One Outlast

A Cohesive Approach Provides Momentum in the Marketplace

The company slogan, “Not too hot, not too cold, just right” translates easily whether that’s crossing borders from Europe to Asia or crossing demographics from elite athletes to everyday end users. This universal appeal is proving a path to success in marketing Outlast product worldwide to a diverse audience.

This has not always been the case. Simplifying a sophisticated technology and finding geographic synergy befuddled Outlast executives for years.

The product was always well received but
communicating the benefits to consumers globally and creating a robust supply chain has been an evolution.

Now, however, Outlast is finding traction and looks to grow in a variety of market segments. “We held our own in this challenging economy and now are strongly positioned,” says Outlast president and CEO Greg Roda. “We now have the right people and the right structure in place.”
Outlast, a privately held company based in Boulder, CO, specializes in temperature regulation technology. The company has made significant inroads in bedding, apparel, and footwear. Originally developed for NASA, Outlast fibers, fabrics and coatings contain patented microencapsulated phase-change materials called Thermocules, which absorb, store and release heat.

“We can now coat anything and hit nearly all textile markets,” says Roda. “But we are doing so in a focused manner.”

Coordinating globally is a key strategy and over the past two years Outlast has done a better job of global delivery.

The company “coordinates diligently,” says Roda, citing three, base geographic regions — the United States, Europe and Asia. Each market can produce from anywhere.

“Brands go everywhere – big box stores out of Asia, quick turns from Central America, smaller orders through Europe – and we want to provide what they need where they need to be. “We have been working very hard on worldwide distribution,” Roda says.

New staffing will advance this strategy. North America and Asia each have two new hires moving into 2010. In North America, Karen Fischer rejoins the company in the role of North America sales manager and Greg Russell has been promoted to business development associate. In Asia, Sachiko Sasayama takes over as the new Asian sales operations manager and Shizuko Okado comes on board in Asian sales operations.

A new lab in Europe, new products both in bedding and accessories and new R&D offerings are all adding momentum to Outlast’s future goals. For example, the company has developed a technology that blends viscose with FR material. The material meets military standards but also will be used in civil service applications, such as firefighter and workwear gear.

“The product combines comfort and performance providing a new solution,” says Mark Hartmann, director of research. It has just been introduced to the European market.

“Outlast is a pro-active technology,” says Hartmann. “By combining it with wicking, for example, or with bamboo, you get a complete system. We’re seeing that customers want the performance of Outlast but now combined with other technical features. The drive is to continue widening temperature ranges while widening the comfort level,” Hartmann explains.

A Clearly Defined Message

In the U.S., Outlast divides business between apparel and bedding, with marketing coordinated globally.

“Our new philosophy is thoughtful divergence,” says Roda. “The branding may not look exactly alike but the guidelines are the same.” The message is clear and uniform throughout.
“A key strategy is to focus on what works,” says Roda.

And that would be the bedding market certainly.
Executive vice president Guy Eckert has overseen the bedding segment for the past nine years. “It is the fastest growing business for Outlast and the most sustainable over time,” he says. The company offers a handful of core bedding products and then a selection of layering pieces, such as sheets and mattresses. Bed, Bath, & Beyond has been a loyal partner since 2003 and continues as an important supporter of the Outlast bedding line.

Going forward the company looks to continue to improve performance and comfort factors as well as focus on consumer awareness. For example, Outlast has just expanded the sheet program adding different colors. Previously the only option was white.

In apparel, the focus is on sporting goods and clothing and the company is working to grow the accessory business. In this regard, Outlast has recently introduced a batting helmet with Rawlings.

Euro-Appeal

Outlast has consistently done well in Europe, particularly in the mid-to-high end tier of merchandise. “The consumers are open to high-tech performance garments and footwear,” says Martin Bentz, managing director, Outlast Europe.

The company has enjoyed success in the men’s fashion business and established alliances with power brands such as Pierre Cardin and Hugo Boss. Key to future sales is getting more into everyday apparel. “We want to do more with lightweight, close to skin products,” says Bentz. “Not just be known for high-end, high-fashion.”

Bedding sales are on the rise in Europe, too. It has become more than 50 percent of the European business and is still growing. “There is room to expand in Eastern Europe,” says Bentz.
There is also a new lab in Europe, which is helpful on many fronts. It is used as a service for testing, quality control and sampling. “We are in close communications on R&D in the States,” says Bentz.

There is more cohesiveness within Outlast, whether it is R&D, sales or marketing.
The company has found that its Not too hot, Not too cold, Just Right tag line works well across the board. “This is the global message that we’ll be using in all markets,” says Roda.

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