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Kathmandu Holdings: Business Model, SWOT Analysis, and Competitors 2024

Inside This Article

In this blog article, we will delve into the business model, SWOT analysis, and competitors of Kathmandu Holdings, a renowned company in the outdoor and adventure retail industry. By understanding their business model, we can gain insights into their strategies and operations. Additionally, we will conduct a SWOT analysis to identify their strengths, weaknesses, opportunities, and threats. Lastly, we will explore the competitive landscape to understand how Kathmandu Holdings positions itself in the market and the challenges it faces from its competitors. Stay tuned for a comprehensive analysis of this thriving company in 2024.

What You Will Learn:

Who owns Kathmandu Holdings and the significance of their ownership in the company's operations and decision-making processes.
The mission statement of Kathmandu Holdings and how it guides the company's strategic direction and overall objectives.
How Kathmandu Holdings generates revenue and makes money through its various business activities and revenue streams.
The Business Model Canvas of Kathmandu Holdings, explaining the key components and how they interrelate to create value for the company.
An overview of the competitors of Kathmandu Holdings in the outdoor retail industry and their potential impact on the company's market position and performance.
A SWOT analysis of Kathmandu Holdings, evaluating its internal strengths and weaknesses, as well as the external opportunities and threats it faces in the market.

Who owns Kathmandu Holdings?

Overview of kathmandu holdings.

Kathmandu Holdings is a well-known retailer specializing in outdoor clothing and equipment. But have you ever wondered who actually owns this successful company? In this section, we will delve into the ownership structure of Kathmandu Holdings and explore the key stakeholders involved.

Major Shareholders

At the top of the ownership hierarchy is the group of major shareholders who hold significant stakes in Kathmandu Holdings. These shareholders typically have the power to influence the company's decision-making processes and strategic direction. Currently, the largest shareholders of Kathmandu Holdings include:

Briscoe Group Limited: Briscoe Group Limited, a New Zealand-based company, is the biggest shareholder of Kathmandu Holdings. With a substantial stake in the company, Briscoe Group Limited has a vested interest in the success and growth of Kathmandu Holdings.

J.P. Morgan Nominees Australia Limited: Another major shareholder is J.P. Morgan Nominees Australia Limited, a subsidiary of the renowned investment bank J.P. Morgan. Holding a considerable stake in Kathmandu Holdings, J.P. Morgan Nominees Australia Limited plays a significant role in shaping the company's future.

Institutional Investors

Apart from major shareholders, Kathmandu Holdings also attracts interest from various institutional investors. These organizations, such as pension funds, mutual funds, and insurance companies, invest on behalf of their clients or policyholders. Some prominent institutional investors that own shares in Kathmandu Holdings include:

Vanguard Group: Vanguard Group is a renowned investment management company that holds a notable stake in Kathmandu Holdings. With its focus on long-term investment strategies, Vanguard Group's involvement signifies confidence in the company's potential for sustained growth.

BlackRock: BlackRock, the world's largest asset management company, is another institutional investor with a significant ownership interest in Kathmandu Holdings. As a global leader in investment management, BlackRock's involvement highlights the attractiveness of Kathmandu Holdings as an investment opportunity.

Individual Shareholders

In addition to major shareholders and institutional investors, there are numerous individual shareholders who own shares in Kathmandu Holdings. These individuals can range from retail investors who purchase shares through brokerage accounts to company employees who receive shares as part of their compensation. While individual shareholders may not hold as substantial a stake as the major shareholders or institutional investors, their ownership still contributes to the overall ownership structure of Kathmandu Holdings.

Understanding the ownership structure of a company like Kathmandu Holdings provides valuable insight into the key stakeholders involved and their influence on the company's operations and strategic decisions. With major shareholders, institutional investors, and individual shareholders all playing a role, Kathmandu Holdings benefits from a diverse ownership base that contributes to its ongoing success.

What is the mission statement of Kathmandu Holdings?

The mission statement of kathmandu holdings: inspiring adventure and exploration.

