Bad weather is good news for Alfreton firm Equip Outdoor Technologies. Oliver Astley finds out how its clothing for climbers and outdoors enthusiasts helps it scale the heights.
INSULATED from the global economic storm, an Alfreton specialist clothing firm is experiencing strong growth, expanding and is preparing to relaunch the world-renowned Lowe Alpine brand.
Equip Outdoor Technologies has high hopes for its new collection and, having received encouraging levels of orders from retailers, has invested in 30,000sq ft of warehouse space to store the clothing and backpacks.
The brand has lots of loyal customers across the globe but over the past three years, there has been a scarcity of fresh product to buy.
Around 18 months ago chief executive officer and company founder Matt Gowar decided to purchase the Lowe Alpine brand in a deal worth £20 million, thinking his team would be able to revive the business.
In 2003, the company had a similar strategy, buying the Rab brand, known for its down clothing, sleeping bags, mountaineering shell and insulated jackets.
It specialises in the kit likely to be worn by mountaineers as well as hikers and walkers. Other brands designed, marketed and sold through Equip Outdoor Technologies include Podsacs and Integral Designs.
However, none of these brands has the same global clout as Lowe Alpine and so, behind the scenes, the company has been working to redesign and relaunch it.
UK and Europe sales and marketing director Neil McAdie said: "It was recognised as an incredible brand but it was in the doldrums and we picked it up from its Italian owners.
"The potential for Lowe Alpine is bigger than Rab globally. It has a huge heritage in clothing and backpacks and our job is to resurrect that."
This brand was founded by brothers Greg and Jeff Lowe in Boulder, Colorado, back in 1967.
They developed a global reputation for backpacks and clothing but, after several changes of ownership, the brand recognised by walking enthusiasts the world over had, ironically, lost its way. Following the deal to purchase Lowe Alpine, its UK base in Kendal, Cumbria, became the brand's international headquarters.
Mr McAdie said: "It is very important to keep the design, sales and marketing of Lowe Alpine separate from Rab so that they don't cannibalise each other because they are separate brands with separate identities. All the back-office functions like IT, human resources, buying, logistics and warehousing are handled from our headquarters in Derbyshire because they're things that don't affect the character and feel of the product."
The business has been expanding for the past eight years and the order book for next winter is up again.
Mr McAdie: "It has escaped the ravages of the recession I think because more people are interested in getting out of doors and into the countryside and our national parks.
"They are choosing to wear more technical clothing and, as a result, outdoor garments have become acceptable for general life which has boosted sales."
In just eight years, the Rab brand, under Equip stewardship, has grown from turnover of around £1 million to a figure approaching £20 million. Women's clothing has helped boost sales, as have exports.
Three years ago, Equip opened a US office and there the company is making steady progress.
"In Europe and Scandinavia the market for our goods is expanding and, more recently, we have seen growth in the Far East, particularly in Korea, Japan and Taiwan and China where there is demand for quality UK brands," said Mr McAdie.
It all began in the early 90s as a one-man operation, Matt Gowar making gloves, hats and gaiters under the name Outdoordesigns, a brand that remains part of the Equip portfolio.
As well as clothing and backpacks, Equip designs, markets and sells tents, sleeping bags, crash pads, rope bags and map cases.
In the next 12 months, the business expects to increase headcount in Derbyshire by 10%, taking on another six recruits.
Mr McAdie said: "Most of the people here have a passion for the outdoors and it shows that, throughout the company, we have an affinity with what we produce."
