K2, Volkl, Dalbello, Marker, Marmot, Full Tilt and Line..What Does the Future Hold for Them?

[Philpug]

Exactly! Necessity is the mother of invention. If all ski brands were privately owned today, we'd have a much more healthy industry operating based on what's best for the sport, not wallstreet.



It's impossible for any brand to maintain it's position / stay true to it's strengths because that requires saying "no" more than yes which once publicly owned is impossible. The only conversation at public owned board room meetings and I sat through too many is how do we cut costs, and build more different products to sell to more different people for less than our competition. You eventually stand for nothing trying to sell everything to everyone. As far as why so much product in the market which definitely destroys the market, it's because some factories in europe have labor laws where companies can not reduce employees due to smaller business so instead they over build and dump it on the market. It's also because when public ski companies set budgets and goals and factory orders, it's over a year in advance of delivery, and 6 months prior to getting actual orders from shops. If shops don't order as much as they hoped, too late... they're stuck with it. It's also public companies pushing the brands to push their sales goals/budget which obviously requires building product. LIke Muleski said, if the people working at these companies actually owned them and had skin on the line, they'd make really great decisions that would long term benefit their brand's and ultimately the health of the industry.

And when you try to please everyone, you will please no one. What is thriving..err surviving in the industry now? Privately owned manufacture that actually have a focused direction and not a shotgun homoginized approach to building prodcut.

 

[Philpug]

This is great news for K2:

K2 Sports Ramps Up Marketing Staff, Solidifies Organizational Structure

After a flurry of corporate news that brought into question K2 Sports’ future, the company made a statement about its health and longevity this week by naming multiple new hires within its marketing ranks. Valerie Long was named Marketing Manager – K2 Skis & Skates, Dan Mayers was promoted to Marketing Department Coordinator, and Adam Harkness stepped in as the new Social and Digital Media Strategist.

Valerie brings more than 20 years of marketing communications experience to K2 having previously worked on the agency and client side for multiple non-profits and major consumer brands. She will be responsible for overseeing the overall K2 brand message for ski and skate, trade shows, DTC strategy, campaign creation, influencer management, co-op marketing and creative management and communication. Valerie is an avid outdoor and winter sports enthusiast who gained her appreciation for the colder months while launching her career in the Northeast after college. She earned her bachelor’s degree from Lynchburg College in Lynchburg, Va.

Dan Mayers, who previously worked in dealer services for K2 Sports, will manage all the behind-the-scenes work for the marketing department from direct consumer responses on social media to POP item fulfillment and marketing demo inventory management. Prior to K2 he worked as an instructor at Mammoth Mountain and served as a park ranger for the U.S. Forest Service in the Inyo National Forest around Mammoth Lakes. He holds a bachelor’s degree in geography/GIS from Utah State University and a business and marketing certificate from the University of Washington.

Adam Harkness joined K2 in September as Digital & Social Media Strategist to oversee the brand’s online presence. Adam most recently worked as the Email & Social Media Specialist for Full Circle in Seattle and as the Content Marketing Specialist for the Institute for Corporate Productivity in Seattle. He holds an MBA from the University of Alaska, Anchorage and a bachelor’s degree from Northern Michigan University.

The latest hires round out K2 Sports’ organizational structure formed in 2016 driven by several top influencers in the winter sports industry. Robert Marcovitch returned to the company as President earlier this year after helping elevate Coleman to new levels of success. During his previous tenure at the helm of K2, the company achieved eight consecutive years of steady, profitable growth in an always challenging environment.

“I am pleased to say that K2 has quickly improved to a much healthier situation than it has experienced for the last few years.” Marcovitch said. “The new marketing team will give us the bandwidth to further establish K2’s brands as leaders in each of our disciplines, strengthen long-held relationships with our dealers and most importantly build excitement with our consumers.”

Alex Draper, who has worked with K2 Sports in product management and operational positions for 21 years, was named Global Vice President of Marketing responsible for marketing and product line management. He has been a member of K2 Sports’ executive team for the past seven years with responsibilities across its hardgoods, apparel, and footwear programs.

“For K2, the foundation of great marketing is great product,” Draper said. “In keeping with K2’s pioneering legacy, we have aligned our organization and resources to fuel the next generation of exciting innovations. Our staff of seasoned vets and fresh-eyed newcomers are deeply connected with our customers and highly motivated to build participation in our sports. The energy and enthusiasm in the group is at an all-time high as we build the next wave of K2’s success.”

