Press release -
SILVA launches new assortment strategy, re-focusing on brand heritage and core business
SILVA, the Swedish compass, headlamp and outdoor gear brand, has just launched a new assortment strategy for 2017 – 2020. The assortment will be built on the three main categories Lighting, Navigation and Carry. “With this new strategy, we can focus on our heritage and expertise within compasses and headlamps, and invest in the complementing carry range”, says Richard Jägrud, CEO of the SILVA Group.
The previous assortment consisted of 8 main categories and 19 sub-categories, developed with the ambition to enter new businesses such as walking poles, camping accessories and clothing. The new assortment is built on the three main categories Lighting, Navigation and Carry.
Mattias Jakobsson, Head of Product, explain the reason behind the new, more focused assortment strategy “The previous SILVA assortment had too wide focus and too many different categories with varying success. We wanted to reduce number of product categories and re-focus on categories where we have our history and expertise. The new assortment will be built on three clear product categories that all align around the concept of helping people going places. With our navigation and carry products, you can go anywhere, with our lighting products, you can go at any time of the day.”
A new product category, flashlights, will be added to the current lighting assortment and both the compass and headlamp assortments are going through updates. The first products within the carry assortment were launched in 2014 with great success. Investments in both competence and new technology will be done in the carry range with a lot of product news to be launched for spring/summer 2018.
The new assortment philosophy is as follows: “With our outstanding outdoor accessories, we help people going places. We develop products for people spending active time outdoors, regardless if the activity is high pulse like running or skiing, or commuting to school or work. With our products, you can go anywhere you want, at any time of the day and in any conditions.”
The new assortment strategy will be supported with a new brand platform and new visual identity, effective from January 2018 and onwards.
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SILVA has developed and sold products for sport and outdoor activities since 1933. Our focus areas are running, cross-country skiing, cycling, orienteering and outdoor activities. SILVA’s products are characterised by a high level of functionality and innovative design, and are developed in Sweden with design and construction that are adapted to withstand the tough demands of the Nordic climate. SILVA has been owned by Karnell since 2011. Read more at www.silva.se.
