deore / SLX / FSA drivetrain and Ritchey components, and SR Raidon-XC-RLR 100mm travel suspension fork w/ remote lock-out. Bred for speed and designed for thrills, the Double Peak 27.5” Expert will carry you confidently on your next mountain bike adventure.

Double Peak 29” Comp

pedal to the mettle

Test your mettle on the large-wheeled Double Peak 29” Comp. You’ll be ripping it up with a lightweight, high performance component package: 2×10-speed Shimano Deore drivetrain, FSA crankset, light Kenda Honey Badger XC tires and WTB components.

Double Peak 27.5” Comp

rock steady

Build your riding foundation on some quality rock. Shimano Deore front and rear derailleurs and shifters comprise a lightweight and efficient 2×10 drivetrain, new MY17 Shimano M315 hydraulic disc brakes, and Suntour XCM 100mm travel fork w/ hydraulic lockout provide high-end support for your trail adventures.

Double Peak 29” Trail

Roll Control

For a great roll, trust the fast leverage of 29” lightweight Weinmann XM-25 Disc alloy double wall rims and Kenda Honey Badger tires. And for great control, Tektro Auriga Hydraulic disc brakeset and a smooth 27-speed Altus / Acera Shimano drivetrain complete your Double Peak 29” Trail.

Double Peak 27.5” Trail

time for trail shenanigans

Get off the beaten path and get a little crazy with the Double Peak 27.5” Trail, a playful 6000-series aluminum hardtail mountain bike in the do-everything-right 27.5 wheel size. Go ahead and get rowdy, your upgraded Tektro Auriga Hydraulic disc brakes, 27-speed drivetrain and Weinmann XM-25 Disc alloy double wall rims have got your back.

Double Peak 29” Sport

a better big wheel

Feel like a kid again on the fast rolling, big-wheeled Double Peak 29” Sport, performance-packed with Suntour XCT 100mm travel fork w/ hydraulic lockout, Tektro Aries mechanical disc brakes, and new low-standover height 6000 series aluminum alloy frame.

Double Peak 27.5” Sport

urban escape-hatch

Break out of the concrete jungle on the full-featured Double Peak 27.5” Sport. We start with the new 2017 Haro Double Peak 27.5” 6000-series aluminum frame engineered with an easy-riding low standover height and center of gravity. Next we pile on the high-function features: Suntour XCT 100mm travel fork w/ hydraulic lockout, Tektro Aries mechanical disc brakeset, 24-speed Shimano Altus drivetrain, and cross-country favorite light ‘n grippy Kenda Honey Badger tires. So you’ll be ready to plan your escape to fresh air and challenging fun.

Double Peak 27.5” Comp Plus

steamroll that rock

The world is your sandbox with this steamroller of a Plus-tire MTB. Roll over, under and through obstacles with the first 27.5” Plus and the first 1×10 equipped bike in the 2017 Haro MTB line. Kenda Havoc 27.5×2.8″ Plus tires smooth out the bumps, while their wider contact patch with the ground gives greater traction, more efficient braking and increased confidence on rough terrain. The 1x drivetrain is easier to use, more reliable, lighter, and offers increased chain clearance for wider Plus tires. This is our best value model in the most modern bike spec, all designed to maximize your time on the trails.

Flightline Carbon

when it’s all about the watts

when you’ve committed to cleaning every climb.

when hypoxia is your high.

when you pile on the miles – always leading the pack.

Your Flightline Carbon delivers uncompromising performance to match your uncompromising cross-country ride, with a T700 High-Modulus carbon fiber frame (fully redesigned for 2017) featuring M2X Megamax technology and 12mm rear thru-axle. Pick either the versatile, fast-accelerating Flightline Carbon 27.5” or smooth-rolling Flightline Carbon 29” for a perfect fit for you – and your riding style.

So go for that state championship, solo the 24-hour race, or challenge your friends to a week of cross-country stage racing. You and your Flightline Carbon? You’ve got that.

