Outdoor Retailer - May 2021 - 8

THE PULSE

Expedition
Reclamation

" This is the renaissance of retail, " says Josh
Reddin, CEO of Emerald's newest division,
Elastic, about its B2B e-commerce platforms.
" The irony is we're using technology to defeat
technology. We want consumers to be so inspired that they're gonna buy that product right
then and there in the store, and they're going to
buy it at full MSRP. "
In an effort to standardize that experience
for all brands and make life easier for retailers,
Emerald is introducing Digital Market (DM), a
streamlined and simplified version of its premium
Elastic Suite B2B platform. Elastic Suite is currently used by most top brands, and now DM
offers the exact same interface and many of the
same features, so newer and smaller brands can
go shoulder-to-shoulder with industry leaders.
" It's exciting to be bringing this incredible tool to
market at a very easy cost, " says Reddin.
" Digital Market will democratize the discovery
process. It can help young brands be discovered, but it's also for established brands, " says
Krista Moore, Outdoor Retailer's sales director.
" For brands, it will be one more way to be found;
for buyers, it gives them the ability to comparison

8 OUTDOOR RETAILER

/ May 2021

shop and create a hit list for the Show. Ultimately,
it will help the consumer-they will be seeing an
incredible product mix at retail. "
Sarah Schuster, OR's attendee relations manager agrees, saying, " It's like a digital lookbook to
inspire buyers and a great time-saver for retailers. "
In addition to these obvious benefits, DM allows brands to drastically reduce their print production, which aligns with the industry's sustainability goals. " Brands are seasonally whacking
down 90 trees, creating 4,000 pounds of waste,
and using 80,000 gallons of water to print their
catalogs [based on a 150-page catalog with a
print run of 5,000 copies], " says Reddin. " That is
a huge part of our advocacy. "
Digital Market is designed for easy adoption by
brands of all sizes. It uses the same core technology as Elastic Suite, resulting in a streamlined
merchandising and purchasing process for retailers across brands through a single platform (i.e.
one login), increasing efficiency and profitability. Plus, brands can create custom catalog-like
layouts for specific audiences, amplifying the
in-person trade show experience. " By providing the ability to research and preview in advance, we are encouraging actual commerce
to happen at the trade show, " says Reddin.
Outdoor Retailer is conducting Digital
Market demonstrations, and you can sign up
for one here. -Bevin Wallace

The definition of " outdoorsy " is expanding,
growing, progressing, and improving all for
the better of the outdoor community, thanks
to groups like The Brave Space Project. This
summer, the multiracial, women-led storytelling and community-building team is releasing a short documentary film called Expedition
Reclamation. The film features 12 Washingtonbased Black, Indigenous, and women of color
and their stories of reconnecting to and healing
in the outdoors. By documenting their journeys,
the cast and crew hopes to promote stewardship of nature and culture while also reclaiming and restoring belonging in the outdoors for
these historically underrepresented women.
" We're in the midst of another reckoning on
racial justice. And as lovers of the outdoors,
we can't pretend that 'nature doesn't discriminate,' " the cast and crew wrote. " This
land bears scars that whisper our history of
colonization, forced removal, extraction, and
manipulation. If we're going to adventure on
these lands, we want to be part of healing
these scars. "
The Brave Space Project is currently in its
fundraising stage with a goal of $40,000 to
cover the costs of development and production. Learn more and send support at bravespaceproject.org. -Amelia Arvesen

From left: courtesy Outdoor Retailer, courtesy The Brave Space Project

YEAR-ROUND DISCOVERY
Emerald's new Digital Market allows all
brands the benefits of its powerful sales
and merchandising platform.

BRAVE NEW SPACE
The film Expedition Reclamation champions the work of historically underrepresented women who are finding
healing and building stewardship in the
outdoors.


https://www.bravespaceproject.org/ https://www.bravespaceproject.org/ https://outdoorretailer.com/digitalmarket https://www.bravespaceproject.org/

Outdoor Retailer - May 2021

Table of Contents for the Digital Edition of Outdoor Retailer - May 2021

Outdoor Retailer - May 2021 - Cover1
Outdoor Retailer - May 2021 - Cover2
Outdoor Retailer - May 2021 - 3
Outdoor Retailer - May 2021 - 4
Outdoor Retailer - May 2021 - 5
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Outdoor Retailer - May 2021 - Cover3
Outdoor Retailer - May 2021 - Cover4
https://www.nxtbook.com/emerald/outdoorretailer/outdoor-retailer-june-2021
https://www.nxtbook.com/emerald/outdoorretailer/may_2021
https://www.nxtbook.com/emerald/outdoorretailer/april_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/march_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/february_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/january_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/december_2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_07302020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_07212020
https://www.nxtbook.com/nxtbooks/outdoorretailer/2020summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_07072020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06302020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06232020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06162020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06092020
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https://www.nxtbook.com/nxtbooks/nxtbook_bhtest/weeeekly_05052020__JJ
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05122020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05052020
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day3
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day2
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day1
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/2020winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day3_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day2_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day1_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/2019summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day3
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day2
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day1
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/2019winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/2018summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2018winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/201707
https://www.nxtbook.com/nxtbooks/outdoorretailer/2017summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2017winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/2016summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2016winter
https://www.nxtbookmedia.com