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Question:
How can you grow into a mainstream retail brand without sacrificing the credibility built up as an outdoor specialist?
Answer:
Sell ‘outside’ first in order to sell outdoor gear.
Story:
Our bodies are not made to sit inside all day. Still, this is what we do for an average of 21 hours per day. It is better for all of us to spend time outside. You don’t need to be a rock climber or hill walker to experience the benefits of the outdoors. Not everyone may be an outdoor person, but there is no such thing as an indoor person.
Bever does not replace its outdoor reputation for a mainstream one, in order to grow. On the contrary: it invites a wider audience to step into their outside world. By claiming ‘outside’ instead of ‘outdoor’. And by proclaiming the benefits of outside first, in order to sell the gear that helps you enjoy it better.
Brand awareness is approaching that of the market leaders. Sales are growing with double digits each year. Bever broke out of its niche and into a mainstream retail brand.
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