The American Columbia adapts its ambitions to the crisis

VIDEO – To double its sales in five years, the American outdoor group must accelerate in Europe.

The Chamonix store. The mountain and walking collection is “Europeanized” this winter. @ Monica-Dalmasso

Models worthy of Abercrombie & Fitch wearing down jackets waddle in music in the shower to prove that the garment is really waterproof. Between fir trees and artificial snow, Columbia Sportswear launched its new advertising campaign in New York. The first of this magnitude in over ten years. With the same stainless “muse”: Gert Boyle, 91, non-executive president of the outdoor clothing and footwear company, founded in 1938 in Portland, Oregon, by his family, of Jews who fled the ‘Nazi Germany. The matriarch makes people laugh, the heroine of humorous spots. She has clothes “tested tough” (“tested tough” says the slogan) in extreme and preposterous conditions.

Columbia, listed on Wall Street, is profitable and growing. Its turnover went from 3 million dollars in the 1980s to 2.1 billion in 2014, where it soared 25%. Its profits jumped 45% to 137.2 million. But sales, for a long time

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