how a grizzled ceo revived columbia sportswear forbes

How a Grizzled CEO Revived Columbia Sportswear Forbes

If you're an avid hiker or outdoor enthusiast, there's a good chance you've heard of Columbia Sportswear. Founded in 1938, Columbia has been a household name in the outdoor apparel industry for over eight decades. However, the company faced a major setback in the early 2000s, struggling to stay relevant in a market saturated with competition. That is, until the arrival of a new CEO, Tim Boyle.

Under Boyle's leadership, Columbia Sportswear underwent a remarkable transformation, reclaiming its position as a top player in the outdoor apparel market. In this article, we'll dive into how Boyle overhauled the company's strategy and products, revitalizing the brand and making it stronger than ever before.

1. From Rags to Riches: Columbia's Early Struggles

Columbia didn't start out as a major player in the outdoor apparel space. In fact, the company started out as a small, family-run hat distributor in Portland, Oregon. It wasn't until Gert Boyle, the mother of current CEO Tim Boyle, took over the company in the 1970s that it began to gain traction in the outdoor apparel market.

However, despite decades of growth, by the early 2000s Columbia was struggling. The company's sales had plateaued, and it was facing stiff competition from newcomers like The North Face and Patagonia. Columbia's apparel was seen as outdated and unfashionable, failing to resonate with younger consumers.

2. A New CEO Steps In: Tim Boyle Takes the Helm

In 1988, Tim Boyle joined Columbia Sportswear as an accountant. He worked his way up through the ranks, eventually becoming CEO in 2001. Boyle inherited a company in crisis, but he was determined to turn it around.

Boyle's first order of business was to take a long, hard look at Columbia's product line. He knew the company's apparel was out of touch with modern consumers, and he set out to create a new line of outdoor gear that was both functional and fashionable. He also sought to expand the company's offerings beyond apparel, adding accessories and footwear to the product lineup.

3. A Focus on Innovation: Collaborations and New Technologies

Boyle understood that in order to succeed in the crowded outdoor apparel market, Columbia needed to innovate. He forged partnerships with outdoor organizations like the National Park Foundation and the Appalachian Trail Conservancy, and also worked with major retailers like REI to develop unique product lines.

Columbia also invested heavily in new technologies, creating proprietary fabrics and materials that were both high-performing and environmentally sustainable. The company's OutDry Extreme ECO Jacket, for example, is made entirely from recycled materials.

4. Marketing Makeover: Revamping Columbia's Image

In addition to overhauling Columbia's product line, Boyle also recognized the need to update the brand's image. He enlisted the help of top advertising agencies to create a new, modern brand identity that would appeal to younger consumers.

Columbia's new marketing campaigns were edgier and more adventurous, featuring images of rugged explorers conquering mountains and wilderness. The company also embraced social media, using platforms like Instagram to connect with younger audiences and showcase its new products and innovations.

5. The Results Are In: Columbia Regains Its Position at the Top

Thanks to Boyle's vision and leadership, Columbia Sportswear has once again become a major player in the outdoor apparel market. The company's revenue has grown steadily since 2001, with sales nearing $3 billion in 2020. Columbia's products are sold in over 90 countries, and its brand is recognized globally as a symbol of quality and innovation.

In conclusion, the story of how Tim Boyle revived Columbia Sportswear is a testament to the power of innovation and persistence. By recognizing the need to evolve and adapt to changing consumer preferences, Boyle was able to transform Columbia into a thriving, modern company that is once again at the forefront of the outdoor apparel industry.

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