Timberland enters the workwear market.
Timberland PRO has officially entered the workwear market by doing what it does best—building premium, technology-inspired, performance-driven products for industrial working consumers. Leveraging the brand equity already established by its successful footwear business, Timberland PRO® workwear embodies the same comfort, durability and protection retailers and consumers have grown to expect from the brand. Timberland PRO has capitalized on its parent company, VF Corporation’s, expansive powerhouse engine and supply chain reach. By continuing to deliver strong results to retail partners and best-in-class products to consumers, the Timberland PRO® brand’s commitment to expansion fuels its continued growth in this competitive space.
«Entering into the workwear category is a natural progression for our brand,» said Jim O’Connor, Vice President, Timberland PRO. «After years of intensive planning and research, combined with the confidence of having the VF Corporation behind us, we are emerging into this market armed with a great-looking collection of thoughtfully-designed pieces that meet our core consumer’s unique comfort, performance and fit needs. We’ve chosen a smart mix of retail partners that share the same goals of business expansion and bottomline growth. The strong early reaction we’ve received, combined with our winning formula of knowledge and capabilities, further strengthens our confidence in bringing this comprehensive head-to-toe offering to market.»
Launch partners include key retailers such as Bob’s Stores, Work ‘N Gear, Whistle Workwear and Work World. Online industry leader Amazon.com has also picked up the collection, which includes a 73-piece range of base and midlayers, performance t-shirts and work shirts, work pants, outerwear and accessories. With performance fabrics featuring built-in technologies like waterproofing, wicking, sun protection, anti-odor and insulation, and intentional design details that offer increased range of movement, retailers will diversify their workwear brand offerings while consumers will feel comfortable and protected in any environment.
O’Connor added, «Assessing the unmet needs of those who work in demanding and unpredictable environments, then developing solutions that deliver on those needs is the cornerstone of our brand. Our expansion into the workwear space further defines this commitment, and we will continue to offer additional performance-oriented styles and new technologies as we transition into 2016.»