Eagle Creek is expanding the positioning its Clive brand into the outdoor distribution channel to capitalize on the emerging youth lifestyle category. Clive joins the spring 2006 outdoor market as a “new brand,” repositioned with an entirely new and uniquely stylized, design-oriented product line for the urban commuter, student, or traveler. Eagle Creeks Vice President of Sales, Michael Millenacker, has been newly appointed to oversee the Clive business.
“We see new opportunity in the outdoor market particularly because lifestyle products and categories continue to capture significant market share. The new Clive positioning is something very different from a styling point of view, but done with quality and function you can count on,” said Millenacker. “With Clive and Eagle Creek, we provide our retail partners with the opportunity to approach two different customer groups through dealings with one company.”
Millenacker credits renewed interest in Clive in large part to the new direction created by Clive Brand Director Roger Sgarbossa, who previously served as Creative and Marketing Director for Sugoi. “Rogers design influence and direction for the brand is giving us new energy to ensure the new Clive look is right for the outdoor market and current channel of distribution,” said Millenacker. Millenacker adds that Sgarbossa is also leading the development of the Clive design and marketing strategy.
Marketing support for the spring 2006 Clive offering includes full fixturing and point-of-sale solutions. Clive accounts will be managed by Eagle Creeks existing sales and customer service reps. Clive accounts also stand to benefit from Eagle Creeks production and delivery dependability.
