Company Origin

• Smart Wool started by making socks in 1994. It was founded by New England ski instructors Peter and Patty Duke in Steamboat Springs, Colorado.
• The founders wanted to ski for a log time without getting cold toes and discovered Merino wool as the perfect solution for that.

How they grew

• In 1995, the founders approached RAF Industries for investment. RAF industry invested six figure sum in the company and acquired 30% of the Smart Wool company resulting in a revenue of approximately $300,000 in the same year.
• RAF industries further acquired another 29% of the Smart Wool Company since the founders needed to increase their capital.
• In 1996-1997, the company introduced new product lines such as running, biking and casual socks. The sales of the company reached $5,700,000 in 2007.
• LL Bean agreed to provide a product prominent placement in their catalog and its flagship store.
• In 1998-2000, Smart Wool struck a deal with wool growers association in New Zealand to get the best merino wool for their products. The company also started to expand beyond specialty ski and outdoor channels to distribute their products in selected big box retailers, upscale department stores and comfort shoe stores.
• In 2001-2003, the company's founders decided to sell all their company holdings to RAF and RAF became the sole owner of the company. Sales were increased with the pace of 20-30 percent annually.
• In 2005, the Smart Wool Company revenue was over $40,000,000 and the RAF management decided to extend the company as an apparel and international distributor co-branding it Timberland.
• In 2005, Timberland fully acquired Smart Wool company in a deal valued at $82 million.
• In 2011, VF Corporation, a global leader in branded lifestyle apparel, acquired Timberland making Smart Wool Company too fully owned by VF Corporation. The acquisition was expected to increase VF Corporation's revenue.
• In 2012, VF Corporation's revenue increased by 9% points due to Timberland Company which included Smart Wool company.
• In 2018, the global headquarters of the VF corporation were moved to the Metro Denver area to serve as home to Smart Wool Company.
• In 2019, outdoor Sports Marketing (OSM), a sales agency, was appointed by Smart Wool Company to market their products in new Southeast Territory (MS, AL, GA, SC, NC, TN, VA).

Locations

• There are about 5013 stores around the world.

Headquarters

• From 1994 to 2017 — Steamboat Springs, Colorado.
• From 2018 onward — Metro Denver area.

Products

• Their product line constitute socks, shirts and sweaters, bottoms, base layers, jackets, underwear and accessories for men, women and kids.
• Other products includes dresses and skirts for women.

Current Agency of Record

• Smart Wool named JAM Collective Company as their PR agency of record to take care of both traditional and emerging public relations outreach.

Competitors

• Some Smart Wool's competitors include Icebreaker and North Face in which, Icebreaker and North Face are under VF Corporation.
• Other competitors are sierra, patagonia, and marmot.

Revenue and other financials

• The annual revenue of the company is estimated to be $26.3 Million.
• The revenue for the VF Corporation's outdoor segment in 2019 is approximately $4,649 million and this includes brands like The North Face, Timberland (excluding Timberland PRO), Icebreaker, Smart Wool and Altra.

Research Strategy

Education

•  Jennifer McLaren graduated with a degree in business administration and management in 1997 at the University of New Hampshire Peter T. Paul College of Business and Economics.

Family Life

• Jennifer McLaren is married with sons. The family moved to Steamboat Springs, Colorado when McLaren was still Smartwool’s Chief Financial Officer.

Hobbies and Interests

• Jennifer McLaren likes outdoor activities such as traveling and bike riding.
• According to McLaren's LinkedIn profile, she was interested in influencers like Simon Sinek, an optimist and author, and Arianna Huffington, the founder and CEO of Thrive Global.
• Jennifer McLaren is an outdoor enthusiast. According to her interview last 2018, she has been advocating for building outdoor communities since day one and she wanted to be one of the movement makers, together with Smartwool, in order to protect outdoors and encourage other outdoor enthusiasts.

Social Causes/Charity Works

• She is a volunteer for The Nature Conservancy, a charity organization aiming to help conserve the lands and waters on which they believed where all life depends. McLaren has been part of the organization since 2018 and one of its focus is the conservation of land, water, climate, ocean, and the cities.
• McLaren also acts as Future Leader Academy mentor for Outdoor Industry Association. Since 2017, she helps future outdoor industry leaders prepare, unite, and amplify their voices to seek personal and professional development opportunities.
• She has been part of Camber Outdoors since 2018 aiming to gain equity in the outdoors whether its from boardroom to back country.

Social Media Accounts

• The social media account of Jennifer McLaren in LinkedIn can be accessed here.

