Wenger Unveils New Line of Outdoor Gear for Specialty Channel - SNEWS

Wenger Unveils New Line of Outdoor Gear for Specialty Channel

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BOULDER, Colo. (Jan. 23, 2008) – Wenger® – the maker of the Genuine Swiss Army Knife™ – will unveil a complete new line of outdoor gear designed exclusively for the specialty dealer. The lineup, which includes a variety of premium-quality sleeping bags, tents and backpacks, will be showcased at Outdoor Retailer Winter Market, Jan. 23 – 26, 2008 in Salt Lake City.

“Our new line of outdoor gear strongly connects with the design, style and functionality of the Genuine Swiss Army Knife,” said Geoff O'Keeffe, president of Slumberjack, an official licensee of Wenger North America and the designer, manufacturer and marketer of its outdoor gear. “From the materials we've selected to some of the unique, multi-functional design features found in each product, our new outdoor equipment lives up to the legend of the Genuine Swiss Army Knife and the Wenger brand.”

The initial offering of Wenger's outdoor gear consists of four sleeping bags, four backpacks and three tents (11 SKUs total). All of the products are designed to compete at the highest level within specialty retail by offering outdoor adventurers the finest in materials, design and functionality.

“Before we designed a single product, we took a serious look at the competition to see where we could differentiate,” O'Keeffe said. “We also looked at the hardcore outdoor consumer to better determine what they desire from their equipment. The end result is a new line of sleeping bags, tents and backpacks that offer a number of exclusive features and design elements that are unique to the specialty channel. We're not interested in being another ‘me too' in category. We want to bring something new to the game – we want a product that lives up to the legend of the Genuine Swiss Army Knife.”


The Chasseral multi-temperature sleeping bag is just one example of how Wenger is innovating the category. Just like the versatility of the Genuine Swiss Army Knife, this mummy-style sleeping bag integrates a removable, insulated comfort top, which allows the bag to achieve multiple temperature ratings anywhere from 10°F to 40°F. This is ideal for adventurers planning to camp at varying elevations where temperature swings are common. The Chasseral measures 32” x 84” and has a carry weight of 3 pounds, 5 ounces. It retails for $199.

Another example is the Alpina II hiker tent. Its ultra-lightweight, three-pole design is ideal for the minimalist who wants small, fast and easy, yet craves a roomy tent that can withstand the toughest elements. The tent comes with a multi-functional carry duffle that easily attaches to a backpack and doubles as an organizer when the tent is in use. The Alpina II measures 82” x 54” x 42” and retails for $199.

The Chasseral and Alpina II are just two of the exciting new products that will be launched at Outdoor Retailer Winter Market. Specialty dealers and members of the media are invited to view the new line at booth 6001. Information can also be obtained by calling (303) 262-4770.

Wenger is the exclusive United States and Caribbean marketer of Wenger Genuine Swiss Army Knivesâ„¢, Wenger Swiss Watchesâ„¢ and Wenger Swiss Militaryâ„¢ Watches. The Wenger name is a trusted brand known for its innovation, expert craftsmanship and precision.

Slumberjack, which is based in Boulder, Colo., is an official licensee of Wenger North America, Orangeburg, N.Y. and is the official designer, manufacturer and marketer of its outdoor gear. Slumberjack follows four core principles when designing Wenger's outdoor gear for specialty retailers. First, all products are heavily branded to connect with the legend of the Genuine Swiss Army Knife. Second, all products are designed to be “Best in Class.” Third, recycled materials are used whenever possible. Finally, each product incorporates innovations that are unique to the Wenger brand and the specialty outdoor channel.

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Editor's Note: For product samples, photography or other requests, please call
Brian Meehan at (262) 789-7630, ext. 133 or e-mail brianm@celticinc.com

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