Sherpani Alpina, an outdoor company that make backpacks exclusively for women, has seen its retail base surg to 150 dealerships in its first full season. Currently, Its retail partners include REI, Lucy Activewear, and EMS, as well as the Title 9 Sports, Athleta and Terry Precision Cycling catalogs.

“The demand for our products confirms women’s enthusiasm about buying from companies whose brands are specifically dedicated to not only their functional needs, but also their tastes,” says Ed Ruzic, General Manager of Sherpani Alpina. “The product is important, but the attitude and focus that a company has towards its target market is just as critical. No other company has ever put flowers on a technical backpack, and the feedback we receive from customers tells us that these seemingly small touches are just as important as functionality and comfort in the buying decision.”

Ruzic attributes the company’s performance to a number of factors:

  • Innovative uses of design elements such as embroidered flowers on shovel panels, formerly unavailable to women who prefer a stylish touch in their technical gear;
  • The use of swivel harnesses, more narrow shapes, curvier shoulder straps and more adjustable sternum straps to make better-fitting women’s packs;
  • A team of highly experienced designers formerly with Lowe Alpine, Arcteryx, Madden Mountaineering and Speedo, who focus solely on making packs to fit women;
  • The hiring of a sales rep team with contacts and experience in the women-specific outdoor category;
  • An advanced, Web-based ordering and supply chain system that coordinates and streamlines the inventory management and delivery process.