Flightline Carbon Comp 27.5”

where altitude overcomes attitude

Smoke the field, not your wallet with the best race bike value, anywhere. The smart money’s on the Flightline Carbon Comp 27.5”, with Haro FL16 Carbon frame, RockShox Recon Gold fork, front and rear thru-axles and new Shimano SLX / SunRace 1×11 drive train.

Flightline Carbon Pro 27.5”

when the climb is the meat and the descent is the gravy

When what feeds you is the burn in your lungs, the pump in your legs, and the speed of your descent, choose the Haro FL16 Carbon 27.5 frame, equipped with lightweight SRAM X01 drivetrain and Guide RS disc brakes, RockShox Reba RL fork and a Ritchey WCS cockpit. Engineered for a ride seasoned with quick power outbursts, agile turns, and a lower center of gravity, the Flightline Carbon Pro 27.5” is the Haro of choice for racers who excel on every part of the trail.

 Flightline Carbon Pro 29”

never be complacent. never settle.

and never push, always pedal.

Achieve maximum velocity on the Flightline Carbon Pro 29”, your Q and KOM-bagging XC machine. This is the bike for pure speed and pure power, with FL16 Carbon frame, fast rolling 29-inch SRAM Roam 30 lightweight wheelset, incredibly light SRAM X01 drivetrain, Guide RS disc brakes, RockShox Reba RL fork and Ritchey WCS cockpit.

Flightline

adventure out your back door

Give dirt a chance with the Flightline One and Two, full-featured mountain bikes that carry you from the road, to the bike path, to the trailhead for adventure. For more control, (or higher speed rides) choose the Flightline Two, equipped with mechanical disc brakes, and available in wheel sizes from the smooth rolling 29”, the do-everything-well 27.5”, the extra cushy 26” Plus, as well as the 24” (for the Grom on the go).

Or grab a Flightline One with bikes to fit the whole family, in wheel sizes 20”, 24”, 26”, 27.5” and ladies’ step-through style.

 Flightline Two 24″

trail ninja

 Let’s face it, some kids are stone-cold singletrack killers. If you have a fierce flier in your family, get the Flightline Two 24”, with its streamlined frame design, 50mm travel fork, Tektro mechanical disc brakes, and wide-ratio 24-speed drive train, and watch them master the trail.

Flightline Two 27.5″

free and easy

 Find your freedom on two wheels with the Flightline Two, in the versatile 27.5-inch wheel size and our trademark easy-to-ride low standover height frame. Cruise uphill and fly down, with 21-speed Shimano shifting, Suntour M3030 75mm travel fork and Tektro mechanical disc brakes.

Flightline Two 29″

good times rock, great times roll

Enjoy good climbs and great descents on fast rolling 29-inch wheels, without giving up the Flightline Two signature low standover height. Suntour M3030 suspension fork, 21 speed Shimano shifting and Tektro mechanical disc brakes complete your good-time component package.

Flightline Two 26″ Plus

when the going gets rough, the plus gets rolling

When the trail gets rough, you’ll roll with ease. The Flightline Two 26″ Plus offers innovative 26” Plus wheels and WTB 2.8” tires at a great-value price point. Choose Plus for increased confidence, traction and braking efficiency thanks to a wider tire contact surface, as well as shock absorption and long-ride comfort. You won’t sacrifice the terrain-conquering ability of a 24-speed drive train; our chainstays are engineered with extra clearance for Plus-size tires.

Flightline 20

go grom, go!

Attention young speed racers! The Flightline 20 with FL3G 6000 Series aluminum frame, aluminum bar and stem, 30mm travel suspension fork and alloy rims is dirt tested (and mom approved) for light weight, durability, value and fun.

Flightline 24

for the family that shreds together

 Not quite big enough for an adult bike, but still leading the pack. The Flightline 24 with FL3G 6000 Series aluminum frame, 40mm suspension for and 18 speeds is the rocket of choice for young shredders.

