Edelrid, the climbing equipment brand acquired by Vaude in 2006, is increasingly merging its management with Vaude’s. After the recruitment of Carsten von Birckhahn, a former executive of Mammut, as common brand manager for both labels, Jan Lorch, Vaude’s general sales manager responsible for both exports and the home market, has taken over the same position for Edelrid. Edelrid’s marketing and sales manager, Mark Cole, will concentrate now exclusively on its international business. The climbing brand’s marketing is now directed by Sebastian Straub. The subsidiary brand could benefit from Vaude’s worldwide distribution network and its presence in 20 countries.
Vaude opened its first mono-brand store in its home market on July 1. The 260-square-meter surface will be operated by Sport Reischmann in Ravensburg, a town close to Lake Constance. Reischmann is Intersport’s local hero in the region. Vaude intends to have 25 stores within the next three years. Since 2006, the brand has opened a store in the Netherlands. The Dutch door is operated in the southern town of Breda by Wil van der Holst, a local outdoor retailer.
The store in Ravensburg is just 13 kilometers away from Vaude’s headquarters, with its popular factory outlet. Jan Lorch told The Compass that he is optimistic that the two points of sale are not going to cannibalize each other, as they appeal to different target groups. The outlet at the headquarters in Tettnang is perfect for price-driven shoppers while the ambience of the store in Ravensburg targets quality-oriented customers. The new store is designed by the architectural firm Blocher Blocher Partners, the masterminds behind the revamping of the visionary stores of Sport Schuster in Munich and Engelhorn Sports in Mannheim.