Kathmandu Holdings, a renowned outdoor apparel and equipment retailer, has a clear and inspiring mission statement: to inspire adventure and exploration. This mission statement reflects the company's commitment to providing high-quality products and creating memorable experiences for outdoor enthusiasts worldwide.

Commitment to Inspire

At the core of Kathmandu Holdings' mission is the desire to inspire individuals to step out of their comfort zones and embark on new adventures. The company understands that adventure means different things to different people, whether it's climbing mountains, hiking through forests, or simply exploring new places. By offering a wide range of outdoor gear and apparel, Kathmandu Holdings aims to equip and empower individuals to pursue their own unique adventures.

Quality Products for Adventurers

Kathmandu Holdings is dedicated to delivering exceptional quality in every product they offer. From durable and weather-resistant clothing to reliable and innovative gear, the company ensures that adventurers can rely on their products in any situation. By providing reliable and functional outdoor equipment, Kathmandu Holdings enables customers to push their boundaries and experience the great outdoors with confidence.

Creating Memorable Experiences

Beyond providing top-notch products, Kathmandu Holdings strives to create memorable experiences for its customers. The company understands that outdoor adventures are not just about the equipment but also about the moments and memories that are made along the way. Whether it's through informative blog posts, engaging social media content, or interactive events, Kathmandu Holdings aims to foster a community of outdoor enthusiasts who can share their experiences, learn from each other, and inspire even more people to embrace the spirit of adventure.

A Sustainable Approach

In line with their mission statement, Kathmandu Holdings recognizes the importance of protecting the environment for future generations of adventurers. The company is committed to minimizing its ecological footprint and promoting sustainable practices throughout its operations. From sourcing materials responsibly to reducing waste and supporting conservation initiatives, Kathmandu Holdings demonstrates a deep commitment to preserving the natural beauty and resources that make outdoor exploration possible.

In conclusion, the mission statement of Kathmandu Holdings encapsulates their commitment to inspiring adventure and exploration through high-quality products, memorable experiences, and a sustainable approach. By living up to this mission, Kathmandu Holdings continues to be a trusted and respected brand among outdoor enthusiasts worldwide.

How does Kathmandu Holdings make money?

Retail sales.

The primary source of revenue for Kathmandu Holdings is through retail sales. The company operates a network of retail stores across various countries, including New Zealand, Australia, and the United Kingdom. These stores offer a wide range of outdoor and adventure clothing, equipment, and accessories, catering to the needs of outdoor enthusiasts and travelers.

Kathmandu Holdings focuses on providing high-quality, durable, and functional products that appeal to its target market. The company's retail stores are strategically located in key shopping precincts and popular tourist destinations, ensuring maximum visibility and accessibility for potential customers.

Through effective merchandising and marketing strategies, Kathmandu Holdings strives to attract customers and drive sales in its retail stores. The company regularly updates its product offerings, taking into account emerging trends and customer preferences. By consistently delivering innovative and reliable products, Kathmandu Holdings aims to build brand loyalty and increase customer satisfaction, ultimately boosting its retail sales.

In addition to its physical retail stores, Kathmandu Holdings generates revenue through its e-commerce platform. The company has a robust online presence, allowing customers to browse and purchase products conveniently from the comfort of their homes.

Kathmandu Holdings has invested in developing a user-friendly and secure e-commerce website, ensuring a seamless shopping experience for online customers. The website showcases the complete range of products available in the company's retail stores, providing detailed product descriptions, images, and customer reviews to assist in the decision-making process.

To attract online shoppers, Kathmandu Holdings implements various digital marketing strategies, such as search engine optimization (SEO) and targeted advertising campaigns. By leveraging the power of social media and online influencers, the company expands its reach and drives traffic to its e-commerce platform.

Wholesale and International Distribution

Another revenue stream for Kathmandu Holdings is its wholesale and international distribution operations. The company partners with a network of wholesalers and distributors to sell its products in markets beyond its own retail stores.

