GE Energy Invests In Retail Outreach Program For eVent Fabrics

GE Energy has increased support for retail sell-through for customers’ brands using eVent™ fabrics.

Kansas City, Mo.—(July 28, 2008)—GE Energy has increased support for retail sell-through for customers' brands using eVent™ fabrics. The increased investment will help ensure that eVent fabrics are merchandised properly and engage sales staffs on the benefits of Direct Venting™ technology in apparel, footwear and accessories through a multi-channel approach.
“GE Energy offers outdoor enthusiasts a very different waterproof breathable solution with eVent fabrics. With this new initiative, we are enhancing the process of educating retail floor staffs about Direct Venting technology and the advantages eVent fabrics have over traditional waterproof breathable laminates,” said Jim Lenox, global product line leader for eVent fabrics.
The program uses two different approaches to educate retail floor sales staffs. The first approach reaches out to retail floor staffs directly through a relationship with, a company that specializes in educating retail salespeople through an online campus. There are currently over 75,000+ enrolled retail sales people using 3point5. Using action footage, music, and clear, concise messaging, 3point5 delivers a fresh, entertaining package to educate about the brands that use eVent fabrics and the benefits of Direct Venting technology.
“ has become an important resource for retail sales personnel wanting to learn about cutting edge sporting goods technologies,” said CEO Duncan Robins. “We are excited to have a leader in fabric technology innovation come aboard.”
The training is designed to teach brand, technology and product knowledge to retail salespeople selling brands that utilize eVent fabrics. tests retail employees using interactive “Edu-Games,” which salespeople must pass to earn deep discounts from brands using eVent fabrics.
The second approach will bring eVent fabrics technical representatives directly into the stores that sell multiple brands with eVent fabrics. These representatives will educate the floor staff and help install point-of-sale (POS) merchandising hardware. This two-pronged initiative will help the end consumer make an informed decision when they are shopping for waterproof breathable footwear, apparel and accessories through informative POS displays, educated sales staff, and well-merchandised products.

About eVent fabrics
eVent fabrics are made with GE's proprietary expanded PTFE membrane technology to produce an exceptionally breathable, highly-functional waterproof laminate with a very loyal following. Honored by the American Alpine Institute with its prestigious Guides' Choice award, eVent fabrics are used by more than 70 brands worldwide in their most demanding outerwear, footwear, gloves, hats, gaiters, sleeping bags and bivy bags.

About GE Energy
GE Energy ( is one of the world's leading suppliers of power generation and energy delivery technologies, with 2007 revenue of $22 billion. Based in Atlanta, Georgia, GE Energy works in all areas of the energy industry including coal, oil, natural gas and nuclear energy; renewable resources such as water, wind, solar and biogas; and other alternative fuels. Numerous GE Energy products are certified under ecomagination, GE's corporate-wide initiative to aggressively bring to market new technologies that will help customers meet pressing environmental challenges.


For more information, contact:
Kris Versteegen or Julie Evans
Verde PR & Consulting


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