When we first acquired NOMAD, the outdoor brand had seen declining sales for almost a decade. We saw an opportunity to revive and strengthen this iconic brand, which was originally founded in 1978. Starting point was a formerly strong international brand with a diffuse and eroding distribution network. So our initial focus was on redefining the collection, brand, and distribution strategy.
Some of the steps our team took were:
- Introduce ‘I AM NOMAD’ campaign focussing on tying in a younger generation. Strong imagery, strong characters, inspiring quotes and adventures. Online/Social activations and community building.
- Selective distribution channels with specific ranges from the collection (Outdoor, Generic Sport stores, Direct E-commerce, and Specialty Stores)
- Reaffirm and protect brand registrations and IP globally for international expansion in 2025
- Reset and rebuild the organisation (logistics outsourced, sales & RD in control, new e-commerce and financial specialists)
- Collections expanded (winter, rain, cycling)
- E-commerce accelerated (100% annual growth)
- Grow distribution both nationally and internationally
Nomad has experienced strong, double digit and profitable growth over de past years and we expect this success to continue.
