ORSM '12 New Exhibitors Preview: Lucy Activewear

SNEWS highlights some new exhibitors at the Outdoor Retailer Summer Market 2012 trade show. Check out Lucy Activewear's story and perhaps swing by their booth if you're at the show.
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Lucy Activewear

www.Lucy.com / Mark Bryden, president / #PV262 / Alameda, Calif. / Founded 1999

Mark Bryden on Lucy Activewear: Lucy fits you. What sets our products apart is our thoughtful design that incorporates “real needs” style. We make premium women’s activewear with high performance and comfort, classic style and a fit that enhances every woman’s body. Whether she’s practicing yoga, running, training or having some outdoor fun, we promise she’ll feel confident in our clothes.

Tell us about your brand and products?

Our brand encourages and celebrates a fit and healthy lifestyle for all women. What sets our products apart is our thoughtful design that incorporates “real needs” style. We make premium women’s activewear with high performance and comfort, classic style, and a fit that enhances every woman’s body.

What were you, as the president of the company, doing before this?

I was GMM North America, Timberland

What’s the one best feature of your product?

Our products are designed to support and enhance every woman’s body.

What has been your biggest challenge?

Honing a distinct proposition for the Lucy brand in an increasingly competitive category.

Why are you at Outdoor Retailer?

Outdoor specialty retail is critical to our distribution strategy so we are here to introduce ourselves, and to meet other people in our industry.

Who do you look up to in the industry?

Great brands who know who they are, who bring their brand personality to the consumer in the most engaging way, and who stay true to who they are throughout their entire operation. 

Who do you want to compete against in the industry?

Growth and competition is possible across all of the industry. We feel like there is room for more players so we welcome all comers.

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