VF Outdoor, Inc., a subsidiary of VF Corporation is introducing the launch of two new backpack brands, Wolf Creek and L8R to service the sporting goods, mid-tier, mass and club channels in Fall 2010. VF Outdoor says the the Wolf Creek and L8R brands were created to “offer consumer-valued feature sets at compelling prices.”
“Wolf Creek and L8R will enable retailers to capture healthy margins and sales volume, ensured by the power of the VF Outdoor supply chain,” said Steve Rendle, President of VF Outdoor Americas. “This meets a need for junior lifestyle and young men’s consumers in sporting goods, mid-tier, mass and club channels in a way that complements the overall VF Corporation brand portfolio.”
Wolf Creek packs offer rugged style and details for the future outdoorsman, with compelling value for the primary purchaser, the parent. Wolf Creek addresses a unique need in the marketplace for durable, outdoor-inspired packs that go easily from the trail or summer camp to school. The Wolf Creek line consists of 3 styles, ranging in price from $19.99 to $29.99.
L8R packs offer the must-have colors and patterns of the season at value-inspired pricing for the price-conscious, trend-conscious teenager. A brand that allows users to express their own personal style, L8R consists of two styles in 14 different colors and patterns ranging in price from $19.99 to $24.99.
Steve Harden, a former director of sales for Adidas, has joined the VF Outdoor team to lead the new brand introductions. The Wolf Creek and L8R brands will launch in Fall 2010.