Work Experiences

• After graduating, Jennifer McLaren became a Senior Auditor for Arthur Andersen, a New York-based company, from 1997 to 2000.
• In June 2000, she worked for Event Zero as Finance Manager. She worked for the company for 10 months.
• Softbank Holdings, Inc hired McLaren as a Senior Financial Analyst for capital portfolio accounts. She worked for the company from 2001 to 2003.
• McLaren started as a Global Financial Planning & Analysis Analyst for Timberland for more than 2 years before she was promoted to NA Consumer Direct Controller & Portfolio Brands. After 3 years, she was promoted as Chief Financial Officer for North America where she performs strategic planning, financial planning, and management and acquisition integration for more than 3 years before transferring to Smartwool.
• Before being the President and CEO of Smartwool, she worked as Chief Financial Officer of the company for almost 7 years.

Current Responsibilities as President and CEO of Smartwool

• As a President and CEO of Smart Wool, McLaren's responsibilities include supervising and planning strategic direction for Smartwool's global brand.
• Jennifer McLaren directs the company's mission and vision to become the best purpose-driven brand.
• She also aims to promote leadership and empower the team to push towards a purposeful brand.

News and Articles

• Jennifer McLaren was recently featured by Coalition Snow, a women-owned company that builds gear and outdoor communities that showcase skills and expand experiences. McLaren was recognized as "Decade of the Woman" who works in an office with a mountain view.

• Jennifer McLaren was featured in CEO Outdoor Equity Pledge at Outdoor Retailer, one of the largest trade shows, where over 50 CEOs gather together to pledge in dedication and commitment to create outdoor industry-focused equity, inclusions, and diversity. McLaren was one of the pledge signatories during the event.

Research Strategy:

Personal Information

Education

• Scott Bowers attended Crescenta Valley High School.

Family Life

• He is from Edwards, Colorado and lives in Edwards, Colorado.

Hobbies And Interests

• Scott Bowers says he looks forward to a new year Ride to OR organized by Smartwool, where employees, partners, and friends ride "400 miles from our headquarters in Steamboat Springs, CO, to Park City, UT, for the Outdoor Retailer (OR) trade show".
• "He has a passion for the mountains and all the activities they offer, especially cycling, skiing, hiking and fly-fishing," 

Social Causes Or Charities He Supports

• Scott bowers supports SOS Outreach, a national youth development organization founded in partnership with Vail Resorts 25 years ago to empower 4,000+ youth each year in education and life — "through an intensifying curriculum comprised of caring adult mentors, outdoor adventures, and long-term life skills development."

Social Media Accounts

• He has a Facebook account, but it is mostly inactive. The last post was in 2017.
• He has a linked in account.

Professional Information

Prior Work Experience,

•  Partner at PROJECT-ASPEN from Jul 2016 – Apr 2017 in Edwards & Aspen, Colorado.
•  Chief Marketing Officer at Wheel Pros from Dec 2014 – Jun 2016 in Denver, CO & Cerritos, CA.
•  Chief Brand Officer at Factory Design Labs from Apr 2013 – Nov 2014.
•  SVP, CMO, Global Marketing, Brand Development, Web/E-Commerce at Oakleys May 1988 – Apr 2013 in Foothill Ranch, CA.
•  Associate Sales Representative for PK Sales Group from Apr 1987 – May 1988 at New England.
•  Store Manager for Sport Stalker/Christy Sports from Oct 1981 – Apr 1987 at Steamboat Springs CO and Beaver Creek/Vail CO.
•  Retail Sales for Sport Chalet from Jan 1978 – Nov 1980 in La Canada, CA.

Current Responsibilities At Smart Wool

• He currently oversees all global wholesale, retail and e-commerce sales efforts for the Smartwool.

Any Boards He May Serve On

• Scott Bowers was previously on the board of Black Diamond Equipment and Surf Industry Manufacturers Association. He is currently on the board as chairman of Camp Royal, a faith-based summer training camp. He assumed the role of chairman of the board in 2016.

2-3 Recent News Articles About Him

• N/A

Research Strategy:

EDUCATION

• Denise Anderson did her bachelor's degree in Marketing at the University of Colorado Boulder, Leeds School of Business.

FAMILY LIFE

• Denise Anderson lives in Steamboat Springs, Colorado.

• She has kept her family life personal. In her Facebook account, she has posted a photo of her, her husband and two children.

HOBBIES AND INTERESTS

• Denise Anderson hobbies include mountain biking, road cycling, running and skiing.

• In her Facebook account, she has posted photos of her biking and skiing. This suggests she is an outdoor person and loves these sports.

