Woodland bets on spirit of adventure to expand market

More people are showing interest in adventure sports, encouraging the company to enter the adventure gear market

When Loveraj Singh Dharamshaktu, a mountaineer from Uttarakhand, climbed Mount Everest this year, he was covered from head to toe in a set of special adventure gear designed by Woodland.

It was a part of the company’s well-planned strategy to enter the adventure sportswear market in a big way.

With more and more people showing interest in adventure sports, especially in the Himalayan region, leading outdoor apparel and footwear brand Woodland, which has a turnover of Rs 700 crore, is coming up with a range of adventure and sports clothes and shoes.

“More and more people are becoming adventurous these days. And we are ready to cash in on this niche market segment. Woodland is trying to become synonymous with the outdoors, nature and adventure. Be it mountaineering or trekking, we are bringing in new collections like specialised jackets that will protect your body from frost bites or sub-zero temperatures,” said Woodland Managing Director Harikirat Singh, after launching the company’s autumn winter collection here.

Apart from adventure gear, the company has also launched a yoga collection. “The yoga collection helps the wearer to derive more benefits from workouts,” said Singh.

The new range of Woodland apparels is designed to reflect the moods of nature.

The company’s officials claimed that Woodland capris, shorts and cotton shirts keep cool during summer and its light-weight sweatshirts, pullovers and jackets have been designed to be effective in the hills.

“Woodland apparels are in complete harmony with nature,” said Singh.

Singh said Woodland would open 150 more stores across the country taking the total strength to 500. The company will be spending Rs 100 crore this financial year for its expansion programme.