On the way to writing their own version of the American family business success story, the family owners of Columbia have overcome some tough obstacles. Second-generation chairman Gert Boyle, now 87, lived in Germany as a child. He bought it in and named it Columbia Hat Co.
Gert Boyle remembers working at the company during summers, putting labels on cartons and nailing crates together for shipping. She moved to Tuscon in to attend the University of Arizona and graduated with a degree in sociology. There she met Neal Boyle, who worked selling vacuum cleaners while getting his degree. The couple married in By the late s the company had begun selling a few outerwear items such as skiwear in addition to hats.
It became known as Columbia Sportswear in Gert recalls being constantly in the loop about what was going on at Columbia while she was raising Tim and his two younger siblings.
Even so, she was happy in her role as a mother. Tim went to the University of Oregon in Eugene and planned to go to law school after graduation. Putting aside his plans for law school, Tim commuted to and from Eugene, where he was about to graduate from college, to help his mother run the business. Looking for a way out, they tried unsuccessfully to sell the company.
At one point, Gert recalls, she almost succeeded. But when it came time to sign the final papers, the would-be buyer had a list of additional demands. Instead of calling the loan, the bank suggested that the Boyles find an adviser to help them, which they did. It was the first step on a path toward stability and then growth. One of their early realizations, Tim says, was that the company was making too many items too soon.
With the goal of selling a large volume of a smaller group of products, Columbia branched out from its traditional sales area of Oregon, Washington, Northern California and Alaska and started selling products in other areas of the U. And although it was not the life he had planned for himself, he did see increasing success.
The company stabilized and then began to grow, with new products driving the increased sales. In , Columbia was the first company to introduce a Gore-Tex parka; it developed its own proprietary waterproof technology in In , it offered its first Bugaboo parka for skiers. It introduced a line of footwear in As of the end of , Columbia had a total of 3, employees, with about 2, in North America, 1, in Asia and in Europe. The ads capitalized on what made their products—and their company—unique.
They emphasized features of the apparel, as well as the fact that a family stands behind the items. In one TV spot, Gert drove a snowplow that covered Tim—clad in a Columbia winter jacket—with a giant pile of snow. In another, she piloted a helicopter that dropped Tim and his Columbia outerwear onto a snowy mountaintop. The campaign was born when an advertising agency asked the Boyles what set Columbia apart from other companies. But they were funny. People would remember that company where the mother and the son do that funny stuff.
As the market evolved, so did the company and its ads. Over the years, younger customers have been gravitating to the company, Gert says. In , the family decided to take the company public. The family retains control of the company even though it is public. Even with family control, as a public company Columbia Sportswear must disclose more information than is required of a privately held business.
Mountain Hardwear brand headquarters is located in Richmond, California and the prAna brand headquarters is based in Carlsbad, California. Retail locations represent specific brands, outlets or multi-brand stores. Across geographies, our combined mission remains the same:. The market is changing faster than ever, distribution and communication are changing and consumer expectations are changing as well.
The brands within our portfolio have been enjoying great momentum and the future perspectives are great. I am happy to lead a energetic, passionate international team consisting of 20 nationalities serving 19 countries and 23 languages! We have great products and a great work environment. Around me I find active people with an open mind.
Home Our Regions. North America Asia Europe. North America. Bangladesh employees celebrating our 80 years in business! Taiwan employees at a volunteer day. With more than employees in Europe, and directly operating in 14 countries, Columbia Sportswear is one of the key players in the European outdoor market. Our Geneva team enjoying a lunch break on the patio.
Beach cleaning by our employees in Portugal, in All rights reserved.
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