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Profile of KMD Brands: Leading the Trail in Outdoor Apparel and Surfwear

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    Company Profile

  • 33 Pages
  • August 2022
  • Textiles Intelligence Ltd.
  • ID: 5651313

KMD Brands is a company based in New Zealand which caters to markets for outdoor apparel and surfwear through a portfolio of subsidiaries which include Kathmandu, Oboz and Rip Curl. KMD Brands has a vision to become the “leading family of global outdoor brands--designed for purpose, driven by innovation, best for people and planet”. In keeping with this vision, KMD Brands considers itself to be a pioneer in the development of innovative and environmentally sustainable high performance products for outdoor applications. Its pioneer status was confirmed in April 2022 when Kathmandu launched the NXT-Level BioDown Jacket, a puffer jacket which is biodegradable and yet insulating. The jacket has been heralded as “revolutionary” in terms of product design, and Kathmandu has received several awards and accolades for its development.

In addition, KMD Brands’ portfolio includes what is claimed to be the world’s fastest drying wetsuit, which was launched by Rip Curl in 2011. Since then, Rip Curl has developed several versions of the wetsuit, each of which boasts improved performance features compared with its predecessor.

Looking to the future, KMD Brands is well positioned to exploit its pioneer status and capitalise on a boom in outdoor participation as the world recovers from the impact of the COVID-19 pandemic and people take advantage of the easing of travel restrictions in key geographical markets. In March 2022, KMD Brands announced major plans for international growth which include investing in digital platforms and e-commerce channels, and showcasing leadership in environmental, social and governance (ESG). In particular, it will work to achieve B Corp certification for Oboz and Rip Curl, having already achieved B Corp certification for Kathmandu.

Table of Contents

  • Business development
  • Corporate identity, strategy and vision
  • Environmental, social and governance (ESG)
  • Facilities
  • Business development
  • Products and innovations
  • NXT-Level BioDown Jacket
  • KMDAction
  • Environmental sustainability and corporate social responsibility (CSR)
  • OBOZ
  • Business development
  • Products and innovations
  • Bridger range
  • Environmental sustainability and corporate social responsibility (CSR)
  • Facilities
  • Business development
  • Products and innovations
  • Flashbomb
  • Environmental sustainability and corporate social responsibility (CSR)
List of Tables
Table 1: KMD Brands: subsidiary companies, 2022

Table 2: KMD Brands: retail channels, July 31, 2021

Table 3: Kathmandu: operating facilities, July 31, 2021

Table 4: Rip Curl: operating facilities, July 31, 2021

Table 5: Rip Curl: competitors, 2022

List of Figures
Figure 1: Original Kathmandu logo, 2012

Figure 2: Redesigned Kathmandu logo, 2013

Figure 3: Kathmandu “live the dream” campaign imagery, 2013

Figure 4: Kathmandu “we’re out there” campaign imagery, 2021

Figure 5: NXT-Level BioDown Jacket

Figure 6: Products in the KMDAction range

Figure 7: Men’s Bridger Mid Waterproof shoe

Figure 8: Flashbomb E7 Heat Seeker 4/3 Zip Free Wetsuit

Companies Mentioned

  • Oboz
  • Rip Curl