SmartWool will launch an e-commerce section on their consumer website, www.smartwool.com, beginning this autumn. SmartWool will dedicate a significant percentage of revenues from this site to fund a major advocacy initiative later this year that benefits the outdoor industry. SmartWool will dedicate between 10 – 15% of all SmartWool.com on-line sales revenues to yet-to-be-determined outdoor industry related advocacy programs.
Visitors to the new store at www.smartwool.com will be led by the “SmartWool Guy” on a complete shopping experience that includes the full line of SmartWool clothing and socks.
SmartWool spokesperson Gardner Flanigan explains, “We are selling on-line to provide our consumers with a better, more consistent shopping experience that includes the entire SmartWool line of products. Our current product line touches so many different categories: outdoor, athletic, on-snow, lifestyle and hunting, that it's unrealistic to expect individual retailers to carry the entire product line. In addition, our online store will ensure that no SmartWool product will be discounted through our website.” Consumers will still be able to use the dealer locater to find their favorite SmartWool retailers in their area.
Funding for the SmartWool Advocacy Program will begin with the first sales of SmartWool product on their consumer website beginning this fall. Flanigan explains that the company is totally committed to giving back to outdoor communities with the development of their advocacy program.
“This initiative has the support of SmartWool ownership, the board of directors, and upper management and displays our commitment to becoming an innovative leader in the outdoor industry within the philanthropic arena,” said Flannigan
The SmartWool team has consulted with an expert in the not-for-profit field to help build a comprehensive program. “Our goal is to develop a distinct and clear advocacy program that identifies and funds organizations that support outdoor participation.”
SmartWool plans to engage their employees in the philanthropic process starting with development of an internal survey to give input on the cause and types of organizations the fund will support, with additional employee participation to be determined.
Adds Flanigan “I truly believe that within a very short period of time, SmartWool could be among the top 3 5 companies in the outdoor industry in dollars donated to non-profit causes within our industry.”
