Firstar focuses on youth to make its mark
02/10/2009
A sportswear brand from Canada, which makes and sells clothing and accessories with high levels of performance in moisture management, thermal insulation and comfort, has said it is happy to keep its focus on junior and amateur athletes for the time being, rather than attempt to break into the big leagues too soon.
Surrey, British Columbia-based Firstar Sports first emerged in 2007 as a supplier of performance clothing to Lacrosse and ice-hokey teams in the local area. Chief executive, Keith Gracey, recently told local media that he wants to model his company on Lululemon, the Vancouver-based specialist yogawear brand that has now gone global. He said he regards it as essential for Firstar to spend some years "in the kitchen", and only emerge to serve up its products to the global market when they are truly ready.
With proprietary technology such as (MST, or Moisture System Transference) for moisture-wicking, his company has won an excellent reputation locally. It recently became the supplier to Sport BC, an official sports body in the province of British Columbia, and has even begun to win contracts to supply its base-layer garments to local fire departments. Mr Gracey has said Firstar will use that experience to develop products for the military and police markets.
From there, he hopes to make Firstar a big name in performance apparel across the globe and has hinted that he may look to take the company public to raise the necessary funds for expansion.
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