At Mammut's U.S. headquarters, known until now as Climb High, living with name confusion has been standard operating procedure. Mammut and Mammut-owned Raichle, Ajungilak and Climb High (which was also the U.S. distributor of Mammut, as well as the Climb High brand) were all loosely associated under the Mammut Sports Group, the name being used by Mammut's European headquarters. Mammut has resolved the confusion within the U.S. marketplace and brought a bigger vision as well as economies of scale to its brands by bringing all of the aforementioned brands under one overseeing group, the Mammut Sports Group.
The name change to Mammut Sports Group in the U.S. reflects Mammut's global identity initiative, and an attempt to strengthen Mammut brand recognition in the U.S. market.
"We're hoping that this name change gives people a better understanding of who we are and what we do," said Jeff Cunningham, Mammut's U.S. marketing director. "Mammut is the Alpha brand. It made sense to clarify that."
Mammut is assuring dealers that the name change to Mammut Sports Group is a trade name change only. According to Mammut, the internal structure of the company and its dealer services will remain the same, and Mammut, Raichle, Ajungilak and ToKo brands will continue to operate independently. The Climb High brand is being discontinued. Sales and marketing directives are being brought under the mother group, as well as customer service and shipping.
The ToKo brand will continue to exist, but the product mix is being streamlined. Ian Harvey, ToKo brand manager, told SNEWSÂ® that for now ToKo has been given the mandate to discontinue production of hardgoods, specifically ToKo poles. ToKo will continue selling wax, tools and gloves under the ToKo brand. It will honor all pole warranties through the end of the 2005-06 season and all contracts with Fischer, Rossignol and the U.S. Ski Team through the end of this season.
Through 2005, Mammut Sports Group dealers that carried the Climb High brand will still have a few Climb High labels on their shelves. Climb High gaiters won't be replaced until the 2006 relaunch of Mammut's gaiter line. Mammut's two Vermont retail stores, both called Climb High, will keep their name.