Columbia Sportswear 2000 Annual Report Download - page 8

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While we remain focused on our four-point growth strategy, we undertook several additional key
initiatives in 2000 that will also help to advance our business.
We recently entered into the licensing arena, which extends Columbia’s product offerings and expands
global awareness of the brand. A strong licensing program will enable us to continue to focus on our
core competencies while growing and strengthening the brand in a variety of ways that will
complement our existing product lines.
Five Columbia brand licensing agreements have been signed in the 18 months since the program
began. In July 1999 we signed an agreement with Crescent Hosiery Mills, Inc. for the production of
men’s, women’s and children’s socks. The collection of active outdoor and casual socks was available at
retail for Fall 2000 and we are pleased with the initial results for our first licensed product. As a
complement to this, in January of 2001 we also signed a license with Intersocks S.P.A. to produce and
distribute socks throughout Europe.
To capitalize on the growing adventure travel business, we signed an agreement in January 2000 with
Cerf Brothers Bag Company for travel bags. The extensive collection of bags, which includes
everything from backpacks to camera cases, is available in stores this spring.
Belts and leather accessories are another natural extension of our brand, and in February 2000 we
signed a licensing agreement with Humphreys, Inc. that include belts, travel kits, wallets, and other
leather goods. These products are currently available in stores, and we are enthused about the initial
performance of these products at retail.
High-quality primary layers are a critical component of outdoor apparel. To capture sales in this
category, we signed a licensing agreement in December 2000 with Terramar Sports Worldwide Ltd. for
thermal tops, bottoms and accessories for men, women and children. The extensive collection of
underwear and primary layering pieces will be available in stores in Fall 2002.
We are enthusiastic about the potential opportunities our licensing program
offers to the growth of our brand, but we are taking a very deliberate and
thoughtful approach to licensing the Columbia Sportswear name.
We are considering only those products which merchandise
well with our core lines, and only those companies that
have the same dedication to authentic, high-quality
products as Columbia Sportswear.
GRowth through innovation