New Zealand Brand Measures Success in U.S. Market
9 May 2006
New Zealand Brand Measures Success in U.S.
Growth a Credit to Kiwi Approach Among Intense Competition
New Zealand’s Macpac has seen strong growth in its first year in the fiercely competitive US outdoor market.
“We started out from scratch and have grown to more than 25 dealers in our first year,” says Macpac Sales and Marketing Manager Brian Alder. “We are heading for triple digit growth in 2006 on our very successful launch in 2005.”
“Following January’s Outdoor Retailer Show in Salt Lake City, we have on board some of the country’s key influential retailers including New York City’s iconic Paragon Sporting Goods.”
“We are on track to have 50 dealers in total by the year’s end.”
To build on this success, Macpac has appointed a North American Sales Manager, John Campbell. Based in Christchurch, Campbell has spent time in the Andes and enjoys both alpine and ice climbing. His industry experience includes senior sales roles in the USA with leading brands Cloudveil, Sterling Rope, G3 and Western Mountaineering.
“I first got to know Macpac while working for Outward Bound in West Yellowstone with a bunch of Kiwis – the packs were legendary,” recalls Campbell. “Now I’m seeing how Macpac’s heritage, paired with new innovations, continues to make a great impression in the States. The reception has been fantastic.”
This reception has extended from outdoor circles to specialist publications. National Geographic Adventure Magazine chose Macpac’s 20 Amp among the world’s “Three Best Day and Weekend Packs.”
The company’s classic Kiwi approach has also been noted by industry media. Said the US’s SNEWs, “We have an international company staffed with folks we can assure you are well worth spending time with in the backcountry or around a bar stool. In addition, it is a company that makes superb product, has a realistic sense of values, cares about its employees and its retailers, and won’t make a promise it can’t keep. What’s not to like about that? Sometimes, small is just big enough to be great.”
Macpac Wilderness Equipment Ltd.
Macpac is one of the world’s leading high performance pack, tent, sleeping bag and outdoor clothing brands. Our purpose is to inspire people to explore the natural world. Macpac products are designed and marketed by outdoor enthusiasts who live, work and play in New Zealand’s challenging outdoor environment.