Montane has obtained more shelf space with several key accounts in the last weeks as it launched a range of winter products with Gore-Tex membranes. The partnership is supporting a sustained sales increase for the British outdoor brand, which reached an annual average of about 20 percent in the last ten years.
Montane products with Gore-Tex were launched at Cotswold Outdoor and they will reach other wholesale customers in the U.K. in the next five to six weeks. Au Vieux Campeur, the French specialty retailer, started selling Montane backpacks this summer and is taking apparel on board for the winter.
After four years in the U.S. market, where Montane has teamed up with Sport Hansa, the brand has been taken up for a trial at REI. While Sport Hansa previously covered the Canadian market for Montane as well, the British brand has sealed a distribution agreement for this country with Valhalla Outfitters, starting with the fall/winter range.
The largest chunk of Montane's growth in absolute terms comes from the British market, but it has been making ample progress in several other markets, from Germany to France, Spain and Denmark. The brand's sales are also improving in Italy, where Montane altered its distribution arrangement. While it previously worked with Riccardo Fisogni from Serico, Montane has teamed up with Andrea Gaddi from Alpine Studio.
Italy is one of the countries covered by Robert Pollhammer, who was appointed European area manager in October. Montane also reinforced its team in the U.K. with the appointment of a brand director, a digital marketing executive, a technical sales representative and some more support functions. Another investment was the launch of an upgraded website, which enabled Montane to start online sales in the second half of last year.
Montane previously worked with eVent membranes but no longer makes any products with these fabrics. Separately, the British brand is also using Pertex technologies.