The Weekly - May 27, 2020 - 6

Pulse
S U M M E R

H E A D L I N E S

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

Swiftwick
socks

What's Selling Now
Current gear trends reflect a world of social distancing and newfound appreciation for outdoor
activities that can be accomplished solo and
close to home. By Amelia Arvesen
WHEN SWIFTWICK'S CHIEF

marketing officer, Joanna Mariani,
recently tried buying her 5-year-old
daughter a new bike to replace the
one she'd outgrown, the stores were
completely sold out. Over the past
few weeks, sales of bikes and cycling
gear-along with yoga mats, free
weights, running shoes and light
hikers, athleisure and loungewear,
and kayaks and SUPs-have surged
as shoppers rearrange their summer
plans around activities that allow
them to social distance. Swiftwick's
performance socks have been in
demand too. "The outdoors is where
people are turning; it's their outlet,"
Mariani says.

Despite a 7.5% fall in consumer
spending in March-the most recent
figure from the U.S. Bureau of Economic Analysis-market researchers
at the NPD Group reported that
adult's and children's bikes, as well as
sports and home-fitness equipment,
have seen double- and triple-digit
sales increases since the coronavirus
pandemic began. Yoga mats jumped
146%, and adult leisure bikes 121%.
Independent bike shops that remained open as essential businesses
saw a 20% increase in services and
repairs. "The consumer lifestyle shift
as a result of the current circumstances has put the sports business in
a unique position compared to most

6 THE WEEKLY / OUTDOOR RETAILER SUMMER 2020

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B O O T H

other industries," says Matt Powell,
senior industry advisor for NPD
Group's sports practice. "I anticipate
we'll see a renewed emphasis on
health and fitness for the long term."
Tracksmith CEO Matt Taylor sees
more people running and cycling,
and while it'll take time for data to
confirm his observations, running is
one of the few activities still allowed,
and it has a lower barrier to entry.
The premium running apparel brand
has seen an uptick in sales of its
performance items, but also in sales
of its athleisure and loungewear like
its Trackhouse sweats and sweatshirts. "Yes, people are still out there
running, so they want the gear to be
able to do that," he says. "But there's
also a shift to working from home
and wanting more comfortable, cozy
items to wear around the house."
As parks and trails reopen, people
are being mindful of how they recreate. In an informal poll on Twitter
about outdoor enthusiasts' recent
gear purchases, nearly 40 people said
they're planning solo pursuits and
backyard hangouts. Their purchases
include bikes and cycling gear, fire
pits and camping chairs, road and
trail running shoes, and kayaks and
stand-up paddleboards.
And brands' own data backs it
up. Lowa Boots' Peter Sachs says the
company is selling more lightweight,
low-cut hiking boots than heavy-duty mountaineering and backpacking
boots as people walk their neighborhood trails more. California Innovations' COO and CFO Adam Bryk says
his company, which makes soft-sided
coolers for several brands, has seen

steady business as more people find
refuge in their backyards. Swiftwick
reported 100% growth in e-commerce sales, with increases across the
running, cycling, hiking, and fitness
categories. Moosejaw's sales of hiking
boots, bikes, and camping equipment
have jumped, according to CEO Eoin
Comerford. And Hala Gear had a
45% sales increase in April 2020 over
April 2019-the highest ever, even
during spring snowmelt, according to communications coordinator
Victoria Ohegyi.
"We are seeing an increase in
new customers because people are
expanding what their 'new normal'
looks like and are adopting new
hobbies and activities," Ohegyi
says. Fresh paddlers are trying out
SUPs or are kayaking for the first
time, while experienced paddlers
are using the quarantine to scour
sales and upgrade or repair their
well-loved whitewater gear. Portable handwashing stations from
Down River Equipment have also
been quite popular.
Lowa's Sachs wants the outdoor
industry to embrace the slower
pace and not just revert back to
aspirational-only marketing of
outdoor adventure. Mariani sees
the shift in consumers' attention as
an opportunity to expand market
reach to these new customers.
"The hope is that they become
long-term customers, and we
foster that love for the outdoors in
them," Mariani says.
As retailers slowly open their
doors again, let's hope they also
reap the rewards.

CO U R T E SY A B BY S H WA M M

THE

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https://www.tracksmith.com/ https://halagear.com/ https://swiftwick.com/ https://www.lowaboots.com/

The Weekly - May 27, 2020

Table of Contents for the Digital Edition of The Weekly - May 27, 2020

Contents
The Weekly - May 27, 2020 - Cover1
The Weekly - May 27, 2020 - Cover2
The Weekly - May 27, 2020 - Contents
The Weekly - May 27, 2020 - 4
The Weekly - May 27, 2020 - 5
The Weekly - May 27, 2020 - 6
The Weekly - May 27, 2020 - 7
The Weekly - May 27, 2020 - 8
The Weekly - May 27, 2020 - 9
The Weekly - May 27, 2020 - 10
The Weekly - May 27, 2020 - 11
The Weekly - May 27, 2020 - 12
The Weekly - May 27, 2020 - 13
The Weekly - May 27, 2020 - 14
The Weekly - May 27, 2020 - 15
The Weekly - May 27, 2020 - 16
The Weekly - May 27, 2020 - 17
The Weekly - May 27, 2020 - 18
The Weekly - May 27, 2020 - 19
The Weekly - May 27, 2020 - 20
The Weekly - May 27, 2020 - 21
The Weekly - May 27, 2020 - 22
The Weekly - May 27, 2020 - 23
The Weekly - May 27, 2020 - 24
The Weekly - May 27, 2020 - 25
The Weekly - May 27, 2020 - Cover3
The Weekly - May 27, 2020 - Cover4
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
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06162020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06092020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06022020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05272020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05192020
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