Flightline One

fresh and rowdy

Get a fresh, rambunctious outlook on your neighborhood ride. With versatile 26” wheels and low standover height, the 2017 Flightline One is calling you to explore new trails and kick up some dirt, all with confidence and style.

Flightline One S/T

laissez les bons temps rouler

Let the good times roll on the Flightline One S/T, a high-quality ladies’ step-thru mountain bike. Enjoy the ease of a lightweight aluminum frame, 80mm suspension fork and 21-speed Shimano shifting for a bike that’s fast, strong and beautiful.

Flightline One 27.5″

most stoked, 2017

There’s only one title worth winning: most stoked of 2017. Proclaim your commitment to fun on the 2017 Flightline One 27.5”, featuring bigger and faster 27.5-inch wheels and a hill-conquering 21 speeds.

This copy originally appeared in the HARO 2017 catalog.https://haromtb.com/collections/freestyle-mtb

 

 

 

HARO 2017 Pavement/Commuter/Fitness Bike Catalog

I didn’t have to channel my inner grom to write  the 2017 HARO Pavement/Commuter/Fitness Bike Catalog text, but it was still a very rewarding experience.

Haro-MTB-Logo-Horizontal-Black

road

PAVEMENT / COMMUTER

Is your weekend spent exploring fire roads, or farmers’ markets? Are you committed to fitness, or your carbon footprint? Feel free to check all of the above, with a bike from the gravel-compatible Solum series, or the pavement-oriented Ventus collection. Sharing Haro’s Rider-Optimized Geometry, durable Shimano components, and powerful disc brakes, the 2017 Haro Commuter Series is built for speed, durability, and fun.

SOLUM SERIES

the road less traveled

 When two roads diverge in the woods, do you take the one without tire tracks? Solum bikes are your versatile travel companion, transitioning smoothly from pavement to that irresistibly overgrown fire road. Featuring Haro’s Rider-Optimized Geometry, high quality aluminum alloy frame, front suspension and disc brakes, the Solum is designed to ensure a comfortable ride, on a bike that always advocates exploration.

ASTORIA

adventure compatible

When the line on the map becomes a series of dots, and the road is rutted and jungly, you need the Astoria, with 63mm of front suspension travel, powerful hydraulic disc brakes, and upgraded Shimano 27 speed drivetrain.

WESTLAKE

the ride begins around the bend

When you can’t stand not to know what’s around the next bend, grab your Westlake. Go further and see more with 63mm of front suspension travel, powerful hydraulic disc brakes, an elevation-conquering Shimano 24 speed drivetrain and fast-rolling, durable Kenda tires.

 

 

BRIDGEPORT ST

instagram views ahead

Oh, the places you’ll go on your Bridgeport ST, a lightweight Step-Thru aluminum alloy bike with hill-conquering Shimano gearing, a comfy 63mm of front suspension, and safe and powerful mechanical disc brakes. Available in color choices as beautiful as the view, the Bridgeport ST is your Instagram-ready riding companion.

 

VENTUS

two-wheeled riding buddy

Your Ventus doesn’t care how many other bicycles you’ve ridden.  

It’s always ready to get away for the weekend.

And it unfailingly goes your exact pace.

Find your perfect workout partner with the Ventus collection, four models that never tell you “not today.” All Ventus bikes feature a high-quality aluminum alloy frame designed with Rider-Optimized Geometry for a great fit, a wide range of gears to tackle a wide range of terrain, a comfy saddle and flat, swept back bars, and the advanced stopping power of disk brakes. Get strong, confident and fit as you run errands, commute, get your burn on, or tackle a charity ride, all on your Ventus.

RIVON SI

commitment to fast

This is your year to raise your mileage and lower your PR, and the Rivon Si is your accomplice, cheerleader and crew chief. Get serious on a Ventus aluminum alloy frame and carbon fork, light and intuitive 2017 Sora 2×9 Sora drive train, and Shimano M315 hydraulic disc brakes.

