The Ternua Group raised its sales in Europe and Asia by 15 percent this year. Without disclosing the precise turnover figures, the international sales manager of the Spanish-based group responsible for the two regions, Michel Gogniat, says they were in line with an objective to boost total revenues from €27 million in 2014 to €40 million by 2018, with those generated outside Spain rising from 33 to 47 percent of the total.
Europe and Asia represent the bulk of the foreign turnover for the group's two main brands - Ternua for outdoor clothing and Lorpen for socks. Presenting its international development strategy at recent sales meetings at its head office in Arrasate and in the state of Vermont, the company's management singled out the U.S., Canada, France, the Benelux countries, the German-speaking area, Japan, South Korea and Taiwan as those in which it is deploying the strongest efforts.
In particular, the group is strengthening marketing activities in the European focus countries. It has hired new public relations agencies in Germany and France. Furthermore, Ternua and Lorpen have become official suppliers of the Spanish mountain sports and climbing federation, Fedme.
As previously reported (Compass, no. 8-12+13 of July 13), the group recently hired a German sporting goods industry professional, Heiner Ibing, as area manager for Germany, Austria and Switzerland. Ibing, who built up the Brooks brand of running shoes in the region over the past 12 years, is supervising and reorganizing the local sales network.
Ternua has a slightly longer history with André Pierre Bonamy, the former European sales manager of Columbia Sportswear and European sales manager for Dakine. Bonamy has been acting for two years as master agent for the group in France, where his only other major activity is the representation of Dachstein with the French Au Vieux Campeur chain. He has now become also the general agent of the Spanish group in the Benelux countries, replacing a former distributor.
Ternua has been working successfully with Au Vieux Campeur for three seasons. It has a long-standing contract with the Bächli chain in Switzerland. It also has a private label contract for socks with AS Adventure in Benelux. In Asia, its major clients are the ICI chain in Japan and Metroasis in Taiwan. Ternua has a licensee for the Korean market, but it is looking for a new one.
The introduction of new environmentally friendly products for the autumn/winter 2016/17 season is expected to help the group to maintain its foreign growth momentum. Ternua is a member of the European Outdoor Conservation Association (Eoca) since 2014, and earlier this year, Eduardo Uribesalgo, founder and product manager of the Basque company, became one of its directors. More than 70 percent of Ternua's autumn/winter 2016/17 collection is made with organic or recycled materials and other bluesign-certified fabrics. It will be the first collection worldwide to use a recycled down, developed with an unnamed supplier, that is processed with a PFC-free DWR treatment.
Particularly in the Americas, Ternua will benefit from synergies with Lorpen, a Spanish brand of technical socks that already has a strong position in the region, with a distribution center in Toronto. Ternua's shareholders bought the brand two years ago. Lorpen has its own knitting factories in Spain and Mexico. About half of Ternua's products are made in Europe and North Africa - mainly in Portugal, Latvia, Poland and Tunisia - and the rest in Asia.
Lorpen is introducing new technical socks that use very fine Polartec fabrics and a blend of merino wool with Thermocool fiber. The group's novelties will be displayed at a new 180-square-meter stand at Ispo Munich, which will also feature a Basque chef, Martin Berasategui, who is said to hold more Michelin stars than any other Spanish chef.