Hunter Waldron, an 18-year K2 veteran, is the new Global Brand Director for K2 Skis, Snowboards and Skates with responsibility for marketing vision, strategy, and execution. Valerie and Dan report to Hunter under the new marketing structure as well as Nick Meilleur, Marketing Specialist – Digital & Social, and Kjell Ellefson, Marketing Specialist – Athletes, Partners & Influencers. Nick has six years in professional video production and an Audiovisual Communication master’s degree from Stendhal University in Grenoble, France. Kjell is a former pro freeride telemark skier, digital media expert and, most recently, the photo editor for Freeskier.

Additionally, K2 brought back on Hayter Communications as its public relations agency of record. Agency founder Ryan Hayter was instrumental in building K2’s editorial presence as the company’s first in-house PR representative in the late ’90s and his agency later went on to manage consumer PR and strategic communication development for K2 Sports through 2012.

About K2 Sports

K2 Sports, based in Seattle, WA, has achieved unparalleled success through innovative product offerings and great customer service. The company operates 10 brands and is globally renowned for its non-traditional advertising, graphics, and high performance products throughout its portfolio. With wholly-owned subsidiaries in Canada, Central Europe, Japan, and Scandinavia and distribution in more than 60 countries, K2 Sports continues to assert its position as a global leader across multiple categories of sporting goods. For more, visit: http://www.k2sports.com(link is external)
http://www.k2sports.com/

 

[Tricia]

Just read this. Going in a direction that shows that they plan on sticking around.

 

[skibob]

I think its meant to bolster confidence of shareholders and buyers. But it also looks like more than just window dressing. So even if it is a case of the right thing for the wrong reason (and I'm not saying it is), its still the right thing.

 

[Philpug]

I think its meant to bolster confidence of shareholders and buyers. But it also looks like more than just window dressing. So even if it is a case of the right thing for the wrong reason (and I'm not saying it is), its still the right thing.

I do think it is more than just window dressing. Reps were just in Switzerland testing 2017-18 gear, this was not an inexpensive for K2 to put on. Do I think Newell won't sell? No, the brands are on the market for sure but by these hirings and trips like this are good faith operations that it is business as usual for the upcoming new owners.

 

[Muleski]

My hunch is a combination of both. No doubt it positions K2 as being alive, fully in business and turnkey. All really good. It should help with value. Of course if the buyer wants to consolidate with another existing ski business, some of these jobs might be redundant. I assume that all of these folks have good contracts. If the buyer wants to take it over as turnkey, they have it. I have a hunch that the days of conglomerates outside of the ski industry buying ski companies might be behind us. Newell is a brand giant, and regardless of the recent moves.....they want K2 gone.

So hopefully the buyer both understands the business and keeps the team! Go K2!!

 

[Philpug]

After some housecleaning of long standing employees and athletes along with some ill timed press releases from their parent company Newell Holdings, K2 is looking to right the ship first by restaffing (post #202) and now....

K2 Skis Extends Pettit Contract with Factory Team

SEATTLE, WA (November 1, 2016) -- Sean Pettit was a child stuck in a pro skier’s body when he initially signed his first contract with K2 Skis at age 12 in 2004. Now, 12 years later, he is one of the most well-known, progressive and dominant influencers on snow. K2 Skis announced a continuation of Pettit’s contract with the Factory Team this week, further positioning him as a premier athlete that will help build the future of the K2 brand.

“K2 has a history of discovering the greatest talents in skiing and helping them develop their careers to reach legend status,” said Hunter Waldron, K2 Sports Global Brand Director. “Sean is on that track. He is part of the family and a big part of our future. He represents everything our company is about. Our goal is to inspire people to get out and enjoy skiing. Sean does that better than anyone. His level of skiing and personality give momentum to our brand and the sport.”

Pettit, who was born in Ottawa and then moved to Whistler, B.C. as a pre-teen to pursue skiing, was first spotted at a local contest and signed by K2. “I didn’t even know what a contract was. I was 12. It was probably the first time I got to use my signature outside of elementary school,” stated Pettit. “If the contract said ‘you will get free skis’ I would have been sold, but it was more than that and has continued to be a major part of my career.”

