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Their trail running shoes are hardy, well-constructed and double up nicely as walkers; the hiking boots look the absolute business. They've paid great attention to launching with the right products for the right customers, and it should stand them in good stead as they embark on their first full year as a footwear company.
Richard Dean took the time to explain to SGB the company's background and why they're primed for success, and SGB walked away completely convinced...
SGB: What's your background, and the background of the company? And what's with the name?
Richard Dean: My family has been in the footwear industry now for 30 years, myself 10 years. 15 of those years have been spent sourcing products for many other companies around the world but some 4 years ago it was decided that distribution would be the natural progression and creating our own brand the first step towards doing this.
Why outdoor footwear? Simple really, we have always enjoyed working with our friends and contacts in the outdoor industry and whether in a group or as individuals enjoyed participating in an array of outdoor activities. It's a very relaxed industry bubbling with enthusiasm, characters and one we believed would have a future as we are now seeing with more and more people taking to the outdoors.
Interestingly the name came last, our first priority was to work on the product design, concepts and making contact with potential material and manufacturing partners. We believe this process worked well, it enabled us to hold and feel our products before making a final decision on the name.
'CÀRN' or ‘cairn', are a formation of stones erected by mostly walkers on hills, mountains... they're an old form of navigation, or to mark a route or summit. Our 'CÀRN' is the Gaelic spelling. It was unique, suited our products and connected well with the outdoor scene.
We are positioning ourselves as a premium brand - alongside Scarpa, Brasher, Inov-8, Meindl, and Lowa, that is where we are aiming for. Our focus from the outset was a return to basics and to not produce over-complicated upper designs or confuse the consumer. Actually, we like to think that making footwear is very simple. First of all, it has to fit so we developed our own unique shoe last. Then there's function and the development of our own sole units. From this we then worked on the other key components such as our heel cradle, lacing support, toe protection to finally finish with the all important upper materials and linings. Although our products contain many different technologies these have been built in to maintain our vision for clean, simple yet "fit for purpose" products.
SGB: So you're not sticking with the older model, of twice-yearly orders?
RD: We want to make it as easy as possible for our retailers going forward by ranging only once. This also helps our manufacturing partners as the costs to continually develop new styles and ranges is mind boggling. Add in the time and in today's climate it just doesn't add up when styles work and six months later we walk back in with a completely new range......more styles, colours and ask for more space.
We operate a next day service on our goods which is important to the independent retailers - most cannot physically store cartons of products as every conceivable square inch is already taken up, including the ceilings. These guys simply haven't got the space. Even before the current climate, we made a decision to focus on thinking about supporting the retailers and their business needs. There hasn't been enough of that. I always remember a story of a very well-known brand dropping the smaller independents because that could not order x amount per month. That must have been very disheartening for the independent retailer who just wants to provide a broad and complete service to their customers.
SGB: How are you marketing this into the retailers, and selling it?
RD: We currently have three sales agents. We wanted that face-to-face contact. Of course through the usual channels, advertising, website, press releases, but mainly it is one-to-one with the retailers. Our sales agents go in, they have long standing relationships and they talk. That is really how the business was started in the first place - it came from a conversation. We have tried to stick to that format in everything we do.
SGB: Why launch now, in difficult economic times?
RD: We held off a lot. Up until August/September 2008 we were still making a decision as to whether to proceed, because of the current economic climate. We left it to the very last minute to decide whether to place the order with the factory, and go for it.
There are positives in the outdoor industry... okay, it has been affected for sure, but more and more people are getting out walking. It is a fantastic alternative to the gym. A great social activity and one that all the family can participate in. We expect more people to holiday in the UK because of the cost to travel abroad. All these little things add up to hopefully a strong season for the outdoor industry.
As a start-up brand, of course, cash flow, all the usual things, it's a difficult time for all. But it is a long-term project and very much a family business. It's something we are very dedicated to and incredible passionate about, we hold up hands when issues need resolving and accept the plaudits where there due. If we can help the retailers now, then we hope that 90 percent of those will stick with us when maybe we need their help one day.
It is a much more intimate industry, and that's why it is surviving - because of the people in it and the consumer. I am just amazed over the last six or nine months, the amount of coverage on TV. It has generated so much interest - 'oh, the outdoors is there...let's go out and explore it ourselves'. It is so easy to do as it starts at our doorsteps.
SGB: In stock terms, what are the cornerstones of the range?
RD: Storm Chaser eV Mid, that boot will be our style winner, without a doubt. People absolutely love that boot. I think the first lady we spoke to this morning [at the OS Outdoor Show, Birmingham NEC] had a look at them, went to the Gear Shop and bought a pair. We just know they are going to be great.
We are also hopeful for Cobra, the Trail Running shoe. Of course the competition in that particular sector is tough but reaction has been very encouraging. It's a small but growing market, and as we move into summer people are looking at that as a walking shoe because our outsole is a little bit more aggressive, multi-purpose which was our aim, to work on concrete, gravel, grass, bark....to cover many uses and needs. On top of that they are very comfortable shoes due to the slip-fit upper.
The Storm Chaser eV Low is a nice product, solid for general walking - the boot would be more trekking based due to the added ankle protection.
They would be our three core styles. Saying that, Stratosphere eV Low is an all-synthetic shoe. A lot of consumers are not keen on leather, so we took this into consideration and designed Stratosphere. The midnight colour for the ladies has gone down very well.
There's also our Viper eV which is a trail running waterproof shoe. Again, more people are using that for walking because it is a nice firm, solid, robust, very durable shoe with heel and toe protection, and it's waterproof.
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