Profile of Eddie Bauer: a Long-Established Outdoor Outfitter
USA-based Eddie Bauer is a privately-held company specialising in the supply of a broad range of outdoor apparel and casual wear. Since its establishment in 1920 as a speciality sporting goods store, the company has evolved into one of the best known clothing retailers in North America.
The company’s product portfolio comprises a comprehensive range of garments which are made from high quality materials and supplied in a variety of cuts, styles, colours and sizes to satisfy the needs of a distinct customer base.
Attempts were made in the 1990s to broaden this customer base by diversifying into other product categories. However, these proved unsuccessful. As a consequence, Eddie Bauer ran into financial difficulties and eventually succumbed to bankruptcy.
In July 2009 Eddie Bauer was acquired by a USA-based investment company, Golden Gate Capital, for a cash consideration of US$286 mn. Under this ownership, the company has narrowed its product focus in a bid to capitalise on its strong outdoor heritage and revitalise its business. The success of recent product launches suggests that it is well on the road to recovery
The company’s product portfolio comprises a comprehensive range of garments which are made from high quality materials and supplied in a variety of cuts, styles, colours and sizes to satisfy the needs of a distinct customer base.
Attempts were made in the 1990s to broaden this customer base by diversifying into other product categories. However, these proved unsuccessful. As a consequence, Eddie Bauer ran into financial difficulties and eventually succumbed to bankruptcy.
In July 2009 Eddie Bauer was acquired by a USA-based investment company, Golden Gate Capital, for a cash consideration of US$286 mn. Under this ownership, the company has narrowed its product focus in a bid to capitalise on its strong outdoor heritage and revitalise its business. The success of recent product launches suggests that it is well on the road to recovery
SUMMARY
INTRODUCTION
COMPANY DEVELOPMENT
STRATEGY
PRODUCTS
First Ascent
The Heritage Collection
Men’s outerwear for wind and rain protection
PRODUCT SOURCING
SALES AND MARKETING
Sales
Eddie Bauer stores
Mail order catalogues
Marketing
Eddie Bauer Friends
Eddie Bauer Affiliate Program
COLLABORATIVE VENTURES
Licensing agreements
Partnerships and sponsorships
Joint ventures
OUTLOOK
INTRODUCTION
COMPANY DEVELOPMENT
STRATEGY
PRODUCTS
First Ascent
The Heritage Collection
Men’s outerwear for wind and rain protection
PRODUCT SOURCING
SALES AND MARKETING
Sales
Eddie Bauer stores
Mail order catalogues
Marketing
Eddie Bauer Friends
Eddie Bauer Affiliate Program
COLLABORATIVE VENTURES
Licensing agreements
Partnerships and sponsorships
Joint ventures
OUTLOOK
LIST OF TABLES
Table 1: Eddie Bauer: apparel products
Table 2: Eddie Bauer: partnerships and sponsorships
Table 1: Eddie Bauer: apparel products
Table 2: Eddie Bauer: partnerships and sponsorships
