Mountainsmith is reviving Cyclesmith, the brand’s 1990’s bike touring pack line, exclusively in Japan in response to a growing demand for Mountainsmith products in the country and a steady increase in sales over the past three years.
Mountainsmith has doubled in-line and licensed business projects in Japan since their initial agreement with Itochu Fashion System in 2013, and has now entered into a new license agreement that resurrects the iconic Cyclesmith brand in Japan.
“Mountainsmith is excited to continue our growth in Asia and specifically the Japanese market,” says Jay Getzel, president of Mountainsmith. “We have worked very closely with Itochu to simultaneously grow our outdoor lifestyle and core outdoor businesses via in-line, special make up, and license projects. The recent launch of the Cyclesmith brand in Japan marks the next step in our process, and affords us yet another avenue to grow consumer consciousness of the Mountainsmith brand across an array of retail channels and with an ever growing mix of end users.”
The Mountainsmith brand has garnered a core following among the millennial generation in the Japanese market, and retailers are taking notice. The Cyclesmith product line directly appeals to a new generation of cyclists who are looking for quality outdoor goods.
“We are extremely pleased with the upcoming Cyclesmith Collection revival launch in the Japanese Market,” says Toshi Mizukami, Group Manager for Itochu Fashion System. “By launching Cyclesmith, we were able to connect with retailers such as United Arrows, Seven Days Sunday, World, Gallery of Galleria and Village Vanguard select shops that are popular with the younger generation. Adding to our existing Mountainsmith fans who are 40 and above, we feel this could be a great opportunity to acquire a younger, millennial customer and further grow the brand.”
Itochu Fashion Systems also distributes Oboz footwear, K Swiss, Timbuk2 and Airwalk in Japan. It is part of Itochu Textile, which in addition to manufacturing apparel for global brands, has been acquiring the right to several athletic and outdoor brands in not only in its native Japan and neighboring Asian countries, but South America and other regions of the world. It currently owns trademark rights for Converse in Japan and Skins, Outdoor Products and LeSportsac in several countries. Itochu's Textiles group revenues reached ¥130.4 million in the second quarter ended June 30, up 12.1 percent from the same period a year earlier.