Columbia fighting fit

North American activewear company Columbia Sportswear has grown rapidly since it was formed in 1938. Initially selling only a small range of hats, the label has quickly become a dominant force in the global sportswear industry. Jill Pullen reports.
Columbia Sportswear has come a long way since 1937 when company founders Paul and Marie Lamfrom bought a small hat distributorship in Portland, Oregon and named it Columbia Hat Company.
Since then, Columbia has become an international success story, designing a broad range of cutting edge lifestyle products including sportswear, skiwear, fishing apparel, footwear and accessories.
Today the company employs more than 1800 people around the world and distributes and sells products to more than 12,500 retailers in over 50 countries including Belgium, Germany, France, Italy, Australia and New Zealand.
The company also operates approximately 80 standalone stores worldwide.
Columbia was first introduced to the Australian marketplace in 1994. Launched primarily as a ski apparel brand, success here saw the company rapidly expand its range to include gear for rugged trekking and travel (GRT), sportswear, rainwear, fishing apparel, footwear, luggage and accessories.
The label, which was originally stocked by a small group of specialty ski shops when it was first launched in Australia, is currently stocked in more than 400 sport and outdoor retailers Australia-wide.
Columbia also operates six standalone flagship stores in Australia in Melbourne, Sydney, Brisbane and Hobart with two more stores due to open in Sydney and Adelaide by the end of the year.
"The six standalone stores are as much an exercise in marketing as they are a need to fulfill consumer demand," says Craig Ryan, CEO of the company's Australian distributor Outdoor Performance.
Whilst reluctant to divulge too many details about the new store locations, Ryan admits they are likely to be located in a "few key Westfield centres, like Chatswood".
Aimed at men and women aged 25 to 50, Columbia's product range is designed to meet the needs of avid travelers and sports men and women.
Outerwear is the company's most established product category, with ranges including skiwear, snowboard apparel, hunting and fishing apparel and youth outerwear.
One of the company's strongest selling outerwear collections is its GRT range. Made from an engineered fabric called Omni-Dry, the range is designed to keep the body cool and dry by drawing moisture to the surface.
The brand also offers seasonal outdoor footwear for adults and youth in cold weather, hiking, trail, outdoor casual and rugged comfort styles.
"Columbia believes that the market for footwear represents a substantial growth opportunity," says Ryan.
"Sales of Columbia's footwear range alone have grown to [account for] 30 per cent of the company's sales in Australia."
Columbia also produces a comprehensive range of accessories including hats, caps, scarves, gloves and headbands to compliment its outerwear and sportswear lines.
Earlier this year Columbia's North American headquarters signed a license agreement with New York-based World Wide Cycle Supply for the design, manufacture and marketing of a new line of outdoor bikes and bike accessories.
The Columbia Sportswear branded cycles will feature hardtail and dual suspension mountain bikes, comfort bikes, hybrid bikes, road bikes, cruisers and youth style models. Bike accessories will include grips, saddles, bike pumps and water bottles.
"Licensing is an important part of our branding efforts and is one more way to enhance our mission to offer consumers quality products for a variety of outdoor activities," says Tim Boyle, president and CEO of Columbia Sportswear.
Global distribution of the collection will be managed by World Wide Cycle Supply through selected US sporting goods retailers and specialty bike shops, with initial availability slated for spring 2006. A date is yet to be confirmed for the Australian release.
A licensed range of men's and women's sunglasses and ski goggles will also be launched in Australia by the end of the year. The collection will be stocked in Columbia stores and selected sporting good retailers nationally.
Given the growing demand for the label, counterfeiting has unfortunately become a problem for the company. Despite the fact an increasing amount of time, resources and money is being invested by the company to seize unlicensed apparel, it is nonetheless a fight they are winning.
Earlier this year the company seized a large number of unlicensed garments, including pants, jackets and shirts, bearing the Columbia logo from two well-known fashion retail chains in NSW and Adelaide.
Counterfeit clothing valued at approximately $1 million was also seized at two mass warehouse clearance sales at Homebush Bay and Fox Studios in Sydney.
Ryan says all goods seized in Australia were successfully traced back to factories operating in China, America, Cambodia and Vietnam, many of which have since been shut down.
Further abroad, Columbia also recently seized approximately 80,000 counterfeit products in a series of raids in China.
"It is a huge job trying to stop counterfeit merchandise from hitting the market," says Ryan.
"But it should serve as a warning to all apparel companies that if they sell or manufacturer counterfeit clothing, they will be liable for prosecution."

Pull quote: "Columbia believes that the market for footwear represents a substantial growth opportunity. Sales of Columbia's footwear range alone have grown to [account for] 30 per cent of the company's sales in Australia."