Kathmandu Holdings collaborates with established retailers, specialty outdoor stores, and department stores to distribute its products. This allows the company to tap into new customer segments and geographical locations, expanding its market presence and revenue potential.

The company also operates a direct-to-customer international sales channel, enabling customers from various countries to purchase Kathmandu products online. By leveraging its global supply chain and distribution capabilities, Kathmandu Holdings effectively serves customers in international markets, contributing to its overall revenue generation.

In summary, Kathmandu Holdings generates revenue through its retail sales, e-commerce platform, and wholesale and international distribution channels. By leveraging its strong brand reputation, innovative product offerings, and strategic partnerships, the company aims to drive sales and profitability in the competitive outdoor retail industry.

Kathmandu Holdings Business Model Canvas Explained

What is the business model canvas.

The Business Model Canvas is a strategic management tool that provides a visual representation of a company's business model. It helps entrepreneurs and managers to understand, analyze, and communicate how their business creates, delivers, and captures value. The canvas consists of nine key elements that are crucial for any business to succeed.

Kathmandu Holdings: An Overview

Kathmandu Holdings is a leading retailer of outdoor clothing and equipment, specializing in products for travel and adventure. With its origins in New Zealand, the company has grown to become a global brand, operating in multiple countries across the world. Kathmandu's business model is centered around providing high-quality outdoor gear to its customers while embracing sustainability and ethical practices.

Key Elements of Kathmandu Holdings' Business Model Canvas

Customer Segments: Kathmandu primarily targets outdoor enthusiasts, adventure travelers, and individuals who value quality and sustainability in their outdoor gear. The company offers a wide range of products to cater to different customer segments, including clothing, footwear, camping equipment, and accessories.

Value Proposition: Kathmandu differentiates itself by offering innovative and durable products that are designed to withstand extreme outdoor conditions. The company emphasizes sustainability, using recycled materials and reducing waste in its manufacturing processes. Additionally, Kathmandu provides exceptional customer service and expertise to ensure a superior shopping experience.

Channels: The company utilizes a multi-channel approach to reach its customers. Kathmandu operates brick-and-mortar stores in key locations, complemented by an online store that offers convenience and accessibility. The company also partners with other retailers to expand its distribution network and reach a wider audience.

Customer Relationships: Kathmandu focuses on building long-term relationships with its customers by providing personalized recommendations, assistance, and after-sales support. The company engages with its customers through loyalty programs, newsletters, and social media platforms to foster a sense of community and brand loyalty.

Revenue Streams: Kathmandu generates revenue through the sale of its products, both in-store and online. The company also offers additional services, such as product repairs and rentals, which contribute to its revenue streams. Furthermore, Kathmandu has expanded its offerings by acquiring complementary brands, diversifying its revenue sources.

Key Activities: Kathmandu's key activities include product design, development, and sourcing from global suppliers. The company also focuses on marketing and brand building, ensuring a strong presence in the market. Additionally, Kathmandu manages its supply chain, inventory, and logistics to maintain efficient operations.

Key Resources: The company's key resources include its strong brand reputation, a dedicated team of employees with expertise in outdoor gear, and a network of reliable suppliers. Kathmandu also invests in research and development to continuously innovate and improve its product offerings.

Key Partnerships: Kathmandu collaborates with suppliers and manufacturers to ensure the quality and sustainability of its products. The company also forms strategic partnerships with other outdoor brands and retailers to expand its market reach. Additionally, Kathmandu works closely with non-profit organizations and environmental initiatives to promote sustainability and social responsibility.

Cost Structure: Kathmandu manages its costs through efficient supply chain management, optimizing its manufacturing processes, and reducing waste. The company also invests in marketing and advertising to strengthen its brand presence. By focusing on sustainable practices, Kathmandu aims to minimize its environmental impact while keeping costs under control.

Kathmandu Holdings' business model canvas demonstrates a strong focus on delivering high-quality outdoor gear to its customers while prioritizing sustainability and ethical practices. The company's commitment to innovation, customer relationships, and strategic partnerships has enabled it to establish a global presence and maintain a competitive edge in the outdoor retail industry.

