Gramicci apparel has added Tri Marketing Group sales agency for representation in Texas, Oklahoma, Kansas, Louisiana and Arkansas as part of the apparel company's efforts to harness the growing emphasis on fashion within the outdoor industry. 

Based in Plano, Tex., Tri Marketing adds experience and manpower to Gramicci, an outdoor apparel marketer enjoying a swift growth pace.  “We want to be intimate with our customers and work closely with them to give them what they need to make their business successful,” said Marty Weening, Gramicci’s president.

The addition of Tri Marketing continues Weening’s moves to restructure the Agoura Hills-based company’s sales organization to seek out the “highest level” of representatives who can work with retailers to seize the opportunities presented by the growing fashion nature of outdoor apparel.

“Tri Marketing’s expertise will help our retailers better understand how to purchase the newer Gramicci product maximizing on the rapidly growing trend of more fashionable outdoor apparel,”  Weening continued.  “The right merchandise is more crucial than ever, as outdoor apparel retailing becomes more design-driven. We want to share with our retailers the latest formulas for effectively connecting with their consumers, and that requires a rep organization that is adept at making that happen.”

Gramicci sought out Tri Marketing because of its founders’ passion for the business and personal relationships with both major chains and mom and pop operations. Established seven years ago by outdoor enthusiasts Greg Allen and Tim Goodwin, Tri Marketing quickly established strong ties to retailers in Texas and the mid-south region.

“Gramicci is a good fit for us because it is authentic and can be a great ambassador in representing the new ‘green’ movement,” said Goodwin, noting that the company’s efforts in eco-friendly apparel are in sync with consumer desires to go ‘green.’

“With its more extended product range, Gramicci now fits in with a greater variety of retailers and customers,” added Allen. “While many outdoor brands have a core audience, this 25-year-old brand has a broad market reach that goes well beyond the original ‘Gramicci heads’ to young people and active outdoor enthusiasts of all ages, all helping to further fuel sales growth.”

Matthew Kaseta, vice president of sales for Gramicci, agreed that Tri Marketing will open up new opportunities. “I’ve known and worked with Tim and Greg for many years and have always been impressed with their energy, professionalism and high level of service they provide their retail partners. Gramicci continues to attract high caliber veteran sales pros like Tim and Greg who share our passion for the outdoors. The brand has never been stronger.”