VOORMI® Goes Mobile for 2014


VOORMI® Goes Mobile for 2014

Pagosa Springs, Colo. -– (January 8, 2014) -- VOORMI®, a new to the scene innovator of domestically sourced precision blended wool, today unveiled the details of an innovative new hybrid mobile retail strategy for 2014.

Much like the “tap takeover” popularized by the micro-brew industry, the unique approach, designed to address the challenges independent brands face in today’s retail climate, is based on combining the “experience based” benefits of pop-up retail with the local support, accessibility, and expertise of specialty retail.

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“If there's one thing we're convinced of, it's that the specialty retail environment is going to change pretty dramatically over the next ten years, notes Timm Smith, Director of Brand Marketing for VOORMI. “Consolidation, mono-brand retail, the continued evolution of online and mobile shopping platforms, and the increasing pressure to drive earlier and earlier buying decisions are all putting pressure on the smaller, more localized retailers and brands this industry so badly needs to thrive.”

Rather than asking for a “commitment to buy" against a catalog of skus 9-10 months in advance of the actual selling season, the VOORMI hybrid pop-up approach will be based on matching real-time demand and supply. “Our goal here is to find yet another way to promote specialty retailers as the hub of a more localized, cutting edge, and independent movement,” added Smith. 

Starting at this year’s SIA show in Denver, rather than taking advance orders, VOORMI will be opening their 2014 event schedule, seeking forward thinking retailers interested hosting VOORMI’s brand new converted sled trailer throughout the year.

According to CEO Dan English, “For VOORMI, this strategy allows us to fully leverage the quick-turn benefits our domestic/small batch approach to manufacturing, tell the unique story behind our brand, and offer relevant products as they become available (not as traditional buying cycles would dictate).

For the retailer, it addresses some of the key pain points of inventory and "long lead, data-starved" decision-making. Additionally, we hope it sets the stage for specialty retail to become a direct conduit to smaller/more local brands.” 

Stop by VOORMI (booth # 4370) at the upcoming 2014 Snowsports Industries of America (SIA) trade show or contactpr@voormi.com to set up an appointment.


Headquartered in Southwest Colorado, VOORMI’s primary mission is to simplify and streamline performance apparel and outerwear for backcountry travel. VOORMI presents precision blends of domestically sourced fine-micron wool, used in strategic combination with high performance synthetic fibers to push the boundaries of technical clothing and wool fabrics. Made here in the United States, the Fall 2013 VOORMI® product collection features distinctive base and mid-layers engineered to meet the demands of High-Elevation mountain pursuits and backcountry adventure. Please visit VOORMI.com for more information.