Over the past decade Pettit has medalled at numerous comps, and has been awarded with the "male skier of the year" award multiple times for his performance in many films.“It’s crazy to be with a brand for half your lifetime,” Pettit commented. “I feel like I’ve grown up with K2 as a childhood friend. I met the brand reps and got my first pair of K2 skis when I was 11. Ever since then we’ve been able to grow together and adapt to how riding styles have evolved. We’ve come a long way.”

Through his agreement with K2, Pettit will continue to be a major player in R&D and graphic development for the brand in addition to representing K2 on the mountain. “Along with his skiing progression, Sean has greatly contributed to the development of a number of breakthrough ski models and technologies over the years and we are excited to see what his brain will come up with next,” Waldron said.

About K2 Sports
K2 Sports, based in Seattle, Wash., has achieved unparalleled success through innovative product offerings and great customer service. The company operates 10 brands and is globally renowned for its non-traditional advertising, graphics, and high performance products throughout its portfolio. With wholly-owned subsidiaries in Canada, Central Europe, Japan, Korea, and Scandinavia and distribution in more than 60 countries, K2 Sports continues to assert its position as a global leader across multiple categories of sporting goods.

 

[Tricia]

I love to see them making moves to bolster confidence. K2 is about #seriousfun

 

[fatbob]

All these things are happening as part of the repositioned "business as usual" they need to conduct to still have a business to sell. Doesn't impact what will happen at a corporate ownership level nor how many of those things will survive in the hands of a purchaser.

 

[Muleski]

All these things are happening as part of the repositioned "business as usual" they need to conduct to still have a business to sell. Doesn't impact what will happen at a corporate ownership level nor how many of those things will survive in the hands of a purchaser.

I agree. I assume that Newell {based on market interest and their bankers advice} found that the value of a gutted, bleeding K2 was far less than it might be if these moves were made. We'll see how things turn out, but it at least feels like a ski company.

I wonder if they would ever sell it as "just" the ski company. Not the other stuff under the current K2 banner? All depends on price, terms and timing, I think.

 

[ScotsSkier]

All these things are happening as part of the repositioned "business as usual" they need to conduct to still have a business to sell. Doesn't impact what will happen at a corporate ownership level nor how many of those things will survive in the hands of a purchaser.

Yes, trying to keep it as a going entity for any potential buyer. Or could be just repositioning the deck chairs on the Titanic. Also hedging their severance packages for a change of ownership......although that is normally at corporate level. I recall one deal I worked on, while we were in the middle of a 2 week due diligence period and before any public announcement, the board of the target met and agreed on an additional $50m plus in severance payments for themselves and senior execs. Perfectly normal unfortunately and a cost of doing business but still felt fraudulent to me

 

[Philpug]

The teams at K2, Volkl, Line/FT are working with the hand that they have been delt and (smartly) understand they can only control what is in front of them and Newell is going to to what Newell is going to do.

 

[Philpug]

Here is some interesting news....

FOR IMMEDIATE RELEASE

Shrewsbury, NJ (December 5, 2016) - VERTICAL BRANDS announces that it has signed a worldwide license for apparel with K2 Sports of Seattle, Washington.
"K2 gives us a phenomenal opportunity to launch this heritage brand and expand our portfolio of premium products," said Christopher Neary, CEO of VERTICAL BRANDS. "In addition, we have been fortunate to enlist the talents of Bill Post to direct the efforts and insure that it is properly conceived and targeted in this challenging market. Bill brings a wealth of experience and passion for the wintersports business, and, along with our design team, has created a concise, well-thought-out introductory line that will establish our path for the future. Lastly, we have been fortunate to align a strong sales team which will be a key to our success."
K2 Apparel will launch for Fall 2017 and will be present at regional and major trade shows.

 

[Philpug]

More good news at K2:

K2 Skis is pleased to announce the addition of triple-threat Andrew Tiner to the crew as Retail Marketing Specialist. With more than 10 years experience in sales, product & marketing, Tiner brings a high level of expertise and broad knowledge when it comes to the ski industry. In his new role, he will be most focused on K2’s retailers, creating and executing marketing and sales promotions for both brick and mortar and online retailers, and working closely with the sales team.

Growing up ski racing in New England, Tiner eventually moved into freeskiing steep New England trees and taking annual trips to the Rockies. He began working in ski and bike specialty shops to help put himself through college and support his skiing lifestyle, and earned a BS in Marketing at Quinnipiac University. He also spent a year skiing the French Alps while studying business in Grenoble, FR.