 

RIVON

#outsideisfree

 Break up with your car, your gym, and your therapeutic donut habit. Get outside further, faster and have more fun on the Rivon with aluminum alloy frame and fork with Rider Optimized Geometry, 24 speeds, and hydraulic disk brakes.

 

AERAS

grab another round

The party’s just getting started. So grab your helmet, grab your Rivon and grab another round, on a fast, efficient, fun aluminum alloy frame with Rider Optimized Geometry, Shimano components, and hydraulic disk brakes. Whether you’re riding for fitness, transportation or fun, the Aeras is your bike for a good time.

 

AIRE

Ride into the sunset

Get that workout glow pedaling through the countryside, or roll with ease on errands in town. You’ll be riding with grace and power on the Aire, with lightweight aluminum step-thru frame, safe and powerful disc brakes, and quality Shimano shifting.

This copy originally appeared in the HARO 2017 catalog.

 

Profit, Trust and SKU Control

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Supply Chain Management in the Age of Unreal Experience

The Internet has conditioned consumers to expect huge selection and instant gratification, while obsessive online research into available options has created major purchasing and inventory dilemmas for travel goods retailers. Retailers have to carry a larger range of products (more dollars tied up in inventory), with lower average turns, to maintain the same sales volume. Marilyn Janisch of Going in Style, in Palo Alto, CA, shares what seems to be a universal experience, that “retail has become more of a challenge because of online shopping and consumer expectations.” There’s a lot more pressure on everyone’s forecasting ability, as well as the perception of less margin to go around – less margin and more risk – which makes SKU control an increasingly valuable skill for retailers and manufacturers alike.

Market Intelligence: Winning Through Sharing

When manufacturers and retailers share market intelligence, forecasting and purchasing get less risky and everyone wins. Brian Thompson, general manager of ExOfficio, believes that for a retailer, “new product introductions don’t need to be a shot in the dark,” and the key component of researching new product and new department options for a store is asking manufacturers for intel, based on what they’ve seen succeed. Robert Williams, president at BOCONI Bags & Leather, puts in a plug for experimenting with revolutionary product. “We understand firsthand how important it is to manage inventory and to turn stock, however if retailers do not try new products with fresh ideas they will miss new incremental business opportunities. Case in point: BOCONI was the first trade-up brand to introduce RFID protection in premium wallets and bags…now, we have introduced Kylie with RFID, so that women can have the same RFID protection without losing style or quality. Simply put, if you don’t try it…you will lose it.”

Market intelligence is not just finding a new best-seller, it’s understanding what it takes to expand a department, or create a new one. Is that a choice that is right for your store? Thompson gives an example of the market intelligence a manufacturer can share with a retailer. “If you are going to do apparel you have to be serious about it. You need to stock apparel for both genders, train employees to cross sell to the other gender (generally male employees need the most help learning to sell to women), fitting rooms, mannequins, and merchandising that tells a story. Canvas your customer base. Are they looking to you for travel clothing? What’s your competition in your local market, and is that a battle you want to fight? Can you build a partnership with another specialty retailer and cross promote, do some events together?”

Everyone agrees that today’s technology-driven, rapidly changing retail climate is a challenge, even for the most seasoned retailer. Thompson’s key message to retailers: “don’t think you have to go it alone. This is the time to challenge your suppliers and ask ‘what are you going to do help me sell this product?’ You need to know, are you engaging with a partner? Or engaging with someone who will just sell you stuff?”

