In a new restructuring move, after the recent divestiture on Jarden Corporation's former winter sports equipment business, Newell Brands is exploring strategic options for Rawlings, the American team sports brand inherited from Jarden in 2016 along with any other sports and outdoor brands. It is also merging the European operations of Coleman, Marmot Mountain and Ex Officio.
As part of the consolidation in Europe, Marmot Mountain Europe will shut down its office in Schwaig, Germany, which was also taking care of Ex Officio's European business. Its long-time general manager, Andy Schimeck, will become a consultant and leave the group in July. The experienced 51-year-old manager will then be ready for other challenges.
His position will be taken over by Jan Schapmann, the current European marketing and sales director of Marmot, who will also be responsible for Ex Officio. He will be based at the current office of Coleman Europe in another German city located 200 kilometers away, Hattersheim. Negotiations have started with the group's 26 employees in Schwaig about their possible relocation. Schapmann will report to Martin Vergien, vice president and general manager of Newell Brands EMEA's Outdoor & Recreation Division, which consists mainly of the European operations of Coleman and its European sister brand, Campingaz.
At the recent Ispo show in Munich, company officials noted that the group had previously consolidated the operations of Ex Officio and Marmot in North America. They added that they want to reinvest some of the savings generated from the consolidation of European operations into additional marketing and other ways to support the Marmot brand in the region, where it is not sufficiently known in spite of its presence in between 800 and 1,000 points of sale.
They denied, however, a report that Coleman is going to make its first move into apparel, noting that this strong hardware brand is already offering a small line of clothing under its own brand name for the mass market in the U.S.
In another interesting diversification move, Marmot has developed its first range of outdoor shoes, which is being offered exclusively in the Blacks stores of the JD Sports Fashion chain in the U.K. during the spring/summer 2018 season as part of a four-year licensing contract with the group, which also owns other outdoor retail chains. At the Ispo show, company officials declined to say whether other retailers may subsequently have access to the line.