SOCIALMEDIA ACCOUNTS

• Denise Anderson has Facebook, Instagram and LinkedIn accounts.

PRIOR WORK EXPERIENCE

• She is currently working as the Digital Marketing Manager at Smartwool. She has been in the position for 3 years and 4 months.

• She also worked as a Marketing Director at Golite and Peak Pilates for 4 years and 2 months and 8 years and 1 month respectively.

• She was the Product Manager at Excite@Home for 1 year and 1 month.

CURRENT RESPONSIBILITIES

• She is responsible for the strategic planning and execution of all digital activation within the wholesale channel of Smartwool for North America.
•  She manages tactics, asset creation and delivery for all channel-specific, brand, and digital campaigns of the company.
• She is also responsible for the growth of the company's wholesale business for both key accounts and independent specialty retailers.

BOARDS

• She was invited to serve on Promo boxx advisory board in 2016.

RESEARCH STRATEGY.

Smartwool Hires A Sustainability Director

• The link to this article can be accessed here.
• Smartwool hires a new sustainability director.
• This is a newly created role that shows the brand's commitment towards environmentally sustainable practices.

Smartwool Begins Use Of "3D-Knit"

• The link to this article can be accessed here.
• Smartwool begins making 3D Knit baselayer due to its seamless construction.
• Smartwool harnessed the method to create body-mapped garments. The garments come with separate zones for ventilation and movement.

Smartwool To Move From Steamboat Springs To Denver

• The link to this article can be accessed here.
• Smartwool plans to vacate its building in Steamboat Springs in the second quarter of 2020.
•  VF Corp, Smartwool's parent company, intends to move the company to Denver.

Smartwool And Rob Krar Team Up With Strava

• The link to this article can be accessed here.
• Smartwool and professional ultra runner Rob Krar worked with Strava to create Smartwool X Rob Krar PhD® endurance socks.
• These are their most technical running socks yet to keep runners comfortable from one mile to 100 miles.

Smartwool Is Expected To Continue On Its Growth Trajectory

• The link to this article can be accessed here.
• VF Corp has great plans for Smartwool. The parent company expects it to have a CAGR of between 10% and 11% through the year 2024.
• The company has grown between 20% and 30% in apparel moving beyond socks.

Smartwool Partners With Alterra Mountain Company

• The link to this article can be accessed here.
• Early in January 2019, Alterra Mountain Company partnered with Smartwool to make Smartwool the official Merino wool base layer, underwear, and sock supplier of all Alterra destinations.
• The collaboration gives Smartwool more exposure and advertising.

Smartwool Partners With Friends Of The Lake District For Their 2019 Socktober Campaign

• The link to this article can be accessed here.
• Smartwool launched its second Socktober Campaign.
• The campaign is a partnership with Friends of The Lake District to help them organize volunteers to take care of the Lake District Landscape.

Smartwool, Lenny’s Shoe & Apparel, And Darn Tough Vermont Team Up

• The link to this article can be accessed here.
• Lenny’s Shoe & Apparel, Darn Tough Vermont, and Smartwool collaborated for another year to donate $13,000 in socks to local non-profit societies.
• The non-profits primarily care for the homeless population in the community.

New Zealand Merino Company Signs New Contracts With Smartwool

• The link to this article can be accessed here.
•  New Zealand Merino company stated that they signed new contracts with Smartwool.
• The prices of these contracts had not been achieved before.

Smartwool To Donate Part Of Their Profits For Products Inspired By The Hardrock Hundred Endurance Run

• The link to this article can be accessed here.
• Smartwool, a sponsor of the ultramarathon pledged to donate part of their profits to the community affected by the cancellation of the endurance race.
• This includes a special edition Hardrock shirt with a special design going for $30.
• All profits from these shirts will go towards the fund.

Smartwool

• Established in 1994, the company offers performance-based merino wool apparel for the outdoor environment.
• The brand offers a full-range of merino wool clothing range, including base layers, hoodies, underwear, socks, bottoms, shirts, among others.
• Smartwool takes significant efforts toward sustainability and ethical sourcing. The company claims to source its wool from some of the happiest and healthiest sheep on the planet.
• VF Corporation is the parent company of Smartwool, the company recently acquired Icebreaker to enhance its market presence in the merino wool-based performance wear segment.
• VF Corporation claims to hold nearly 90% of the market share with both brands comprising nearly $325 million in the merino wool business.