Cooperative Forecasting

Specialty items have more sales variability than core items, and the Internet is only making it worse. One obsessed consumer’s hunt for an unusual size, color, or model online can create the artificial perception of a trend, as a sizeable percentage of those retailers contacted go back to their manufacturer and ask about availability. Lisa Heth Rappley, of Groskopf’s Luggage & Gifts, in Grand Rapids, MI gives the retailer perspective: “the Internet and Amazon are our big competitors, and we’re always battling them.” But the internet is not merely a different sales funnel for brands, it also distorts the appearance of demand, introducing pure noise into manufacturers’ forecasts. If only the manufacturer could see real-time sales data, they could see that all those inquiries only resulted in one sale, and they could avoid the very human tendency to forecast based on chatter.

When manufacturers are able to make the right product at the right time, it’s a win for both suppliers and retailers. “If we only had that ‘crystal ball,’ life would be good” says Marcy Schackne, vice president of marketing at 24-7 International. “Some manufacturers are really good at closely monitoring warehouse programs, and then you see other boutique brands selling off-price to liquidate seasonal and in-and-out colorways to make room for the next trending color.” While no one can see the future, knowing what is happening in the present is almost as good. Seeing what is turning and what is sitting at retail is a tremendous advantage to a manufacturer trying to forecast demand and plan production. There is a wide range of access to real-time retail sales data found in the travel goods industry. Many manufacturers want to be able to see actual retail sales as they happen, and they despair of a system where the best they can do is go to The International Travel Goods Show, analyze every word and reaction of their retailers to new product – like a junior high school girl with a crush – and then go home and wait for the phone to ring, i.e., the pre-book orders to come in. And then the pre-books ship, and they wait again. What’s selling? When is it selling? Who knows? They have to order from their factories without knowing what is really happening at the consumer level.

The predictable outcome of all this uncertainty is that manufacturers, spooked by a lack insight into what is selling now and in the future, have pulled back on stocking inventory. Heth Rappley expressed a common observation; “every year more and more companies are not keeping inventory in their warehouse like they used to. We definitely have had to adjust to that, but it’s a big change.”

Looking for inspiration outside the industry, mega-retailer Walmart has embraced complete sales and inventory openness with its manufacturers by adopting a Vendor Managed Inventory (VMI) system: real-time sales reports from all stores, plus warehouse inventory levels are all fed into a centralized database. The data is pushed out to suppliers who are responsible for analyzing it and deciding when to ship more product. Most supply chain experts believe that just-in-time inventory IS possible – but only with the use of VMI systems. So why isn’t this holy grail of supply chain management more prevalent in the travel goods industry? James Krueger, CEO of EPIC Travelgear, cautions that “retailer and manufacturer integration demands really good systems and follow up.” A true VMI system requires a substantial up-front investment, both in technology and in trust. Of the two, coming to a shared agenda is a bigger upfront challenge than installing and developing hardware and software.

Some travel goods manufacturers have achieved a nearly open system, albeit with only a handful of their top customers. Krueger is an evangelist for trust and radical transparency. “We need to get really naked and say O.K., everyone needs to make some margins. With our very best clients – everything is open. They know what our costs are for the goods. We forecast together. We don’t have a true Vendor Managed Inventory (VMI) system but we get close to it: we have several big clients where we receive weekly inventory reports. And everyone shares the risk.”

Other suppliers have evolved in the opposite direction, pushing risk onto their partners, and taking most of the profit. An example is a brand that hedges its bets by opening its own factory luggage boutiques, assuming the forecasting and inventory risk for those factory stores. Industry response seems to depend on how transparent the brand is about its intentions, and whether travel goods retailers are competing on a level playing field with the factory stores. At the extreme end, one industry manufacturer reportedly requires retailers to lock in orders 14 months in advance. Because this manufacturer no longer warehouses inventory for travel goods retailers, fill-in orders take eight weeks, putting all the risk associated with that product on the retailer. In response, some retailers have apparently dropped the brand they helped build, resulting in the gradual transition of the brand to a factory-store sales model. Krueger thinks this is the wrong approach. “We have the perfect word for this in Sweden, ängslan. It’s a combination of fear, anxiety, pain. When we structure our business to push the ängslan onto our retailer, then we haven’t defeated it. It still exists.”

