为什么核心品牌自行车7网与lululemon吗

一年前,该公司买了一个小的少数股权溢价自行车服装制造商7网。现在这个配对来商店在北美。

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Lululemon高端瑜伽裤子而闻名。所以它7 mesh-designed循环线伙伴关系提出了一个主要的变速。

虽然自行车爱好者是一个远离核心装备,两个品牌主张自行车服装的合作只会促进创新空间。

像斯图尔特·Haselden lululemon首席运营官指出,“lululemon和7网是志趣相投的公司共享一个对解决问题的热情为运动员。”

我们采访了两个品牌找出未来对于这个独特的业务伙伴关系,随着齿轮的第一行开始上架。

lululemon 7网:公司共同之处

品牌都是加拿大和位于25英里,lululemon在温哥华,7网斯夸米什人。都使用专门的面料,通过创造性使用纺织品创新产品。

最重要的是,每个团队可以利用对方的产品创新和技术方面的专业知识,甚至营销和零售。

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7网交易:lululemon

Haselden告诉我们他喜欢7网的品牌愿景及其团队。很容易看出为什么:五斯夸米什人品牌的领导团队来自另一个加拿大的户外品牌弧'teryx。

7网首席执行官泰勒乔丹之前在电弧'teryx度过了18年。在他的任期内,该品牌的战术和户外服装业务从100万美元增加到1.8亿美元。

和公司的研发副总裁伊恩·马丁弧'teryx。儿童纺织品的艺术家和一位工程师,马丁建立了他的第一次攀登利用15,然后发起了一场户外配件缝纫业务,同时还在高中。

快进到弧'teryx。马丁住了12年,他赢得了许多创新奖项消费品团队,离开前7网。

lululemon交易:7网

7网,一个小品牌只有8名员工,也有很多收获。125年自行车服装制造商目前销售网络和零售商店。Lululemon网26亿美元每年,所以它会立即发动7网变成巨大的新的零售市场。

接触是一个明显的胜利——种子资金投资于其他员工也有帮助。

据约旦,那么访问lululemon的“才华横溢、经验丰富的人。”

“每个业务带来自己的产品专业知识和技术能力,这给了我们一个巨大的知识池不同的设计,材料和施工方法,”他说。

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是7网卖出去吗?

从外面,接受处理运动服巨头lululemon可能看起来像一个抢钱。但这不是乔丹帧。

“如果“出卖”意味着放弃我们的舒适的工作和我们的生活储蓄涌入一个疯狂的梦,然后我们有罪的指控,”他说。

“简单的事实是,融资库存季节性服装生意很艰难。出于这个原因,我们一直计划将少数投资者在我们的第三年,否则,我们不能负担得起(或保持)我们的业务增长。”

“我们仍然独立,”他补充道。“我们仍然有完全控制我们的业务。”

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现在,第一个面向消费者的集合是所有7网。在lululemon网店现在,它是一个必需品包的骑自行车的人。男人的防风夹克是高达225美元。但这价格点应该不足为奇现有lululemon客户。

7网轻视自行车莱卡不惜一切代价

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但不要指望任何浮华的模式或——咳——莱卡在今年夏天7网收集在lululemon商店。乔丹告诉我们,弹性,one-size-fits-many莱卡的好处也是要付出代价的。

“莱卡吸收和大量的水,这使得那些衣服重得多,更舒适,更冷,”他说。

所以7网设计避免流行的循环材料。需要不同的模式,比如削减球衣偏见,或对角线方向的面料,和工程自行车短裤和球衣更好的健康的身体。

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更多的当前集合:

Mk2型龙头短:技术高层,长度短裤透气麂和覆盖或取消。男200,女150美元。

电阻夹克:一种超轻型windshell外套是防水的。男225,女200美元。

量子球衣:完整邮政编号,短袖,一种颜色的衬衫五存储系统。男人和女人的140美元。

袜子:厂家6英寸的小腿袜与气流分区袖口和7网标志。四个男女皆宜的颜色匹配整个线。男人和女人的20美元。

许多合作的第一个

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今天的7 mesh-lululemon协作中心主要围绕cycling-specific产品,但研发可以扩展到更广泛。乔丹说7网的技术“可能可以应用于广泛的类别。”

秋天/冬天的产品,例如,是7网团队有很强的经验在电弧'teryx从其成员的时间。技术外套lululemon的持有。还有待未来合资公司会发生什么。

至于放弃他的公司的货物瑜伽穿的庞然大物,乔丹并不是太担心,发送的消息。

“我们最初的任务是,在我们的周围,伟大的人民,做伟大的事情,并且尽可能多的乐趣。我们保持正确的。”