UKC

A strong partnership: EDELRID and RED CHILI to join forces Gear News

German climbing brands EDELRID and RED CHILI have announced that they are joining forces. This merger will combine the strengths and synergies of the two companies to further actively develop the international climbing market.

RED CHILI will maintain its brand identity under EDELRID. With founders Stefan Glowacz and Uwe Hofstädter, remaining responsible for brand orientation and climbing shoe development. In addition, both will continue to be jointly responsible for the success of the brand in the future.

EDELRID produces climbing products in 2 countries, and distributes worldwide to over 60 countries. The RED CHILI and EDELRID brands strengthen each other strategically. Together they offer climbers the full range of highest-quality climbing products from hardware through to soft goods. This partnership will allow them to serve the retail trade and end users in an efficient and sustainable manner.

The new product portfolio will mean that EDELRID, with the exception of their popular Crocy children's model, will discontinue their climbing shoe collection. Whilst both the RED CHILI and EDELRID apparel lines will continue to be offered to specialist retailers.

Pictured from left to right: Uwe Hofstädter (founder RED CHILI), Albrecht von Dewitz (CEO EDELRID), Stefan Glowacz (founder RED CHILI), Carsten von Birckhahn (Brand Manager EDELRID), Markus Wanner (CFO EDELRID).

The RED CHILI brand will be expanded taking advantage of EDELRID's infrastructure and resources, with EDELRID having taken on the majority of the workforce from the design and development departments. Climbing shoe development will continue jointly at EDELRID headquarters in Isny, in keeping with the RED CHILI slogan "Only climbers know what climbers need."


For more information www.edelrid.de



8 Jun, 2017
2 questions. Does the guy second from right want to kill everybody and is the middle character male, female or both? Good luck with the business though.
8 Jun, 2017
So you've never heard of Stefan Glowacz?
8 Jun, 2017
Who wrote that press release?! "This merger will combine the strengths and synergies of the two companies to further actively develop the international climbing market." I thought we'd finished with political speak now ;). Good luck with it anyway.
8 Jun, 2017
It's management speak, not political speak. Talking about strengths is mandatory to avoid being labelled defeatist, Synergies means they get to fire half of their marketing, admin and logistics people. Which half generally depends on which CEO ended up in charge of the new company.
8 Jun, 2017
I think you've hit the nail on the head there David. As for firing the marketing department we'll just have to make a judgement call when we get to that low hanging fruit.

Product News at UKC presents climbing, walking and mountaineering equipment posts that will be of interest to our readers. Please feel free to comment about the post and products on the associated thread.
Loading Notifications...
Facebook Twitter Copy Email