Which companies are the competitors of Kathmandu Holdings?

Competitors of kathmandu holdings.

Kathmandu Holdings, a popular outdoor and adventure apparel and equipment retailer, faces competition from several companies in the industry. These competitors aim to capture the attention and loyalty of outdoor enthusiasts, offering similar products and services. Here are some of the key players that compete with Kathmandu Holdings:

The North Face : Known for its high-quality outdoor gear and apparel, The North Face is a formidable competitor for Kathmandu Holdings. With a strong focus on innovation and performance, The North Face attracts a wide range of customers seeking durable and reliable outdoor equipment.

Patagonia : Patagonia is another major competitor that shares a similar target market with Kathmandu Holdings. This company is renowned for its commitment to sustainability and ethical practices, which resonates with environmentally conscious consumers. Patagonia offers a wide range of outdoor clothing and gear for various activities.

Columbia Sportswear : Columbia Sportswear is a well-established brand that competes with Kathmandu Holdings in the outdoor apparel market. Known for its functional and stylish clothing, Columbia Sportswear caters to customers seeking reliable performance gear for outdoor adventures.

REI (Recreational Equipment Inc.) : REI is a cooperative outdoor retail company that competes with Kathmandu Holdings by offering a vast selection of outdoor gear, clothing, and equipment. REI also distinguishes itself by providing exceptional customer service and offering a membership program that attracts a loyal customer base.

Mountain Warehouse : Mountain Warehouse is a direct competitor of Kathmandu Holdings, offering a wide range of outdoor clothing and equipment at competitive prices. This company attracts budget-conscious outdoor enthusiasts who seek affordable yet reliable gear.

Marmot : Marmot is a well-known brand that competes with Kathmandu Holdings in the outdoor apparel and equipment market. With a focus on technical performance and durability, Marmot appeals to customers who prioritize functionality and quality in their outdoor gear.

These are just a few examples of the competitors that Kathmandu Holdings faces in the outdoor retail industry. While each company has its unique selling points, competition in this sector remains fierce, driving innovation, and ensuring customers have a range of options to choose from.

Kathmandu Holdings SWOT Analysis

Strong brand recognition: Kathmandu Holdings has established itself as a leading outdoor and adventure brand, known for its high-quality products and commitment to sustainability. The company's strong brand recognition gives it a competitive advantage in the market.

Diversified product portfolio: Kathmandu Holdings offers a wide range of products, including clothing, footwear, and equipment for outdoor activities such as hiking, camping, and travel. This diversification allows the company to cater to a broader customer base and reduces its dependence on any single product category.

Extensive retail network: The company operates a large number of retail stores across several countries, including New Zealand, Australia, and the United Kingdom. This extensive retail network provides Kathmandu Holdings with a strong presence in key markets and allows it to reach a wide customer base.

Overreliance on seasonal sales: A significant portion of Kathmandu Holdings' sales occur during specific seasons, such as summer and winter. This overreliance on seasonal sales exposes the company to the risk of fluctuating demand and potential revenue declines during off-peak periods.

Limited online presence: While Kathmandu Holdings has a growing online channel, it still lags behind some of its competitors in terms of e-commerce capabilities. The company needs to invest more in its online platform to enhance the customer experience and capitalize on the growing trend of online shopping.

Geographic concentration: The majority of Kathmandu Holdings' stores are located in New Zealand and Australia, making the company vulnerable to any adverse economic or political developments in these markets. The company should consider expanding its presence in other regions to reduce its geographic concentration risk.

Opportunities

Growing outdoor recreation market: The outdoor recreation market is experiencing steady growth globally, driven by increasing consumer interest in health and wellness activities. Kathmandu Holdings can leverage this trend by expanding its product offerings and targeting new customer segments, such as fitness enthusiasts and urban adventurers.

