Gramicci Hits Stride After OR Summer Market Product Launch and Rebrand

Gramicci, one of the original “soul brands” of the outdoor industry, launched a complete branding effort at the Outdoor Retailer Summer Market last August that seems to be paying off.
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Gramicci, one of the original “soul brands” of the outdoor industry, launched a complete branding effort at the Outdoor Retailer Summer Market last August that seems to be paying off. After the introduction of its expanded Spring '07 product line developed by its new team of designers and a full schedule of appointments with key retailers throughout the United States, Gramicci is back on track.

“We reconnected with several former Gramicci customers, including EMS, Paragon, Sonoma Outfitters and Scheels, that were completely surprised at the positive transformation of the product line,” said Marty Weening, president of Gramicci. “Retailers were heartened by the fact that we took great care to maintain the integrity of the line, while updating our offerings to attract younger consumers who could easily become loyal customers. Their enthusiasm was generously supported with orders that resulted in our average specialty store order increasing more than 300% from the first fall season under the new team.”

“Marty and his team have clearly taken the right steps to engineer a perfect extension of the brand's heritage,” said Drae Clemes, owner of Outdoor Gear in Honolulu, Hawaii. “We see this in the attention to detail, the proprietary fabrics and washes, and the expansion of the women's line. Gramicci has presented a brand with a clear point of difference.”

According to Weening, the retailer that had discovered and previously bought the new, revived Gramicci for Fall ‘06 is back reordering fall “at once” delivery. The company anticipates it will end up doing 28% of its entire Fall ‘06 business in reorders compared to less than 4% in Fall ‘05.

Gramicci has: opened 25 new doors on the east coast; opened 20 new doors on the west coast; and reopened 17 of the dealers in the east that carried the line and 28 in the west that were previously customers. Specifically, orders have been placed by Alabama Outdoors, Bass Pro, Cadillac Mountain, EMS, Great Outdoors, Kittery Trading Post, Mountain Supply, Outdoor Gear, Paragon, Scheels, REI, Summit Hut, and Whole Earth Provisions.

“The momentum we are seeing in orders validates the new design, and the fact that our proprietary fabrics and finishes are selling at retail resulting in double digit percentages each week,” continued Weening. “Our customers are passionately reminding us that this is what this brand used to do for them. The sell-throughs confirm that Gramicci product is on the right course and helping its retailers satisfy their customers. We like the buzz and worked very hard to get to this point. We know we have more work to do but we couldn't be happier about the response.”

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About Gramicci: Gramicci, a soul brand of the outdoor industry, is a design-centric outdoor apparel company renowned for its fabric development and natural fiber technologies. Known for creating one of the icon styles that began the lifestyle apparel evolution in the outdoor market, Gramicci continues to be a trend setter in the market after 25 years. Natural technology and design innovation, showcased by Gramicci's still-popular original climbing pant with signature gusseted crotch and easy lock/release belt system, continue as hallmarks of the company's approach to product design. Today, the company offers an expanded line of four-season performance and lifestyle apparel for men and women incorporating the comfort, function and technology required by outdoor devotees. For more information, visit www.gramicci.com.

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