Monday, March 28, 2005
Machine shop Online.com News:Congratulations from us are in order!
Climbing Back Up The Mountain
http://www.fastcompany.com/magazine/93/ems.html
Concepts:
EMS, customers, Manzer, store, outdoor, Fast Company, retailer, sports, mountain, climbing, gear, brand, Advertisement, employee, Brewer.
Summary:
Sometimes saving a brand means making tough choices.In order for Eastern Mountain Sports to regain its foothold as a premier outdoor outfitter, it may have to cut loose many of its customers.On the contrary, the 52-year-old CEO of outdoor retailer Eastern Mountain Sports looks more like he might just pick a fight for the hell of it.It's the kind of intensity that has earned him the nickname "Mad Dog" at the company's headquarters in the woods of Peterborough, New Hampshire.But chicken or not, Manzer is running for his life.The company was founded in 1967 by a gritty mountain man who was irritated that no one in the United States carried ice-climbing axes.But in recent years, EMS moved away from selling technical gear such as kayaks, rock-climbing shoes, and ski bindings to hard-core outdoor types, and began courting older, mainstream customers with such soft stuff as fleece jackets and cotton sweaters."EMS had become a Gap with climbing ropes," says Manzer of the outfit he acquired through a management buyout in September.In the short run, that could mean some loss of revenue, and maybe some store closings and relocations.Rodney Brewer of Worcester, Massachusetts, is just the kind of gearhead EMS lost and wants back.Brewer first walked into an EMS store when he was 12.The store's message to customers like Brewer: "Don't shop here anymore; we don't carry gear," says veteran employee Tim Bradbury.Lucas Conley is a Fast Company staff writer.
www.machine-shop-online.com
http://www.fastcompany.com/magazine/93/ems.html
Concepts:
EMS, customers, Manzer, store, outdoor, Fast Company, retailer, sports, mountain, climbing, gear, brand, Advertisement, employee, Brewer.
Summary:
Sometimes saving a brand means making tough choices.In order for Eastern Mountain Sports to regain its foothold as a premier outdoor outfitter, it may have to cut loose many of its customers.On the contrary, the 52-year-old CEO of outdoor retailer Eastern Mountain Sports looks more like he might just pick a fight for the hell of it.It's the kind of intensity that has earned him the nickname "Mad Dog" at the company's headquarters in the woods of Peterborough, New Hampshire.But chicken or not, Manzer is running for his life.The company was founded in 1967 by a gritty mountain man who was irritated that no one in the United States carried ice-climbing axes.But in recent years, EMS moved away from selling technical gear such as kayaks, rock-climbing shoes, and ski bindings to hard-core outdoor types, and began courting older, mainstream customers with such soft stuff as fleece jackets and cotton sweaters."EMS had become a Gap with climbing ropes," says Manzer of the outfit he acquired through a management buyout in September.In the short run, that could mean some loss of revenue, and maybe some store closings and relocations.Rodney Brewer of Worcester, Massachusetts, is just the kind of gearhead EMS lost and wants back.Brewer first walked into an EMS store when he was 12.The store's message to customers like Brewer: "Don't shop here anymore; we don't carry gear," says veteran employee Tim Bradbury.Lucas Conley is a Fast Company staff writer.
www.machine-shop-online.com
# posted by Unknown @ 8:17 PM 
