Price rises and name change as Dyneema stamps ownership on cuben fibre
27/01/2016
Outdoor group Hyperlight Mountain Gear, which produces backpacks and tents using the fabric (see WSA Sept-Oct 14), is seeking to clarify the position with its customers.
“To date, the cuben fibre name has had no direct correlation to the technologically advanced Dyneema fibers that it is made from. So it only makes sense to better align the brand following the acquisition by better aligning its naming scheme,” said Mike Tumbledown of HMG.
DSM has raised the price of the material, which HMG will pass on to consumers this year. “In fairness to DSM, this is the first price increase we’ve experienced since inception; an indication that it is attempting to drop their prices relative to larger economic and inflationary metrics,” added Mr Tumbledown.
“There is no doubt we would love to see pricing for Dyneema-based raw materials decrease in the long run. We are highly confident it would accelerate the ubiquity of consumer adoption for a technological advancement that is so beneficial, we think everyone should be embracing it.”
He added that the company is “excited” about the benefits of the acquisition - improved lead times, the development of new materials, marketing support and improved consumer awareness - but it will take the company some time to adopt the name change due to market awareness of cuben.
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