Previous project

Category Expansion

Led the development of our umbrella brand strategy across 35 new subcategories, including the conversion of product acquisitions under the Thule name.

strategy

Leveraging the Thule brand equity amongst the outdoor consumer, I worked collaboratively with the commercial and product development teams from inception through to market activation, ensuring that all new product categories were positioned accurately under the Thule brand umbrella. From the expansion into new categories to product acquisitions added to the portfolio, I made certain that the Thule brand was represented consistently and recognizably.

Every expansion had unique challenges, as many nuances had to be considered for a new subcategory or acquisition. Each required very specific activation along with targeted, multi-tiered advertising based on the consumer segment objectives and channels of distribution. From educating the trade and consumers that Thule was in new outdoor categories like rooftop tents to driving brand awareness in new categories like strollers and luggage, the one consistent goal was ensuring we built awareness and trust with one brand - Thule.

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results

35 new subcategories and integration of five branded acquisitions under the Thule portfolio including Chariot, Tepui, Croozer, UWS and Denver Outfitters. Lead the opening of the first Thule regional branded stores, including four in South America and three in North America.

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