Kathmandu charts international expansion with new campaign

Kathmandu has unveiled its first ever global marketing campaign, Kathmandu World Ready, to raise the profile of the brand overseas as it looks to accelerate international growth.

The campaign is based a customer insight that travel leads to learning, and becoming ‘world ready’ is about preparation and education through expert advice and purpose-built product.

“Kathmandu has evolved and the expression of our brand needs to evolve with it,” Kathmandu general manager of marketing, online and international Paul Stern said.

“We believe that Kathmandu World Ready is a unique proposition and will motivate potential adventurers to explore, travel and learn.”

The campaign will run through Australia, New Zealand, the UK and US, will run through Australia, New Zealand, the UK and US, and will extend to PR activations, sponsorships and community work in 2019.

In September, the outdoor retailer saw a record year for sales and profits, with a 32.9 per cent increase in net profit to $46.39 million, with Australia representing Kathmandu’s largest market.

During the announcement, Kathmandu chief executive Xavier Simonet said that the business was excited to accelerate its international growth.

“In Kathmandu and Oboz, we have two great brands with significant growth potential in North America and Europe,” Simonet said, referring to the US footwear brand acquired earlier in the year.

Kathmandu also appointed Bill Chandler as vice president of sales and marketing for Kathmandu North America, after setting up a headquarters alongside Oboz Footwear.

“Kathmandu is a very exciting new challenge for me, and it is also an incredible opportunity to bring the unique story and products of this very successful New Zealand brand to our market,” Chandler said.

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