Sunbeam 2007 Annual Report Download - page 19

Baseball, softball, football, basketball and lacrosse products are sold under brand names such as deBeer®, Gait by
deBeer®, Miken®, Rawlings®and Worth®. Alpine and nordic skiing, snowboarding, snowshoeing and in-line
skating products are sold under brand names such as Atlas™,K2
®, Line®, Little Bear®, Madshus®, Marker®,
Morrow®, Ride®, Tubbs®, Völkl®and 5150 Snowboards®. Water sports and personal flotation devices are sold
under brand names such as Stearns®, Sevylor®, Sospenders®and Hodgman®. The Company also sells high
performance technical outdoor apparel and equipment under brand names such as Adio®, Ex Officio®, Marmot®
and Planet Earth®.
A summary of the well-known brand names we sell through the Outdoor Solutions segment follows:
Principal Owned Brands Principal Products
Coleman®and Campingaz®Camping equipment, air beds, coolers, gas and
charcoal grills, tailgating equipment and outdoor
furniture and accessories
Abu Garcia®, All Star®, Berkley®, Fenwick®, Gulp!®,
JRC™, Mitchell®, Penn®, Pflueger®, Sevenstrand®,
Shakespeare®, Spiderwire®, Stren®, Trilene®, Ugly
Stik®and Xtools®
Fishing equipment
deBeer®, Gait by deBeer®, Miken®, Rawlings®and
Worth®
Baseball, softball, football, basketball and lacrosse
equipment
Atlas™,K2
®, Line®, Little Bear®, Madshus®, Marker®,
Morrow®, Ride®, Tubbs®, Völkl®and 5150
Snowboards®
Skiing, snowboarding, snowshoeing and in-line
skating equipment
Stearns®, Sevylor®, Sospenders®, Hodgman®, and Mad
Dog Gear®
Personal flotation devices, water sports equipment,
and all-terrain vehicle gear
Adio®, Ex Officio®, Marmot®and Planet Earth®. Technical and outdoor apparel and equipment
Customers
We distribute our products globally through mass merchandisers, specialty retail, including sporting goods
and outdoor recreation stores, club stores, wholesalers, our owned network of Coleman Factory Outlet Stores and
through the Internet. We maintain strong relationships with a number of our key customers in various distribution
channels. Our larger customers include Canadian Tire, Dick’s Sporting Goods, Kmart, REI, Target, The Sports
Authority and Wal-Mart.
Sales and Marketing
The sales force is deployed by geographic region: United States, Canada, Europe, Latin America and the
Pacific Rim. We are positioning Coleman as “The Outdoor Company™,” an outdoor lifestyle brand, by creating
products to service the outdoor enthusiasts’ broad spectrum of needs. We are involved in ongoing new packaging
design effort to create a unique look for products and are utilizing new and enhanced in-store merchandising that
communicates the Coleman difference to the consumer. In addition, we continue to invest in brand research and
market research. We also regularly utilize various promotions and public relations campaigns.
In addition to brand development, we have an extensive licensing strategy to enhance brand exposure and
brand equity through appropriate product extensions, while generating incremental revenue and recognition. We
believe we have an objective and targeted image of high quality and excellent value. Coleman has over 19 years
of experience as a licensor and approximately 18 licensees of the Coleman®brand.
Distribution and Fulfillment
We have warehouse and distribution facilities in the United States, Canada, Europe and the Pacific Rim. We
also use third party warehouses and logistical services. We distribute our products to customers around the world
utilizing both direct shipping from our sourced Asian manufacturers and distributing from our internal and third
party warehouse facilities.
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