Columbia Sportswear 2009 Annual Report Download - page 13

EMEA
We sell our products in our EMEA segment to wholesale customers, to independent distributors and through
our own retail stores. We sell directly to approximately 4,800 wholesale customers in our EMEA segment. We
also sell to approximately 15 independent distributors in our EMEA segment that sell to approximately 800
wholesale customers in locations throughout the EMEA region, including Russia, portions of Europe, the Middle
East and Africa. As of December 31, 2009, we operated 7 outlet retail stores and 3 branded retail stores in
various locations in Western Europe. Sales in our EMEA region accounted for 15.9% of our net sales for 2009.
We distribute the majority of our products sold to EMEA wholesale customers and our own retail stores
from a distribution center we own and operate in Cambrai, France. The majority of sales to our EMEA
distributors are shipped directly from the independent factories that manufacture our products.
LAAP
We sell our products in our LAAP segment to wholesale customers, independent distributors, through our
own retail stores and to franchisees. We sell directly to approximately 200 wholesale customers in our LAAP
segment. We also sell to approximately 13 independent distributors in our LAAP segment that sell to
approximately 1,300 wholesale customers in locations throughout the LAAP region, including Australia, New
Zealand, Latin America and Asia. As of December 31, 2009, we operated 47 branded retail stores and 13 outlet
retail stores in Japan and Korea within our LAAP segment. We also sell Columbia, Mountain Hardwear, Sorel
and Montrail products through ecommerce websites in Japan and Korea. Sales in our LAAP region accounted for
16.3% of our net sales for 2009. In addition, we earn licensing income in our LAAP segment based on our
licensees’ sale of licensed products.
We distribute our products to wholesale customers, our own retail stores and franchisees in Japan through an
independent logistics company that owns and operates a warehouse located near Tokyo, Japan. We distribute our
products to wholesale customers, our own retail stores and franchisees in Korea from a leased warehouse near
Seoul, Korea. The majority of sales to our LAAP distributors are shipped directly from the independent factories
that manufacture our products.
Canada
We sell our products in Canada to wholesale customers and through our own retail stores. We sell directly to
approximately 1,300 wholesale customers in Canada. As of December 31, 2009, we operated two outlet retail
stores in Canada. Sales in Canada accounted for 8.6% of our net sales for 2009.
We distribute the majority of our products sold to Canadian wholesale customers through two distribution
centers in Strathroy, Ontario. We lease one of these facilities and own the other facility. In some instances, we
arrange to have products shipped directly from the independent factories that manufacture our products to
customer-designated facilities in Canada.
Advertising, Marketing, and Promotion
Advertising, marketing and promotional programs are integral parts of our global strategy to build brand
equity, raise global brand relevance and awareness, infuse our brands with excitement and stimulate consumer
demand for our products worldwide. Our advertising, marketing and promotional efforts consist of integrated
marketing activities, including primarily Internet and print advertising; enhanced in-store displays and
merchandising techniques executed in partnership with various wholesale customers; public relations and brand
communications focused on our innovative apparel, footwear, accessories and equipment technologies,
performance features and styling. Our key brand messages are reinforced consistently at our wholesale
customers’ stores using concept shops, focus areas and other visual merchandising displays dedicated exclusively
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