The Weekly - May 19, 2020 - 6

Pulse
S U M M E R

THE

/

# W E A R E C O M M U N I T Y

Allforth
(left) will
focus on
apparel and
Lithic (far
right) on
equipment.

Walmart and Moosejaw
Seek New Consumers
With sights set on beginner outdoorists, two
new, affordable brands could bring more people
into local outdoor stores. By Amelia Arvesen
TWO NEW BRANDS OF BACK-

packing packs, lightweight tents,
waterproof jackets, and all-inone stoves are coming soon to a
Walmart-and a trail-near you. The
big-box retailer acquired Moosejaw
in 2017, and, for the past two years,
the two have been building their own

brands geared toward the newestof-new outdoors-curious crowd:
Allforth for hiking and backpacking
apparel, and Lithic for equipment
such as stoves and down sleeping
bags. They both hit the website and
shelves in 50 stores this week.
The launch comes at an oppor-

6 THE WEEKLY / OUTDOOR RETAILER SUMMER 2020

tune time. Because of COVID-19
quarantine restrictions around
the country, people are discovering the joy of exploring wild places
in their neighborhoods and being
in nature-some for the first time.
A Moosejaw survey with 30,000
responses showed many people
are trying hiking for the first time
and say they will continue after the
pandemic. "They may not shop at
Moosejaw-or have never stepped
inside their local gear store-but
they do shop at Walmart," says
Moosejaw CEO Eoin Comerford.
Now, Walmart shoppers can find
outdoor apparel and gear priced
from $13 to $148-well below the
prices for most outdoor gear. Allforth
women's apparel goes up to size 20,
and tags on all items feature easy-tounderstand product descriptions.
"The outdoor industry has been
talking about diversity and inclusivity for a long time," Comerford says.
"These brands are built by enthusiasts for enthusiasts, and the thought
process around how we're pricing
and building them boils down to accessibility and inclusivity."
Two summers ago, Walmart and
Moosejaw unveiled the Premium
Outdoor Store to expose Walmart's
160 million weekly customers to
brands such as Black Diamond, Leki,
and Deuter. But, almost immediately, the industry took issue. Brands
pulled out, one after another. The
main critique was that it would undercut specialty retailers, steal their
customers, and cheapen high-quality
brands. "People aren't buying highend anything at Walmart, period,"

says Rich Hill, president of Grassroots Outdoor Alliance, a collective
of specialty stores and brands.
"We took down the Premium
Outdoor Store in January of this
year because its standalone nature
was not consistent with our push
for inclusivity and exposing new
users to enthusiast brands and
activities," Comerford says. He also
notes Walmart and Moosejaw don't
want to take customers away from
retailers, but instead hope to push
shoppers to specialty as they continue their pursuit of the outdoors.
In fact, Walmart is appropriately
positioned to cater to first-timers,
as well as those who are underrepresented and less affluent. The
outdoor industry has been keen to
attract that market.
"This is about growing the pie,
not taking a sliver off the existing
pie," Comerford says.
This time, Hill is supportive. "To me, it looks like a huge
improvement over anything that's
ever been done for an entry-level,
one-time backpacker," he says.
"My hope is it's a great experience
for people."

CO U R T E SY WA L M A R T/ M O O S EJAW (3 )

H E A D L I N E S

2 0 2 0


https://www.walmart.com/cp/allforth/3391473 https://www.walmart.com/cp/lithic/9549605 https://www.moosejaw.com/

The Weekly - May 19, 2020

Table of Contents for the Digital Edition of The Weekly - May 19, 2020

Contents
The Weekly - May 19, 2020 - Cover1
The Weekly - May 19, 2020 - Cover2
The Weekly - May 19, 2020 - Contents
The Weekly - May 19, 2020 - 4
The Weekly - May 19, 2020 - 5
The Weekly - May 19, 2020 - 6
The Weekly - May 19, 2020 - 7
The Weekly - May 19, 2020 - 8
The Weekly - May 19, 2020 - 9
The Weekly - May 19, 2020 - 10
The Weekly - May 19, 2020 - 11
The Weekly - May 19, 2020 - 12
The Weekly - May 19, 2020 - 13
The Weekly - May 19, 2020 - 14
The Weekly - May 19, 2020 - 15
The Weekly - May 19, 2020 - 16
The Weekly - May 19, 2020 - 17
The Weekly - May 19, 2020 - 18
The Weekly - May 19, 2020 - 19
The Weekly - May 19, 2020 - 20
The Weekly - May 19, 2020 - 21
The Weekly - May 19, 2020 - 22
The Weekly - May 19, 2020 - 23
https://www.nxtbook.com/emerald/outdoorretailer/2023Winter
https://www.nxtbook.com/emerald/outdoorretailer/2023summer
https://www.nxtbook.com/emerald/outdoorretailer/thedailyguidess23
https://www.nxtbook.com/emerald/outdoorretailer/dailySM2022_Day3
https://www.nxtbook.com/emerald/outdoorretailer/dailysm2022_Day2
https://www.nxtbook.com/emerald/outdoorretailer/dailySM2022_Day1
https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day3
https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day2
https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day1
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day3
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day2
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day1
https://www.nxtbook.com/emerald/outdoorretailer/outdoor-retailer-august-2021
https://www.nxtbook.com/emerald/outdoorretailer/outdoor-retailer-july-2021
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
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https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05272020
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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
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