Columbia Sportswear 2011 Annual Report Download - page 11

EMEA
Sales in our EMEA region accounted for 16.3% of our net sales for 2011. We sell our products in the
EMEA region to approximately 6,600 wholesale customers and to approximately 10 independent distributors that
sell to approximately 700 wholesale customers in locations throughout the EMEA region, including Russia,
portions of Europe, the Middle East and Africa. In addition, as of December 31, 2011, we operated 7 outlet retail
stores and 3 branded retail stores in various locations in Western Europe. We also sell Columbia and Sorel
products through e-commerce websites in Austria, Belgium, France, Germany, Italy, Netherlands, Spain and the
United Kingdom.
We distribute the majority of our products sold to EMEA wholesale customers and our own retail stores
from a distribution center that 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.
Canada
Sales in Canada accounted for 7.6% of our net sales for 2011. We sell our products in Canada to
approximately 1,200 wholesale customers. In addition, as of December 31, 2011, we operated two outlet retail
stores in Canada. We also sell Columbia and Sorel products through e-commerce websites in Canada.
We distribute the majority of our products sold in Canada through two distribution centers in Strathroy,
Ontario. We lease one of these facilities and own the other. In December 2011, we acquired a facility in London,
Ontario where we plan to consolidate our Canadian distribution functions. In some instances, we arrange to have
products shipped directly from the independent factories that manufacture our products to customer-designated
facilities in Canada.
Marketing
We believe our brand names and trademarks provide a competitive advantage and help to differentiate our
products in the marketplace. Marketing programs are an integral part 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. During 2011, the cost of our marketing programs represented approximately 5.0% of
net sales.
Our integrated marketing efforts are designed to deliver consistent messages about the performance benefits,
innovative technologies and styling of our products. We rely most heavily on advertising distributed through the
Internet, including e-commerce and social media sites; television and print publications; consumer-focused and
customer-focused events; branded retail stores in selected high-profile locations; enhanced branded displays and
merchandising techniques executed in stores in partnership with various wholesale customers; and consumer and
trade public relations efforts.
We work closely with our key wholesale customers to reinforce our brand message through cooperative
online, television, radio and print advertising campaigns, as well as in stores using visual merchandising display
tools dedicated exclusively to selling our merchandise on a year-round basis. We drive alignment through
established seasonal initiatives and provide our wholesale customers, regional offices, and international
distributors with creative direction and materials to convey consistent messages.
We employ a staff of in-store marketing and merchandising coordinators, who visit our customers’ retail
locations in major cities around the world to ensure that our products are favorably presented. We also reinforce
our marketing and product innovation messages through selected sponsorships of key outdoor influencers,
organizations, events and teams who serve as inspirational models of excellence to consumers.
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