Post college, Tiner’s first industry job was working for Scott Sports as Marketing Coordinator for Wintersport and Bicycle in the Northeast. For the last three years, Tiner stationed himself in Utah where he worked with AMER Sports brands Atomic and Salomon with a focus on regional sales, marketing and promotions in the West. Now residing in the Pacific Northwest for the first time, Tiner is “stoked to be living where the mountains meet the ocean” and is looking forward to helping K2 lead the U.S. market.

“We are really excited to have Andrew join the crew,” stated Hunter Waldron, K2 Global Brand Director. “With his experience and contacts, he has hit the ground running and immediately lifted our ability to support retailers and sell through our products.”

"K2 has always had the most iconic athletes and market-leading skis with technologies that are a step ahead of the European brands,” said Andrew Tiner. “From developing revolutionary twin-tips that drove the freeski movement and all mountain skis for the pro and common skier alike, to women-specific skis and backside skis with superior power-to-weight ratio, K2 has been a driving force in the industry for decades. I plan to continue promoting K2’s history and its reputation for advancing ski technologies and fun on snow."

ABOUT K2 SKIS

Delivering Serious Fun since 1962, K2’s commitment to the All-Mountain skier remains the driving force behind its industry-leading innovations. With an all-encompassing E3 (Energy Efficient Engineering) design philosophy, K2 unveils a fully integrated collection of award-winning skis, boots, poles, helmets and goggles that offer a complete solution for the all-mountain skier. Whether at the resort, in the park or deep in the backcountry, K2 is all about enjoying the ski experience. For the latest information on K2 products, athlete activities and promotions visit K2skis.com(link is external).


From Shop-Eat-Surf.

 

[Don in Morrison]

Two or three online stores claim to have a '17 K2 244 for sale, but that ski is conspicuously absent from the K2 website. What's up there?

 

[Philpug]

Two or three online stores claim to have a '17 K2 244 for sale, but that ski is conspicuously absent from the K2 website. What's up there?

Thats the mogul ski, 244 graphics on a Mamba. It has been in a the lineup for a while, it is a carry over ski.

 

[Don in Morrison]

Thats the mogul ski, 244 graphics on a Mamba. It has been in a the lineup for a while, it is a carry over ski.

Yeah, it's been on my "maybe I want one of those someday" list, but I find it curious that the online places where it can be found don't include K2's website.

 

[gwasson]

It is sad when you businesses become a "destraction".
Read the whole story HERE.

This could have a major effect in the ski industry. I know some from K2 that jumped and I know some that were pushed but this could be devastating. K2, Marker and Volkl IMHO still be around in some form...Line, Full Tilt and Dalbello have greater storms to weather. A lot will happen by the end of the year as this plays out. We are not talking a cash rich industry where an Amer or another group can come in but it sounds like any of these companies can be had for pennies on the dollar.

Saw this today, anyone heard something more definitive?

https://www.shop-eat-surf.com/content/newell-brands-confirms-sale-process-for-k2-volkl

Posted: January 13, 2017 7:20 AM
By Tiffany Montgomery
Newell Brands, the new owner of K2 and Volkl, confirmed today that the sale process is underway for its winter sports businesses.

The company hopes to complete the divesture in the first half of 2017, Newell said in a statement.

K2 and Volkl are big players in the alpine ski market, accounting for about 30% of sales, according to SIA data.

Newell also said it has reached an agreement to sell its Rubbermaid storage tote business, and has added its Pine Mountain fire starter and Diamond match businesses to the list of companies it plans to sell.

 

[Philpug]

Saw this today, anyone heard something more definitive?

https://www.shop-eat-surf.com/content/newell-brands-confirms-sale-process-for-k2-volkl

Posted: January 13, 2017 7:20 AM
By Tiffany Montgomery
Newell Brands, the new owner of K2 and Volkl, confirmed today that the sale process is underway for its winter sports businesses.

The company hopes to complete the divesture in the first half of 2017, Newell said in a statement.

K2 and Volkl are big players in the alpine ski market, accounting for about 30% of sales, according to SIA data.

Newell also said it has reached an agreement to sell its Rubbermaid storage tote business, and has added its Pine Mountain fire starter and Diamond match businesses to the list of companies it plans to sell.

I hope thy have a definitive answer by or at SIA.