'The brand presentation and product design has not kept pace with its technical superiority' says brand, until now...

Sealskinz relaunches brand and revamps product range

Ahead of the official unveiling at ISPO Munich this weekend, BikeBiz can reveal that Sealskinz is relaunching the brand following recent expansion across Europe and the USA.

Accelerated international growth in 2013 has created a strong platform for this development, the firm said.

Sealskinz’s new brand strategy is a new direction for the firm, incorporating the new identity and technology branding providing an all-encompassing clear and consistent message. Extensive consumer research has been undertaken to understand the key markets and re-define how consumers will interact with and interpret the Sealskinz brand.

The firm said: "Endurance accessories define who Sealskinz are. Products which perform in the most hostile environments at the point of optimal need, which enable you to go further, go longer, leave first and return last and allow you to defy the outdoors and embody Sealskinz Outdoor Defiance. This is most visible in the latest media campaign realised by London based agency Fresh Britain, featured in key UK outdoor and cycling titles.

"The tagline ‘Those That Know Know’ refers to Sealskinz loyal consumers who know and use the product and are aware of its credentials, whilst opening up communication with Sealskinz new consumers. Teamed with the refreshed brand imagery this provides an emotional engagement with consumers.

"Sealskinz products are well recognised for their waterproof performance by outdoor enthusiasts, professionals and a broad range of service personnel alike, who depend on them to work flawlessly, enabling them to get outdoors and stay out whatever the weather."

Alongside the brand re-development the product has been refreshed and refined to evolve with the needs of the core user. Sealskinz’s design philosophy is Aqua Dynamic Design, based around managing moisture to deliver ‘dry’ technology and next to skin comfort.

The 3 layers of ADD – stretchdry, waterproof and windproof – provide unique performance benefits, with stretchdry being utiltised in Sealskinz British made products.

Sealskinz global marketing director David Jesson said: "Our consumers worldwide have been committed users and admirers of Sealskinz products but the brand presentation and product design has not kept pace with the technical superiority. It has been our goal to ensure the brand communicates this superior product performance and aesthetic appeal, as well as repositions Sealskinz as an Endurance Accessory brand that will engage with consumers at every level. To support the re-launch we have a press campaign running for a limited period this winter in key cycle and outdoor press and we will return to press in the Autumn to support the redesigned product and packing going into store."

Sealskinz CEO Justin Adams added: "This is a key step in the implementation of our accelerated growth strategy which we initiated in Autumn 2012. In a very busy twelve months we have bought the rights back to the brand in the USA, launched our own subsidiaries there and in Germany, opened up many new international markets, rebuilt our brand and product range and significantly up-skilled our organisation and resources to ensure we have the right team in place to deliver our five year ambition. I am extremely excited by the future, given we now have the platform in place for the business to reach its potential as the leading international outdoor endurance accessory brand helping our customers defy whatever the outdoors throws at them."

Find out more at www.sealskinz.com

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