Unveiling its spring 2002 product line today The Timberland Company today said it plans to enhance its presence in the US apparel business and build a world leading head-to-toe outdoor lifestyle brand.

"Growing our apparel business worldwide is a key strategic priority for Timberland," said Ken Pucker, chief operating officer. "Timberland's equity as an authentic outdoor brand enables the company to present an apparel offering that is differentiated from the competitive set, and relevant to consumers seeking durable, premium quality apparel with rugged appeal. We believe that the product, merchandising and marketing initiatives we have set in motion will allow us to continue to build share in the US and abroad."

Timberland is supporting its apparel growth with an aggressive, global marketing campaign. It is also increasing its presence at retail, through the rollout of compelling Timberland concept shops that merchandise the integrated product offerings in an outdoor-inspired environment. One hundred shops are being added this year at key retail partners across the country - almost double those installed last year - with plans for continued merchandising expansion going forward in department stores, specialty retailers and in Timberland's own retail stores.

As an integral part of the focus on growing its US apparel business, Timberland recently hired David Cunningham as vice president of apparel sales. Cunningham is responsible for strategic account management and for working closely with retailers growing the Timberland apparel business. Cunningham brings over 11 years of sales experience to his new role, most recently as senior vice president of sales/Tommy Jeans with Tommy Hilfiger, USA.

Building further upon its apparel business, Timberland also plans to launch a children's apparel line in the US for fall 2002 delivery. The collection will leverage the strengths of Timberland's men's apparel and kids' footwear businesses in the US - and its kids' apparel business in Europe - and adapt those strengths for the US kids' apparel market.


To view related research reports, please follow the links below:-

The 2000 World Forecasts of Apparel and Clothing Accessories Export Supplies

Men and Shopping - Unlocking the Potential