Silk clothing company gets German foothold

German outdoor and trekking retailer Globetrotter has begun stocking a selected range of products manufactured by Dunedin’s Silkbody.

Globetrotter buyers first became aware of Silkbody two years ago at the European outdoor clothing show in Germany.

“The first time they breezed past our stand, because we were new and we stood out,” Silkbody co-founder David Cooper says.

“Last year they came by again and were more interested, but at that stage we hadn’t appointed a German distributor.”

Silkbody was fortunate to find a well-connected distributor in Germany who not only made the connection with Globetrotter, but also sped up the process of getting a designer vetted and accepted into the Globetrotter fold.

The distributor already sold other outdoor clothing brands to Globetrotter and as such already had a “very good name” which also helped their cause.

Silkbody’s managing director and designer Emily Cooper says: 

"If there's one store where you want to be in Europe, it’s Globetrotter. Not only for the sales but also for the credibility it gives the brand in the marketplace. We are very excited about what this means for the future of Silkbody in Europe."

The Cologne branch where Silkbody is available has a floor area of 7,000m2. It includes a cold chamber for testing sleeping bags, a climbing tunnel, diving pool and a travel clinic where customers can receive vaccinations. Globetrotter also broadcasts its own TV channel, 4 Seasons TV. 

The German company has recorded sales in its last financial year to February of €209 million ($NZ 465 million) has stores in Hamburg, Dresden, Cologne, Frankfurt, Bonn, and Berlin.

It also runs a mail order business which accounts for 45 percent of its annual turnover, and an e-commerce business.

The company’s website proclaims that it has been the market leader in the outdoor and trekking scene for many years, not just in Germany, but across Europe.
Globetrotter employs more than 1000 staff, and 80 percent of its mail order turnover comes through Internet sales.

New Zealand Trade and Enterprise’s creative sector manager, Charlie Haddrell says NZTE has helped raise Sillkbody’s profile:

“In the past we have driven people towards their stand and done some marketing on their behalf to try and increase the awareness of Silkbody in Europe and try and get some key partners to their stand.”

NZTE had also done some market research on the company’s behalf.

Silkbody was founded in 2002 by father and daughter team David and Emily Cooper in Dunedin.
The pair discovered that silk’s ability to “breathe” and provide an optimum temperature for the wearer, made it an ideal fabric for a range of climates and uses.

Silkbody is now sold in more than 150 stores worldwide, including Australia, the UK, and Germany. Its SilkFleece product was awarded an OutDoor Industry Award in Germany for high-performance technology.

Originally pitched at the performance sports and travel markets, the luxury element of Silkbody garments means they are also developing a following in the fashion market.

The Coopers don’t yet know the likely volumes of clothing Globetrotter will want them to supply as the range is so far available in the Cologne and Berlin stores only.

However, given that just being accepted into the Globetrotter chain is a major stamp of approval, they are excited about the potential for the trading relationship to grow and flourish.

More information:

www.silkbody.co.nz