New CamelBak Bottle a Success at Retail

CamelBak Products, LLC today announced that with only 90 days under its belt, the new CamelBak Bottle has exceeded a ten percent market share in U.S. specialty retail stores.
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CamelBak Products, LLC today announced that with only 90 days under its belt, the new CamelBak Bottle has exceeded a ten percent market share in U.S. specialty retail stores. The success of the launch has spurred retailers across the nation to place multiple reorders sooner than expected. The CamelBak Bottle has been sold into 851 CamelBak retailers with over 1500 locations nationwide.

“By adding innovation in the form of CamelBak's legendary Big Bite Valve to the bottle category, we've been able to re-establish the notion of a premium bottle,” said Layne Rigney, Director of Recreational Sales at CamelBak. “The Bottle has returned margin and consumer interest to the category.”

Retailers are reaping the benefits of the new Bottle and can't keep up with demand. "CamelBak Bottle sales have really surprised me,” said Brian DePalmer, Buyer, Lombardi Sports, San Francisco, CA. “I can't believe that I've had to re-order 3 times already this summer."

Building on the success of the 0.75- liter Bottle, this holiday season CamelBak will introduce 2 new sizes: a 0.50- liter with an MSRP of $10.00, and 1.0- liter with an MSRP of $14.00. “Customers want more capacity in the CamelBak Bottle and the new 1.0- liter version will definitely provide that,” says Tom Windle, Buyer, Skinny Skis, Jackson Hole, WY.

CamelBak will also add Bottle accessories to the line-up for holiday. A bite valve (blue or black) and 2 straws will be sold together at an MSRP of $6.00, and the CamelBak Bottle Cap will be sold separately at an MSRP of $9.00. The CamelBak Bottle Cap will fit other bottles that are a standard cap size (63mm) and will be available with a blue or black Bite Valve.

About CamelBak
CamelBak Products, LLC. is the originator of the Hands-Free Hydration system. Since 1991, CamelBak's state of the art packs and hydration systems have benefited athletes, outdoor enthusiasts, and soldiers around the world. CamelBak continues to deliver innovative hydration products to the market with the belief in the performance advantage that proper hydration can deliver in any situation. The company is a privately held portfolio company of Bear Stearns Merchant Banking (BSMB) and is headquartered in Petaluma, California.

About BSMB
BSMB, the private equity affiliate of The Bear Stearns Companies Inc. (NYSE: BSC), invests private equity capital in compelling leveraged buyouts, recapitalizations and growth capital opportunities alongside superior management teams. Since its formation in 1997, BSMB has been an investor in over 50 portfolio companies across a broad range of industries. Recent investments by BSMB include: ACA Capital Holdings, Aearo Technologies (exited in 2006), Balducci's, CamelBak Products, Cavalry Investments, Churchill Financial Holdings, Hand Innovations (exited in 2006), Multi Packaging Solutions, New York & Company (NYSE: NWY), Reddy Ice (NYSE: FRZ), Seven For All Mankind, Stuart Weitzman, Transamerican Auto Parts Company and Vitamin Shoppe. More information about BSMB can be found at www.bsmb.com.

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