Columbia Sportswear is getting serious about becoming a retailer in Europe. So far, Columbia had some stores in Europe, especially in France, operated by local retail customers. Now, "Ma’s" brand wants its own stores in the Old World. For this purpose, Columbia has hired Scott Ziegler as new European retail director. Ziegler served as retail operations projects manager for Adidas for the European, Middle East and Africa region.
The new retail strategy is not only about the Columbia core brand, but also on the affiliated labels like Mountain Hardwear. A similar strategy is being followed in the USA, where the company is planning to open two big Columbia and Mountain Hardwear stores side-by-side in Seattle next Fall. The European retail program is due to be implemented as of 2009.
Columbia’s president and chief executive, Tim Boyle, told SGI Europe that the target is to have 7 branded stores in Europe in the near future. Boyle sees the bigger cities as hosts for Columbia stores, while the Mountain Hardwear banner should attract customes in the tourist spots in the Alps and other interesting locations designed for mountaineering.
Until now, Columbia has been careful not to antagonize its wholesale customers by opening single-brand stores, even on a franchise basis. The North Face, which had been developing mainly through shop-in-shops and franchised stores, has begun to set up its fully owned stores in Europe as well.
Disappointed by the results it has obtained in Europe, Columbia has recently revamped its European management. As part of this reorganization it has appointed Marijo Bee as new European director for apparel. She had served for Columbia during 11 years in Canada, until she was hired by another company which markets Caterpillar apparel. Now she is back with Columbia to manage apparel in Europe.
