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HomeNEWSKathmandu launches new brand strategy for next generation of customers

Kathmandu launches new brand strategy for next generation of customers

Outdoor lifestyle brand Kathmandu has announced a renewed brand purpose, to improve the wellbeing of the world through the outdoors.

As a B Corp, the brand has always put people and the planet first, living its purpose through initiatives that inspire customers and staff to get out into nature. Kathmandu will bring this to life even further with the launch of its new initiatives ranging from meteor shower camp outs and urban zip lines to charity partnerships and a major integrated brand relaunch campaign.

CEO Reuben Casey says the brand strategy will target a new generation of customers with a unique purpose that celebrates being out there in nature in a fun, spontaneous and inclusive way.

“From the first EcoFleece we designed 30 years ago, we’ve always been an ethical, sustainable brand that cares about getting people out there in nature,” says Casey.

“For our customers today, it’s less about climbing a mountain and more about getting out there to de-stress, reenergise, to feel more alive and connected to nature.” 

Kathmandu’s new brand strategy commenced pre Covid-19 alongside a broader business transformation under Casey, which saw the appointment of Robert Fry to GM of Product and Eva Barrett as its first Chief Customer Officer. 

“It’s not about what you do in the outdoors but how the outdoors makes you feel. ‘We’re out there’ reflects the spirit and attitude of Kathmandu,” says Barret.

“Science has shown that it changes our brains for the better. When we spend time out there our stress goes down, our empathy goes up and we become more creative and happier.”

Christchurch camp out

The new brand direction is all about embracing the freedom of the outdoors, which coincides with the Winter launch of Kathmandu’s most known product, the puffer jacket, in bright new colourways. 

Similar to nature, being exposed to colour also affects a person’s brain chemistry and sense of wellbeing, which is why Kathmandu is expanding its colour offering across its most loved pieces.

“Colour has the ability to lift our spirits, alter our mood, and energise us in ways that nothing else can,” says Fry.

“Our product range is evolving to be more colourful and vibrant, to suit our customers who are experiencing a renewed sense of freedom and joy post lockdown.”

Kathmandu’s new ethos can be seen internally as well, with initiatives like Flexi-hours and Fri-YAYS, so support office staff have the flexibility to start work later when the surf is pumping or knock-off early on a Friday to get a head start on a weekend roadie.


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