Retailer Forecasting: The Rise of the Geek

The good news is that the data needed by manufacturers to improve forecasting efficiency is already being gathered, crunched, graphed, and sorted by an army of travel goods retailers. Schackne has seen the transformation first-hand. “Since I’ve started, the industry has drastically changed. Whole networks of mom and pop stores are gone, and in the last 10 years even some big, influential retailers have gone out of business. When I first started with Travelpro 17 years ago, we had a rebate program and that’s when I realized stores still handwrote receipts. But they all had great customer service skills.”

The retailers that have thrived in the last two decades have great customer service skills, just like the stores who closed. But they have also developed extraordinary inventory tracking and sales reporting tools, which allow them to carefully manage the risk, without going under.

Case Study: Guy Paquette, Director of Corporate Operations, Bagot, Leather Goods, Luggage Plus Kingston, ON

Perhaps the quintessential retailer/geek, Guy Paquette is the tech-savvy director of corporate operations at Bagot Leather Goods, Luggage Plus in Kingston, ON, who says the inventory management system at Bagot has been automated for approximately “forever.” Paquette describes their point of sale (POS) system as being very simple to use: “it reports top unit volume, and top dollar volume. It helps us manage what’s hot and what’s not. Our POS system answers those questions for us on a daily, weekly and monthly basis.”

Inventory management and SKU control are critical to remaining profitable in an uncertain retail market. Paquette shares that “last year, we had the worst year in our 20-year history.” Keeping the doors open in a challenging business climate is only possible by keeping tight control of ordering and inventory.

“Tradeshows are the time to see new products launch, take advantage of incentive order programs and book preseason orders. When we write preseason orders at a show, we’re helping make the inventory plan for our vendor. And in most cases preseason orders just put you in the cue to receive new merchandise. I had two reps in the store yesterday, and wrote fill-in orders for both. That’s typical, we do more immediate inventory orders than pre-book orders” explains Paquette. But online technology can hurt as well as help. “It’s an unacknowledged fact that we are the showroom for some brands. Customers look in our store to see the product in person, and then buy online. It’s the direct result of a brand’s decision to sell online to consumers, and it doesn’t feel like a partnership.”

Case Study: AAA Allied Group, Cincinnati, OH

Sue Lanter, AAA auto travel product coordinator, Cincinnati, OH, describes her businesses’ highly organized buying system. “AAA Allied Group consists of 45 offices that each have a travel store. They are all unique in size, configuration, etc. We even have some that are located in car repair facilities. Our offices are located in parts of seven states – Connecticut, West Virginia, Virginia, Kentucky, Ohio, Indiana, and Kansas – so we have very diverse regions. We do not have a central warehouse, so each office is responsible for placing their own orders. We have a list of approved items that they may order from and we customize the order forms from our vendors so that the offices only can order the items that we have approved for sale. We group our stores into A, B, and C categories based on sales and store size. We also have broken our items into ordering classifications so that the stores know the core items that they need to be stocking, as well as some others that give them options based on their location, demographics, etc. We have three classifications – Required, Recommended, and Optional – and the items vary depending on whether the store is an A, B, or C. Required items are our best sellers or they are items that are key to our business lines. They would be considered core products. Recommended items are good sellers, but not the top sellers; they can be Required in an A store, but based on size maybe not in a B or C. We tell the offices that once they have the Required items for their office in stock, to look at the Recommended items if they have space to add them. Optional items are newer, unproven items and should only be stocked if the offices are stocked on other things and have room. Often Optional items are seasonal colors or items, or specialty items.

“This has not been an easy system to manage. It is hard to measure turns because some offices will pick up new items right away and others may not pick them up for a couple of months, if at all. We have annually reviewed the entire list to determine items that would continue to be sold as well as items that will no longer be ordered and will be phased out. We look at margin, quantity sold, how long we have been carrying the item, and how many offices have sold the item in making our determination. It isn’t the most efficient process in terms of timeliness, but it has worked for us.”

