Horny Toad, the 18-year-old outdoor lifestyle apparel brand will unveil its new brand name “Toad&Co” to the trade at the Outdoor Retailer Summer Market next month, followed by a fully integrated omni-channel consumer launch in February 2015.
The new brand name is the outcome of a year long process. In 2013, after many years of strong growth, Horny Toad wanted to ensure the brand foundation was set up for long-term success. The brand worked with a research firm to better understand its target audience and market position. The result is a name evolution that acknowledges the brand’s heritage while allowing the company to tell a bigger story about social responsibility and environmental stewardship.
“Change is about what to bring along and what to leave behind-Toad&Co is a truer reflection of the 21st Century brand we have built and a tribute to the people who continually inspire us and the great partners we’re proud to call our ‘Co’,” states Gordon Seabury, Horny Toad CEO. “Our new name is an important progression for the brand and the evolution has been very well received by our retail partners so far.”
The new name will be supported by the tagline, Keep Good Company.
“We look at the tagline as a call to action that honors the employees, partners and loyal customers who share our belief that living well and doing good are one in the same,” says Seabury.
Toad&Co remains committed to its original social venture that Seabury co-founded in 1997, Planet Access Company (PAC). This innovative partnership provides services for improved quality of life and employment opportunities for people with developmental disabilities. Toad&Co will continue to be PAC’s greatest advocate and largest customer, shipping over one million units of product this year. The social venture partnership also fully funds Search for Adventure, an outdoor adventure program co-founded in 1999 for adults in the program.