International expansion: While Kathmandu Holdings has a presence in multiple countries, there is still significant room for international expansion. The company can explore new markets, particularly in Asia and Europe, where there is a growing demand for outdoor and adventure products.

Sustainable and ethical consumer trends: There is a growing demand for sustainable and ethically produced products among consumers. Kathmandu Holdings, with its strong commitment to sustainability, can capitalize on this trend by further enhancing its eco-friendly practices and promoting its ethical sourcing and manufacturing processes.

Intense competition: The outdoor retail market is highly competitive, with numerous local and international players vying for market share. Kathmandu Holdings faces the threat of competitors offering similar products at lower prices or with more extensive distribution networks. The company needs to continuously innovate and differentiate itself to stay ahead of the competition.

Economic downturns: Any economic downturn or recession can negatively impact consumer spending on discretionary items, including outdoor and adventure products. Kathmandu Holdings needs to be prepared for potential decreases in demand during economic downturns and develop strategies to mitigate the impact.

Supply chain disruptions: As a global retailer, Kathmandu Holdings relies on a complex supply chain to source its products. Any disruptions, such as natural disasters, trade conflicts, or transportation issues, can significantly impact the company's supply chain and lead to inventory shortages or delays in product availability. Implementing robust supply chain management practices and diversifying sourcing locations can help mitigate this threat.

Key Takeaways

Kathmandu Holdings is owned by its shareholders, with the largest shareholders being institutional investors.
The mission statement of Kathmandu Holdings is to inspire people to explore and enjoy the outdoors by providing high-quality, sustainable outdoor gear and apparel.
Kathmandu Holdings makes money through the sale of outdoor gear and apparel, both through its brick-and-mortar stores and online platforms.
The Business Model Canvas of Kathmandu Holdings includes key elements such as customer segments, value proposition, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure.
Competitors of Kathmandu Holdings include outdoor retail companies such as REI, Patagonia, and Columbia Sportswear.
In a SWOT analysis, Kathmandu Holdings' strengths include its strong brand and product range, while its weaknesses may include limited geographical reach. Opportunities may lie in expanding into new markets, while threats include intense competition and changing consumer preferences.

In conclusion, Kathmandu Holdings is a successful outdoor retail company with a strong presence in the market. As a publicly traded company, it is owned by individual and institutional shareholders who have invested in its growth and success. The mission statement of Kathmandu Holdings is to inspire and equip people to live their dreams of adventure and exploration, which guides their business decisions and strategies.

Kathmandu Holdings primarily makes money through the sale of outdoor clothing, gear, and equipment. With a wide range of products catering to outdoor enthusiasts, they have established a loyal customer base and have expanded their operations globally. By offering high-quality products, innovative designs, and exceptional customer service, they have been able to generate substantial revenue and maintain a competitive edge in the industry.

Analyzing Kathmandu Holdings' business model canvas provides a comprehensive understanding of how the company operates and creates value. The canvas highlights key aspects such as customer segments, value propositions, channels, customer relationships, revenue streams, key activities, key resources, and key partnerships. This framework allows us to appreciate the interconnectedness of these elements and how they contribute to the company's overall success.

In terms of competition, Kathmandu Holdings faces competition from other outdoor retailers such as The North Face, Patagonia, and Columbia Sportswear. These companies offer similar products and target similar customer segments, making the market highly competitive. However, Kathmandu Holdings has managed to differentiate itself through its focus on sustainability, innovation, and its strong brand reputation.

Conducting a SWOT analysis of Kathmandu Holdings reveals the company's strengths, weaknesses, opportunities, and threats. Some of its strengths include a strong brand image, a diverse product range, and a loyal customer base. However, it also faces weaknesses such as limited physical store presence and potential supply chain risks. Opportunities for the company lie in expanding its global reach, further developing its online presence, and exploring new product lines. Threats include intense competition, changing consumer preferences, and economic uncertainties.

Overall, Kathmandu Holdings has established itself as a prominent player in the outdoor retail industry. By understanding its ownership structure, mission statement, revenue generation methods, business model canvas, and competition, we can appreciate the factors contributing to its success and identify areas for potential growth and improvement.