Case Study: Lisa Heth Rappley, Manager, Groskopf’s Luggage & Gifts, Grand Rapids, MI

Lisa Heth Rappley is a third-generation manager at family-owned Groskopf’s Luggage & Gifts, in Grand Rapids, MI. “We have an overall budget, right now I’m working off a specific budget for the holiday catalogue, and we reserve a certain percentage for miscellaneous and special orders. We track every single one of our SKUs by company and we do regular reporting on each SKU, in order to make sure we’re not ordering too heavily. If we didn’t regularly track our SKUs we’d risk over ordering, and then we wouldn’t be able to provide variety. We run and review our reports before we go to shows, and set a budget for our core items, leaving a chunk of cash as wiggle-room for new stuff. It’s fun to take gambles with new merchandise! It’s always trial and error for new items, but then we set a budget.

The reality is that we have to project our orders out and turn them in by a certain date or they just won’t ship. Besides the International Travel Goods Show, the NLDA Summer show at Navy Pier is a big buying show for us. It happens at the end of June, and we just sent or orders in [in mid-July]. Getting orders in early assures we get product, versus someone who puts in a holiday order in November.

Case Study: Marilyn Janisch, Owner, Going in Style, Palo Alto, CA

Despite being the owner of Going in Style, a Palo Alto, CA, store with a highly regarded clothing department, Marilyn Janisch still finds clothing preseason orders “kind of painful. It’s hard to accurately predict what customers will want next season, or what the demand will be.”

Janisch shares that “one thing I do to increase our sales and to enhance our customer service is special-order items we do not stock, or just items we happen to be out of. If a customer is looking for a specific style, color, or size of an item we do not have, I offer to order it and either have it shipped to the customer, or preferably to have them come in to pick up in the store. There are several vendors who are very good to work with and turn these special orders around quickly — they are Baggallini, ExOfficio and Royal Robbins. Some vendors are not that easy to work with — if I want to special order just one item for a customer, I have to place a minimum order. Otherwise, I get charged an ‘under-minimum’ fee, and pay excessive shipping fees – which I have done just to satisfy the customer. It would be nice if more vendors (especially luggage vendors) would sympathize with small retailers and the challenging retail climate we are in and offer reasonable shipping fees for special orders and quick turnarounds.”

Beyond SKU Control: Competing in the Age of Physical Experience, and Online sales

How does a brick-and-mortar retailer compete against online sales? Retailers can also provide a fun, informative shopping experience and a personal relationship that is positive but not intrusive. Technology-driven change can also work for a brick-and-mortar retailer. Vancouver is swept up in Pokémon fever, and Bagot Leather Goods, Luggage Plus is taking full advantage. “We have battery backup packs for cell phones, which have become a rare and precious commodity among battery-draining PokémonGo players. We created a Pokémon poster for our window advertising battery backups, and activated a Pokémon lure in the store.” Local television station CKWS featured a recent on-air interview with Paquette about the craze, on location in Bagot Leather Goods. While talking to Travel Goods Showcase, Paquette looked out the window and reported: “tourists are taking selfies of themselves in front of our PokémonGo poster!”

Multiple manufacturers also made the case for embracing repairs and warranties. Krueger states “retailers need to touch repairs, because of how it builds good will. A friend of mine told me ‘anything good you do, no matter how nice it is, you’re doing it for yourself.’” In retail, this is never more the case than when a store is handling consumer warranties and repairs. Again looking outside of travel goods, the car industry is famous (and notorious) for experimenting with every possible path to a sale. There is a reason car dealerships have service departments. That way they can guarantee that their customer is standing on their lot at the very moment when they find out it’s finally time to get a new car. Schackne provides this important caveat: “from the retailer’s perspective, partnering with a seasoned manufacturer who honors warranty and repair service is critical. Otherwise, those issues become the retailers’ headaches and jeopardize customer loyalty.”

