After the move of the headquarters for Europe, the Middle East and Africa (EMEA) from Lyon to Frankfurt two and a half years ago, Coleman, along with its other brands Camping Gaz, Sevylor and Airbed, sees itself in a good position to strengthen its presence across the region for all the brands and in all distribution channels it serves.
Thomas Seifert, president for the EMEA region, told this publication that both Coleman and Camping Gaz have large potential to grow with partners in specialty retail for outdoor, sports and camping goods. Currently 30-40 percent of the sales in EMEA are done through these distribution channels, while 60-70 percent goes through mass merchants, garden centers or DIY markets.
In terms of geography, Seifert pointed out that the respective strengths of the different brands vary significantly from one country to the other: Coleman is relatively strong in the U.K, while Camping Gaz is strong in France. Overall, Coleman EMEA sees its highest potential for expansion in Germany, the U.K., France, and Eastern Europe, notably in Poland and Russia, where the group operates subsidiaries.
By country, the largest region is France/Spain with a share of the sales of roughly 30 percent, followed by the U.K. and Germany with 15 percent each. Other strong markets for the group are notably the Benelux countries and Switzerland. By brand, Camping Gaz makes up about three-quarters of the turnover, followed by Coleman with 15 percent.
As Coleman intends to increase the share of specialty retail customers in the total turnover, it highly possible that it will come back to the OutDoor show after a couple of years of absence, according to Seifert.