TNF reports record pre-season order book

Outdoor giant reports record-breaking pre-season order book for FW11; closes EMEA books one month ahead of schedule

The North Face has said it has taken record pre-season orders for its FW11 collection, and has now closed its EMEA books one month earlier than usual.

It said the success was a result of a ‘dedicated service to its dealers’ that provides ‘industry-leading delivery performance to inspire high retail confidence’.

New and innovative product stories, a high sell-through in autumn 2010 and an increase of marketing investment in 2010-11 were also attributed to the high pre-season order book.

Arne Arens, sales director for The North Face in the EMEA region, said: “We are thrilled with the confidence our retail partners are giving us.

“We see this as a sign of our strong relationships in the market and the incredible momentum we are experiencing as a brand across Europe.”