Profile of Berghaus: a performance apparel producer expanding into fashionable conventional clothing

12 pages, published in Issue 24, 1st Quarter 2008   Report price: Euro 395.00; US$ 520.00

Berghaus is a UK-based manufacturer of clothing, footwear and equipment for outdoor activities such as fell walking, hiking, ice climbing, kite surfing, mountain biking, rock climbing and snow sports. The company proclaims that if someone needs to wear or carry an item of clothing or equipment in the great outdoors then it will endeavour to produce that item. Products are sold under the Berghaus brand name and under four sub-brands: Extrem, Outdoor Active, Ator, and 365Life.

Berghaus, a subsidiary of the brand management company Pentland Group, was founded in 1966 by two British outdoor enthusiasts, Gordon Davison and Peter Locket. It claims to have been the first company in Europe to work with Gore-Tex to produce a Gore-Tex waterproof breathable jacket. Today, as well as waterproof breathable jackets, it also makes outer shell items, fleeces, soft shell clothing and base layer clothing which form part of the Berghaus Layering System. In addition, it offers rucksacks and footwear for outdoor activities.

Retail prices of Berghaus waterproof breathable jackets in the UK range from as high as £350 (US$694) to as low as £75 while its fleeces range from £100 to £30. However, the focus of Berghaus?s product strategy is not on price but on tailoring its core products for their respective markets without compromising on quality. The company has built its reputation by manufacturing products whose functionality is trustworthy and reliable. Also, its products have a reputation for comfort and a stylish look which means that they can be worn ?off the hill?, particularly on the high street.

Berghaus supplies an estimated 30% of the UK market for specialist outdoor products by value and is a major player in continental Europe. Outside Europe, it has built a large network of loyal customers in several markets, particularly in Asia. Indeed, Berghaus?s flagship store in Seoul, South Korea, has the same look and sells the same products as its flagship store in the UK.

For future growth, Berghaus will continue to rely on its core competencies of quality, comfort, reliability and style. However, it is pinning its hopes on non-specialist consumers who want to wear Berghaus branded items on flat land, away from extreme weather conditions. To this end, it has launched a new collection of eco-friendly recreational and comfortable clothing called 365Life.

Profile of Berghaus: a performance apparel producer expanding into fashionable conventional clothing

• Summary
• Introduction
• Company development
• Products and markets
• Brands
• Design, fabric sourcing, manufacturing and testing
• Distribution, retailing and promotion
• Outlook

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• Waterproof breathable fabrics: new technologies for greater comfort, (1st Quarter 2008)

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