Euromark Poland, the company that owns Campus and Alpinus, the two leading Polish outdoor brands, has applied for a launch on the Warsaw stock exchange in September. If the prospectus is approved, Tim Roberts will remain Euromark’s leading shareholder while selling part of his stake to raise the equivalent of between $10 million and $15 million to finance further expansion.
Over the last months the company has invested forcefully in the refurbishing and opening of its Planet Outdoor stores, which sell Campus along with Alpinus and Stir Crazy, the group’s youthful board sports brand. The funds to be raised through the listing should help Euromark to reach its target of up to 50 stores in Poland in the next 5 years – combining fully-owned and franchised stores.
Another target for investments is the Ukraine, where Euromark has just opened a subsidiary, located in Lvov. Headed by Andrzej Miczkowski, who has been with the company for 12 years and currently works as its export manager, it will open the first Planet Outdoor store in the Ukraine in September.
Another chunk of the investment would be pumped into the re-launch of Alpinus. Euromark bought the name of the brand from its bankers after the Alpinus company became insolvent. It has since attempted to sell Alpinus as an upmarket outdoor brand, after obtaining a deal with Gore-Tex. However, the re-launch was somewhat hasty and the company acknowledges that it will take more marketing investments to build up the brand’s positioning.
Overall, Euromark estimates that it will need about $25 million to finance its development over the next years. The case for a partial sale is all the more compelling since Euromark’s original business in the UK, Khyam tents, has been relatively slow over the last months.
Plans to broaden the distribution of Campus and Alpinus in the UK have been slightly delayed, but Euromark will be testing the Planet Outdoor concept with an opening in Southampton in September.
Potential expansion into Germany hinged on an agreement with VauDe, the German outdoor company, which claimed to have registered the Campus brand name in the country. Euromark took legal action over the matter and the ensuing ruling attributed the rights to the Polish company because VauDe had never made use of them. Still, Euromark hasn’t yet taken any concrete steps to market the brand in Germany