Arcteryx Prudently Set Up Direct Stores To Support Distributors Strategy

As a close neighbor, Canada's outdoor brand Arc 'teryx will continue to shop in the United States. In the next few months, it will open brand outlets in Denver, New York, Boston and Chicago.

The outdoor brand, headquartered in northern Vancouver, currently has only 7 brand stores worldwide.

As the world's top outdoor brand, Arc 'teryx has been very cautious in its opening up. In 2006, its first direct store opened in Montreal, and only second stores were opened in Seattle in September 2013, 7 years later, and third stores were opened in Vancouver. By 2014, the pace of opening Arc 'teryx seemed to have accelerated. In August, Toronto opened a new store, October in Minneapolis, November in Portland, December in Washington state, and opened seventh shops worldwide.

"If we find the right place for the right city, we plan to open 2-4 more direct stores in North America in the next few years," said AdamKetcheson, Arc 'teryx, senior director of marketing and e-commerce business. Our retail strategy is designed to support the overall allocation strategy of the brand. "

He said, Arc teryx has learned a lot from the operation of the brand store.

"First of all, we need to continue to focus on good businessmen and use this knowledge to better support our wholesale partners from the perspective of product and physical experience," Ketcheson said. "We understand that brand Strong and demanding. We also understand that consumer expectations in our brand are focused on our quality and technical performance orientation. Our best selling products are often our most technical products. Consumers are looking for quality value. "

"First of all, we must continue to be a good businessman. We will use our new products to better support our wholesalers' partners, both in terms of products and practical experience." Ketcheson said, "through direct stores, we find that our brands are strong and consumers demand very strong. Consumers want us to maintain high quality and technology oriented positioning. Our best selling products are often our most technical content. Consumers want our products to be of high quality and high value.

In August 31, 2015, Arc 'teryx will open its first European brand store in London. It is reported that the store is located in the Piccadilly area of the prosperous business district of London, with an area of 4000 square feet and a two storey building. It will display the sale of Arc 'teryx full range products, including outdoor clothing, snow suit, footwear, seat belts and all kinds of knapsack products.

For the US area, the opening plan of Arc 'teryx several new stores has also been put on the agenda: there will be a new one in Denver in September, a SOHO in October or November in New York, and a new one in the Chicago plan in November or December.

Ketcheson said stores aim to supplement and support their wholesale businesses. "Our goal is to use brand stores as a catalyst in the market," he said.

Ketcheson said that Arc 'teryx stores are mainly designed to better support and replenish their wholesale businesses. "Our goal is to turn these brand stores into Arc' teryx catalysts in the market."

Despite the overall support for this strategy, some Arc teryx wholesalers and distributors expressed concern about its opening up. "I'm not happy to open a store here, but I can understand that Arc 'teryx brand is for expansion purposes," said RobSolomon, a shopkeeper named USOutdoorstore in Portland. Retailer Shop is a local distributor of Arc teryx in Portland.

They understand that we have not expanded the distribution market and therefore will not have a devastating effect on the market, "Ketcheson noted. "In general, the wholesale market business of our local outlets is growing. But we still have a cautious attitude and strategy for opening stores. Wholesale business is still our most important engine of growth.

The opening of new stores has also played a certain role in promoting the online sale of Arc 'teryx. However, the electricity supplier has also brought some tourists to the store.

"As consumer shopping channels become more diversified, we hope that all our wholesale, direct, entity and e-commerce channels will complement each other to promote brand development. Because our distribution strategy adopts quota system, sometimes consumers find it difficult to find our brand, and the whole channel at this time can help consumers find what they need.

For the future, Ketcheson said Arc 'teryx did not have a clear expansion target.

"We generally set a five year development goal, but for retail business, we are still a new comer. We need to learn more in the next 2 or 3 years. This will really affect our long-term vision." Ketcheson said.

Arc 'teryx will follow the same distribution in the global market. Channel strategy It will open limited brand flagship stores in the core cities of Europe, Japan and China. Besides London, the brand also plans to open new stores in Copenhagen, Osaka and Shanghai.

Ketcheson said that in general, the development of "Arc teryx" was very good and grew rapidly in the core area, which included the European, North American and Asian markets.

"Fortunately, we have a very balanced global distribution channel, one of the few outdoor brands in the world that can achieve continuous growth."