Minus33

• Website Link 
• Founded in 2002, Minus33 emerged as a merino wool clothing brand for outdoor activities. The company offers apparel and accessories for hiking, hunting, fishing, skiing, among others.
• Product collection includes base layers, shirts, hoodies, socks, underwear, pants, headwear, and accessories for men, women, and kids.
• The company supports various philanthropy initiatives like HikeSafe, USTSA, USA LUGE.

Woolx

• Website Link 
•  Woolx was established in 2012 as a performance wear clothing brand made from merino wool. The company's target segment includes hikers, photographers, skiers, backpackers, runners, travelers, snowmobilers, among others.
• Product collection includes base layers, shirts, hoodies, socks, underwear, vests, pants, headwear, and accessories for men and women.
• Woolx only uses merino wool that is certified by Woolmark. Further, the company sources wool ethically from farms that are certified to shear wool without practicing mulesing.

Ridge Merino

• Website Link 
• Founded in 2014, Ridge Merino develops high-quality merino wool apparel and accessories suited for extreme outdoor conditions. The company majorly uses all-natural, biodegradable, and renewable fabrics like merino wool and Tencel.
•  Product collection includes base layers, shirts, hoodies, underwear, pants, beanies, and accessories for men, women, and kids.
• The company's products are sustainably sourced, and donations are given to environmental nonprofits from product sales

Icebreaker

• Website Link 
•  Jeremy Moon founded Icebreaker in 1995. The company's mission was to develop outdoor clothing using natural and sustainable sources, majorly merino wool.
• Product collection includes base layers, shirts, hoodies, socks, underwear, pants, headwear, and accessories for men, women, and kids.
• The company develops long-term contracts with sheep rearers. Additionally, Icebreaker was the first company in the world to ban the use of wool made from mulesing of sheep

Mons Royale

• Website Link 
•  Mons Royale was launched in 2009 by Hamish Acland, a pro-freeride skier. The company offers high-performance apparel for outdoor sports like snow sports, mountain biking, among others.
• Product collection includes base layers, shirts, hoodies, socks, underwear, pants, headwear, and accessories for men, women, and kids.
• The company only sources merino wool from ZQ certified farmers, i.e., farmers who follow the Five Freedoms of ZQ Charter for sheep rearing.

Voormi

• Website Link 
•  Voormi offers premium outdoor woolen apparel that is tough, odor-resistant, lightweight, and breathable. The company develops apparel and accessories for hiking, fishing, climbing, hunting, and camping.
• Product collection includes base layers, shirts, hoodies, socks, pants, headwear, and accessories for men and women.
• The Colorado-based company has partnered with Rocky Mountain Elk Foundation (RMEF) to conserve elk habitats.

Woolpower

• Website Link 
• The Swedish company was established in 1969. Woolpower develops outdoor clothing made from merino wool, offering tough, warm, odor-resistant, and moisture-repelling properties.
• Product collection includes base layers, shirts, hoodies, socks, underwear, pants, headwear, and accessories for men, women, and kids.
• The company practices high manufacturing ethics and sources 100% mulesing-free merino wool.

Research Strategy

Minus 33

Competitive advantage

• Minus33 has 103 years of expertise in the merino wool industry.

• Merino wool clothes are biodegradable and safe for the environment. They are 100% natural.

• Minus33 provides superior quality products at an affordable price. The company gives one year warranty and produces quality clothes over quantity.

Strengths

• The clothes have a long life expectancy, between 2-4 years with regular and frequent use. Merino wool is different from synthetic garments; with special care, the wool can last longer. Some customers have Minus33 clothes for more than ten years.
• The company uses many technologies, such as small micron measurements, to give the best quality.
• Merino wool is flame retardant, itch-free, and super soft. The wool also gives UV protection up to 50+ UPF.
• This company supports the US Telemark Ski Team and provides socks to the US Luge National Teams as the official sock supplier. 

Weakness

• Minus33 doesn't have stores under its brand name and sells its products through third-party retailers.
• When customers need to find a specific product, they need to call the retailers because they only carry seasonal products and inventory.

Revenue

• Minus33 has an estimated revenue of $6.5 million.

Countries

• This company has a footprint in the US and Canada. 

Smart Wool

Competitive Advantage

• This company claims that customers feel like nothing is attached while wearing Smart Wool because of its comfort.
• Smart Wool sells outdoor clothes with a touch of art, unlike its competitors.
• It provides merino wool, which is softer than any other wool.
• It claims to be the first outdoor clothing company that revolutionizes merino wool ski socks.