A brick-and-mortar retailer can also combat internet sales by providing a unique product that’s not available online. Some manufacturers who allow retailers to order a custom color or spec, in sufficient quantity (typically with some type of one-season exclusivity agreement). Krueger cautions that “if you order a custom product, you do need to respect the fact consumers now need to see and research a product online before buying in person, and they may even get anxious if they aren’t able to do that.” Any retailer-specific product should be represented on the retailer’s website, and if possible also on the brand website, with a link back to the retailer.

The paradox of today’s retail age is that even as consumers have gone digital for business, entertainment and relationships, they still hunger for physical, authentic, unplugged experiences. Besides the strong analytic skills and the customer service chops of travel goods industry retailers, the travel goods industry has a significant advantage over most other retail sectors. Consumers, especially young consumers, are focused on collecting experiences rather than things. Thompson defines the winning paradox of the travel goods industry: “while travel is an experience, travel requires new investment. Retailers who can help their customers have an experience rather than focusing on ‘how do I sell you stuff’ are the retailers who will thrive.”

This story originally appeared in the Fall 2016 issue of Travel Goods Showcase

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Doing Science, and Doing Good

HPU Presidents Report 2016-steenhuis-west profiles_Page_1  HPU Presidents Report 2016-steenhuis-west profiles_Page_4

Kristi West, Ph.D., and HPU’s Marine Mammal Stranding Program Study How to Save Hawai’i’s Dolphins and Whales

Kristi West, Ph.D., remembers the moment a student got hooked on studying whales. “We had a report of a stranded whale,” West shared, “and my student hiked 13.5 miles into a remote area of Volcanoes National Park to recover its carcass.” West experienced a similar pivotal moment early in her career, during a post-doctoral fellowship at the Smithsonian Institution. “I expected it to be a dream appointment, working at the Smithsonian with legendary marine mammal researchers Jim Mead and Charlie Potter. But I didn’t realize I would learn how great science can come from studying the corpses of stranded Cetaceans (whales and dolphins).”

Her focus on what could be described as “CSI: Cetacean” led West to Hawai‘i Pacific University, where she founded HPU’s Marine Mammal Stranding Program (MMSP) a decade ago. “Hawai’i is home to 20 species of cetaceans, many rare and endangered. Sometimes the only opportunity we have to study them is during an autopsy.” One of the core teaching principles of HPU is providing students with hands-on learning, and West points out that it does not get more hands-on than studying a whale corpse. “We respond to 20-25 strandings a year,” detailed West, “and in each case our first goal is to learn why the dolphin or whale died, so we can prevent future deaths.”

Besides hands-on learning, another core teaching principle at HPU is work with the community. “We depend heavily on the kokua (assistance) of residents, businesses and state agencies to report and recover stranded cetaceans,” explained West. As an example, recovering the body of a false killer whale this winter required coordination of a Hilo resident (and his engine hoist and flatbed truck), cargo airline Transair, and the Department of Land and Natural Resources. Students must also learn to respond sensitively to a community traumatized by the distress or death of a marine mammal, anywhere from the remote shoreline of Niihau, to beach in front of Neil Young’s house. Hawai’i Tourism Authority, a grant supporter of the MMSP, awarded funds for both cetacean autopsies, and to return to educate and report findings to a community touched by a marine mammal death.

The next phase for West is a year of professional leave dedicated to data analysis. While continuing her work with students in MMSP, West will use time freed up by a lighter teaching load to analyze ten years of data collected by the program. “This is the moment when we can take all our findings, and use them to identify and mitigate threats to the whales and dolphins of Hawai’i. I’m excited for this next chapter of HPU’s MMSP, when we can create real tools for policymakers to save our beautiful marine mammals.”

This story originally appeared in the HPU 2016 President’s Report.