Eider aims to be different

French brand developing role a ‘niche, proactive alternative’ to established brands

Eider made clear its work to be a ‘niche, proactive alternative’ to the likes of Berghaus and The North Face with a stand that included products taking advantage of the demand in the market for breathability.

This included three jackets, one using Gore-Tex Active Shell, one with Polartec NeoShell and one with its own Defender membrane, suited to different price points and activities.

Matt Jordan, who is the UK distributor for French brand Eider in the UK through his agency Wildside Trading , said Eider is being sold to the market as an alternative to established names that will help independent retailers establish a reputation for offering ‘cutting-edge products different to the rest of the market’.

Jordan said: “Economically, it’s not going to be an easy summer next year, but offering something different will help encourage people into a store. There are already some retailers that make a point of not following the herd and don’t stock the big brands, instead focusing on offering something different.

“We’re also introducing a scheme whereby if a retailer chooses to take two of the three jacket ranges, in any combination, we’ll give them demo products that they can give to customers to trial. All three technologies used in the jackets make big claims, and the best way to check their validity is by trying them.”

For more news from OutDoor, see the August issue of SGB Outdoor