How can I find a SWOT analysis on a company?

There are several ways to find a SWOT analysis on a company:

Company website: Start by visiting the official website of the company you are interested in. Some companies might have a section dedicated to investor relations or corporate governance, where they provide detailed information about their strengths, weaknesses, opportunities, and threats.

Annual reports: Publicly traded companies are required to publish annual reports that often include a SWOT analysis. Look for the management discussion and analysis section, where they discuss the company's performance, challenges, and future prospects.

Business databases: Online business databases and platforms like Bloomberg, Hoovers, or Business Source Complete may provide SWOT analyses on various companies. These platforms usually require a subscription or access through an academic institution or library.

Market research reports: Companies that specialize in market research often publish reports that include SWOT analyses on specific industries or companies. These reports can be purchased or accessed through market research databases like MarketResearch.com or Statista.

News articles and press releases: News articles, press releases, and industry news websites may provide SWOT analyses on companies, especially around significant events such as mergers, acquisitions, or new product launches. Use search engines or news aggregators to find relevant articles.

Academic journals and research papers: Scholarly research papers and academic journals often include SWOT analyses as part of their analysis of specific companies or industries. Access these resources through academic databases like JSTOR or Google Scholar.

Remember that SWOT analyses may vary depending on the source, so it's always a good idea to consult multiple sources to get a comprehensive understanding of a company's strengths, weaknesses, opportunities, and threats.

What is SWOT analysis for stock market?

SWOT analysis, also known as Strengths, Weaknesses, Opportunities, and Threats analysis, can be used to assess the potential of a stock in the stock market. Here's how it applies to stock market analysis:

Strengths: This refers to the positive attributes of a particular stock. It involves analyzing factors such as the company's financial health, market position, brand reputation, competitive advantages, and unique selling propositions. Identifying the strengths of a stock can help investors assess its potential for growth and profitability.

Weaknesses: These are the negative aspects or limitations of a stock. It involves evaluating factors such as high debt levels, poor management decisions, weak product offerings, declining market share, or other internal challenges a company may face. Recognizing the weaknesses of a stock can help investors understand the risks associated with investing in it.

Opportunities: These are external factors that could potentially benefit a stock. It involves analyzing market trends, industry developments, technological advancements, changes in regulations, or other factors that could create growth opportunities for the company. Identifying opportunities can help investors determine if a stock has the potential for future growth.

Threats: These are external factors that could potentially harm a stock. It involves evaluating factors such as intense competition, economic downturns, changing consumer preferences, regulatory changes, or other risks that could negatively impact the company's performance. Understanding the threats can assist investors in assessing the potential risks associated with investing in a particular stock.

By conducting a SWOT analysis for the stock market, investors can gain a comprehensive understanding of the stock's potential by evaluating its internal and external factors. This analysis can help investors make informed decisions and develop strategies to maximize their investment returns.

Which company is good for SWOT analysis?

A SWOT analysis can be conducted on any company, as it helps to identify the strengths, weaknesses, opportunities, and threats of the organization. However, some companies that are often studied for SWOT analysis include:

Google (Alphabet Inc.)
Amazon.com Inc.
Microsoft Corporation
The Coca-Cola Company
Walmart Inc.
Facebook Inc.
McDonald's Corporation

These companies are popular choices due to their significant market presence, global reach, and diverse product offerings. However, any company, regardless of its size or industry, can benefit from a SWOT analysis to gain insights into its internal and external factors.

What are the 4 areas of SWOT analysis explain?

The four areas of SWOT analysis are:

Strengths: This area focuses on the internal factors that give an organization an advantage over its competitors. It involves identifying the core competencies, resources, and capabilities that the organization possesses. Strengths can include a strong brand reputation, skilled employees, superior technology, or efficient processes.

