Columbia Sportswear 2009 Annual Report Download - page 4

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3
consumer insights and bringing those insights to life through designs that perform and deliver
benefits through innovation.
The industry has taken notice, bestowing top desig aards o Coluia’s Moe™ backpack, and
Bugathero™ heated boot. Most recently, our Raeous™ trail-running shoe ran off with Trail
Runner Magazine’s 2010 Editor’s Choie Aard for Best Debut, while Montrail’s Mountain
Masohist™ was selected as the best new trail-running shoe in Outside Magazine’s 2009 Annual
Buyer’s Guide.
Moutai Hardear’s Intention 75 backpack was honored as the best large-load backpack in
Backpacker Magazine’s 2009 Gear Guide and in the December 2009 Gear of the Year issue of
Men’s Journal. Our Sorel™ design team infused fun and performance-grounded fashion into this
iconoclastic winter boot brand, successfully broadening its appeal to female consumers and
eleatig the rad’s distriutio ito soe of the fiest luur shoe retailers i the orld.
Through innovation and design fed by consumer insight, each of our brands is succeeding in
redefining and re-energizing its category, strengthening relationships with consumers and building
confidence among our wholesale partners around the world.
The strides we are making infusing our products with innovation and design also enable us to
segment our product assortments to better match each channel of distribution and the consumers
who shop there. A growing number of high-influence specialty and sporting goods retailers are
adding our brands to their assortment for the first time, while others with whom our business has
contracted in the past decade are showing renewed interest.
We also expanded our direct-to-consumer platform in 2009 with the launch of our first e-commerce
sites for Columbia (www.columbia.com) and Sorel (www.sorel.com). Within four months of its
launch, www.columbia.com was named one of Internet Retailer’s Hot  e-commerce sites,
proig that our desig ad ioatio talet is’t liited to our produt teas.