Sierra Designs scraps existing product lineup in reboot for 2014
SNEWS brings you an exclusive first look at the strategy behind Sierra Designs' upcoming remake of the 48-year-old brand. There were no sacred cows, even recent award-winning products got chucked out the window in this reboot.
SNEWS brings you an exclusive first look at the strategy behind Sierra Designs' upcoming remake of the 48-year-old brand.
Rebuilding brands has a few interesting stories among them the license program ie Jantzen, with perry Elis, White Stag a label at Wal Mart and Pacific Trail a label now at Kohls. Sierra Designs has stood this test of time owned by American Rec through it all. But it is the word Designs that makes this such an exciting reality Sierra Designs and now a few very skilled veterans of another Designs.. Cascade Designs up northwest in Seattle. So do the trail thing Sierras and the Cacades meeting in a perfect moment of leadership to climb where few even admit it should be climbed. These guys rock in the true sense of what is going to be climbed.
Anybody hear how they did at OR? What did folks think of the "reboot?"
They were our go to tent line for years and then the slide started. Like Todd above said, if you really want to get traction in specialty, then be special. While it may be a slower growth curve, there is much to be said about exclusivity. Make a compelling story, don't compromise quality, and let the specialty retailer carry your banner.
I had the good fortune to design for SD during the 1994-2003 time period when Sally McCoy was CEO. At that time SD was the brand to beat especially in tents. They sold more tents than any other company in the "Specialty" Industry. Unfortunately that all came to an end in 2003 when the company was restructured w/o Sally. It has been a long downhill slide since!
As a former SD employee, and someone who grew up with the brand, this is exciting news. George Marks once was asked why he founded the company. He replied that he wanted to do things a "better way". This sounds like that same approach, and I really hope it's the case.
Sierra Designs of course needed a fresh start. Have to wonder if they will have the patience to do it properly. Just my humble opinion but the best chance they have now is to scrap all dealers as well as the whole line, go back and start by offering a high quality line up of products that specialty outdoor shops will be compelled to buy. What will compel us to buy. Tight distribution, no online with big and 3rd party players that devalue the product. A MAP policy that only allows 2 short windows of off price activity online. Lets face it unless you can give shops like mine ALL of those things what possible reason would I have to even consider it given the past behavior, quality, and devalued nature of the product in the greater marketplace. Be bold and have some patience there is an opportunity to be the go to brand in Specialty for the mid price point that we all want but has been so whored out that not much is left for the shops that built the business for the last 30 years or so. Just one guys thoughts.