Columbia Sportswear 2000 Annual Report Download - page 6

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Stellar Growth
While the overall apparel market was flat in 2000, outdoor brands continued to grow in popularity
with consumers. With our diverse line of active outdoor apparel, footwear and accessories, we
believe Columbia Sportswear is positioned to not only remain competitive in this environment,
but to thrive.
To maintain our position as an industry leader, we developed a four-point growth
strategy. This includes increasing our customers’ productivity through effective retail
merchandising programs, expanding our international business, the continued
development of our sportswear and footwear businesses, and expanding
distribution into department stores and specialty footwear retailers.
Columbia’s substantial growth indicates that our strategy has been
working. Sales have increased from $256 million in 1994 to $615
million in 2000. Driving this growth is our dedication to our
foundation as an outdoor company, and our adherence to the five
key words that globally define our products and our business
philosophy: Outdoor, Active, Authentic, American and Value.
By remaining focused on these key words at all
levels of the Company, from marketing and
merchandising to design and sales, we stay true to
our brand and our 63-year history of providing
consumers with innovative outdoor products
at an exceptional value.