Timberland wants to be the world’s largest and most sustainable outdoor lifestyle brand
19/09/2014
VF Corporation, which acquired Timberland in 2011, held an investor meeting at the brand’s headquarters in Stratham, New Hampshire, on September 17.
Afterwards, VF chief executive, Eric Wiseman, said this year will mark the most successful year in Timberland’s history. He said the brand’s success was because it is able to “connect deeply with consumers” while preserving “a unique DNA and culture”.
Brand president, Patrik Frisk, said Timberland is “squarely positioned” to become the largest and most sustainable outdoor lifestyle brand in the world.
It expects substantial growth in the Americas, Europe and in Asia Pacific, driven by “industry-leading innovation” and product diversification. In addition, VF said there would be “a significant amplification” in how Timberland communicates with consumers and connects them to the brand.
Another part of the plan is to expand Timberland’s global retail store presence by adding 130 stores to its current base of approximately 230.
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