As previously reported (Compass vol. 7-15-16 of July 21), the two Spanish brands have come under the joint ownership of the Lasa family, which controlled Ternua and Astore, a small brand of team sports products. The new company, which has come to be called Ternua Group, says it has largely completed the integration process already.
The group has a total annual turnover of around €27 million, led by the Ternua brand of technical apparel with sales of €15 million, followed by Lorpen's technical socks with sales of €7 million and Astore with €5 million. While Ternua is still very domestic-oriented, with only 15 percent of its sales made outside Spain, Lorpen is much more international with an export ratio of 70 percent. Ternua has a presence in just over ten European and Asian countries, whereas Lorpen is sold in more than 50 countries.
At group level, international sales represent less than 20 percent of the total turnover. The management wants to take them up to 35 percent of total revenues by 2016 and up to 50 percent in the medium term. To this end, Michel Gogniat, sales manager of Ternua, has been placed in charge of sales for the whole group in Europe and Asia, while Bruce Barrows, the North American sales director of Lorpen, is now also in charge of the introduction of Ternua in his territory.
Both brands will take advantage of Lorpen's sales office in Toronto, an automated distribution center in Europe and logistics services in Hong Kong and Buffalo, New York.
The company held the first combined sales meeting for the North American market at its headquarters in Arrasate last week, where the sales reps of Lorpen in the U.S. and Canada were shown the collections of both Lorpen and Ternua for the autumn/winter 2015/16 season. The two brands will have a joint booth at the Outdoor Retailer Winter Market in January.
A similar international meeting will be held this week for the European and Asian markets, but Gogniat will probably wait until the Ispo Munich show to discuss possible partnerships with foreign distributors for both brands.
Ternua's new collection will feature for the first time the new Polartec Power Wool fabric. The garments will be tested by 100 German and Austrian athletes in the framework of the Ispo Innovation program. The collection will also feature an outer recycled Gore-Tex fabric and an inner recycled lining, plus a filling made from recycled Neokdun-certified down.