The North Face turned up at the OutDoor fair with an adjusted range, launching the Mountain Athletics line into European wholesale accounts and displaying a much narrower and upgraded Summit Series.
Already on the market in North America, the Mountain Athletics range provides apparel and footwear for people who train for outdoor activities through other sports, such as running. The approach is very much aligned with the discussion that dominated the fair this year, on ways to expand the outdoor market.
At the same time, TNF wants to provide fresh impetus to the Summit Series. While the range had been broadened to nearly 60 styles, it has been reduced to a core range of eight premium styles, shown at the fair at a special location by invitation only. The distribution is to be limited to about 150 customers around Europe and only some of TNF's own stores.
Meanwhile, TNF is adjusting its European sales structure after the departure late last year of Nicolas Vidal, former vice president of sales in Europe, the Middle East and Africa (EMEA). Vidal became general manager at Sun and Sand Sports in Dubai, dealing with brands such as Timberland, Vans, Columbia, Dunlop and The North Face in the GCC region.
Adding regional supervision, TNF is preparing to appoint a vice president of sales for Germany, the U.K. and France. The job is currently held on an interim basis by Arne Arens, the brand's general manager for EMEA. Daniel Larsson, previously in charge of TNF in Eastern Europe, was appointed late last year as sales director to cover Italy, the Nordics and Baltics, the Benelux countries, Eastern Europe, the Middle East and Africa.