Weaknesses: Weaknesses refer to the internal factors that put an organization at a disadvantage compared to its competitors. It involves identifying areas where the organization may lack skills, resources, or capabilities. Weaknesses can include outdated technology, poor financial performance, limited market presence, or inadequate customer service.

Opportunities: This area focuses on the external factors that could potentially benefit the organization. It involves identifying market trends, changes in consumer behavior, or untapped market segments that the organization can capitalize on. Opportunities can include new technological advancements, emerging markets, changes in regulations, or strategic partnerships.

Threats: Threats refer to the external factors that could potentially harm the organization's performance. It involves identifying risks, competition, or challenges that the organization may face. Threats can include intense competition, economic downturns, changing consumer preferences, regulatory changes, or disruptive technologies.

By analyzing these four areas, organizations can gain a comprehensive understanding of their internal strengths and weaknesses, as well as the external opportunities and threats they face. This analysis helps in developing strategies that leverage strengths, address weaknesses, capitalize on opportunities, and mitigate threats to achieve organizational objectives.

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Three branding lessons from Kathmandu’s head of marketing Richard Dalke

With consumer expectations and spending patterns changing rapidly, understanding what customers want has become an incredibly important skill to have.

But how do you derive meaning from data, and where do you draw the line between asking customers what they want and showing them?

Last week, head of marketing at global outdoor brand Kathmandu, Richard Dalke, explained to Inside Retail managing editor Heather McIlvaine how the business’ understanding of its brand, as well as its customers, played a significant role in its recent rebrand.

Here, we’ve compiled three tips Dalke shared.

You can watch the full Masterclass sponsored by Adobe here.

Listen to your (potential) customers…

Kathmandu unveiled a new brand direction in 2020, and stepped up its product redesigns in 2021. Part of that, Dalke said, involved analysing what it was that customers wanted from the brand.

“There was a lot of work to get the positioning right. We undertook quite a lot of market research across six different markets to understand how [each] part of our brand comes to life,” Dalke said.

“It included call groups, community-based research, terminal reviews, [and] linguistics analysis. There was quite a lot [of research] in order for us to be able to understand our customer and more about the market.”

That work taught the business that there was a huge opportunity in millennials: a segment of the outdoor market that the business hadn’t previously catered to, but which had grown massively throughout the pandemic.

Understanding this burgeoning market played a massive role in Kathmandu’s rebrand, which chief customer officer Eva Barrett recently said is working well .

…But don’t ask for permission

Understanding your customers is one thing, Dalke said, but it’s equally important to understand your brand and its ethos.

“You can’t ask [customers] for permission to do everything that you want,” he said.

“If you’re asking permission about certain brand attributes and whether they resonate, it can be quite difficult, particularly out of context, for customers to be able to comment on that.”

This is why Kathmandu uses customer feedback as a single input in the creation of its overall brand strategy, rather than as an absolute.

“We know our end point is to be the most loved outdoor brand. That’s our North Star,” Dalke said.

“How we flex and utilise that in our go-to-market strategy is tracked, but we don’t try to get every element right – as long as we’re always tracking toward that purpose.”

Don’t be afraid to invest in your brand

Dalke noted that Kathmandu is a business with a long history, and with that comes a strong brand. Despite that, in all the businesses Dalke has worked for previously, he has seen investing in branding as a cornerstone of long-term success, even during times of economic hardship.

“I can’t sit here and say that we don’t have the same pressure as every other brand that’s facing the daunting task of focusing on short-term sales activations, but it’s really important – probably more now than ever – that we are focused on that brand purpose,” Dalke said.

“There’s a lot of research around the role of brand-building, even during recession times it gives you an advantage and helps with long-term growth, and you emerge a lot stronger.”

This was true for Kathmandu following the difficulties of the initial Covid-19 lockdowns, and the impact it had on retailers more broadly, and the outdoor sector acutely.

“We saw the effect of [strong branding] as we came out of Covid, and we had one of our strongest seasons ever,” he said.

“The role of the escape to nature and the outdoors is there, and we’re in a fortunate position that that’s what our brand platform stands for.”