Timberland's acquistion model: intersting article

[Doc McPeak]

When Timberland became the homeboy brand of choice it brought them urban riches, but killed any chance for backcountry cred.

The company has recently been working on that.

Here's a pretty interesting article on how they are trying to do it differently, by buying brands like SmartWool and GoLite, but also bringing them into the fold creatively. They are not K2.

http://www.inc.com/magazine/20070301/features-deal-playing-hard-to-get.html

 

[albee]

Thanks for the link to that article... it was really interesting.

I used to work at Timberland (just as a temp) and I knew a couple of those guys. Real creative people and the company is great in terms of encouraging volunteer work. I've also lived in Boulder, before and I know people sponsored by GoLite, so the story hit close to home. Fascinating, really.