In spite of difficulties in its Central European core markets during a disappointing spring season, Jack Wolfskin will have another record fiscal year (ending Sept. 30) thanks to an improved position in international markets and the successful development of various product ranges, notably footwear.
In a preliminary note, the company said that it should reach global sales worth more than €350 million compared with €304.2 million in the previous year, with substantial growth in all product categories.
While the overall gain is more than 20 percent, the company is happy to say that sales of footwear were well above the average evolution with a 42 percent increase. The number of shoes sold for the fiscal year is said to be above 1.5 million pairs.
While sales are doubling in the Far East and the Eastern European countries, the increase in Central Europe should be around 20 percent. Jack Wolfskin's next target is Canada, where it will celebrate a comeback after a decade or so.
When Johnson Outdoors sold the German brand to institutional investors at that time, the deal was connected with a pull-out from North America. Now the Paw is back in the continent with a distribution deal for the Canadian market with Double J Fashion Group, which specializes in men's and children's apparel.
The plan is to make it into franchising and other retailing and to have some 100 points of sale within the next three years.
Meanwhile, the brand has submitted its first report on social responsibility and has passed its first Management System Audit under the inspection of the Fair Wear Foundation, which Jack Wolfskin joined last year.
The result was that the company had a social performance after one year of membership that other companies usually reach after three years, Jack Wolfskin says.