Strengths

• This company makes merino wool as a performance fabric. It can be thermoregulating (cool when it's hot outside and warm when it's cold).
• The wool can keep the feet dry and warm longer than synthetic garment, or odor neutralizing.
• Smart Wool makes the clothing based on many technologies such as Indestructawool, Merino 101, and Wool Sock Technology.
• It offers a 100% satisfaction guarantee. Customers can get their money back if they aren't happy with Smart Wool within two years of purchasing.

Weakness

• This company doesn't have independent stores and sells its products through third-party retailers.
• The menu on its website does not have clothes' finder, only socks finder, even though it sells shirts and leggings.

Revenue

• Smart Wool has an estimated revenue of $13.8 million.

Countries

•  US, Italy, Germany, Israel, Hong Kong, and Australia.

WOOLX

Competitive Advantage

• Woolx offers its customers a lifetime guarantee that its socks are the softest and most durable they've ever worn; otherwise, they extend a full money-back guarantee.
• The company has been able to build customer satisfaction through its free returns and exchanges scheme; thereby, giving it a competitive edge over its competitors.
• Wools used for making Woolx garments are certified non-mulsed "and only comes from farms that absolutely do not practice mulsing." The wools are also Woolmark certified.

Strengths

• Woolx extends free shipping every day on its products, and this helps create customer loyalty.
• The company has been in the market for around 60 years, with a focus on selling high-quality clothing, and this enables them to create authenticity, excellent value, and remarkable experiences for customers.
• Woolx is also able to offer 24 hours, 7 days, 365 days a year robust customer support to its customers.

Weaknesses

• Woolx does not have the technology to eliminate the "natural wool smell that comes from the lanolin in all sheep's wools." Therefore, "occasionally some yarn will come from sheep with a naturally stronger odor, and this is usually more pronounced when the garment is wet."

• Woolx's Glaxier LS Heavyweight Crew is made of 100% merino wool and weighs 17.6 oz, and this thickness makes it "not ideal for high-output activities," as compared to other competitors heavyweight baselayers.

Annual Revenue

• Woolx's annual revenue is roughly $10.6 million. 

Geographic Footprint

• Woolx is available in the United States and Canada.
• Its products are also sold on Amazon.

RIDGE MERINO

Competitive Advantage

• Ridge Merino is committed to environmental sustainability efforts with a focus on targeting eco-conscious consumers. Because of this, the company is a "1% For the Planet​" member company, contributing "at least one percent of its annual sales to environmental nonprofits."
• Merino appeared on Outside Magazine's 2015 list of "the 5 Best Outdoor Gear Brands." This ranking gives Merino priority with shoppers who conduct online research before buying, thus a competitive edge among other competitors.
• Ridge Merino develops the "highest quality premium Merino wool base layers, mid layers and accessories that perform as well in daily life as they do in the most rigorous outdoor conditions."

Strengths

• Merino only sells online, and this means they have lower overhead costs and no additional mark-up, so their products cost less than high-end clothing competitors.
• Although the company only sells online, it offers customers who pick their orders at the headquarters a refund of whatever shipping charges incurred. This sales tactic helps them build customer loyalty.

Weaknesses

• Ridge Merino is a direct-to-consumer business, which indicates they only sell online; therefore, customers lack physical contact with the products in a brick and motor setting.
• The company's website permits online ordering; however, they do not have live customer support chat on the site for those who wish to make online orders.

Annual Revenue

• Founded in 2014, the company is privately-held and does not disclose its financials to the public. However, experts estimate the annual revenue to be roughly $1 million.

Geographic Footprint

• Ridge Merino is based "on the East Side of California's Sierra Nevada, in Mammoth Lakes, California, United States," and sells its products online in the United States.

Icebreaker

• Icebreaker is headquartered in Auckland, New Zealand and was founded by Jeremy Moon in 1995. In April 2018, it was acquired by VF Corporation. The company sources Merino wool directly from Merino farms in New Zealand. Icebreaker is sold through more than 2,500 wholesale customers and in 45 Icebreaker retail stores across 45 countries.

• Icebreaker is a fully transparent company; they took the initiative to go transparent with the inauguration of its first of a kind Transparency Report in 2018. The company publicly disclosed details about its corporate internal structure in the report. Transparency enables Icebreaker to share how they operate and track the progress of the company; the company received an Outdoor Industry Award for its first transparency report.

• Icebreaker possesses a unique selling point that breaks away from the traditional use of synthetic fabrics layer by placing on emphasis that plastic does not belong on the skin. They invented a sustainable alternative: Merino wool. Merino is five times finer than a human hair which makes it "lighter, more breathable and better insulating".

• The merger with VF Corporation (the same company that owns Vans and The North Face) now allows for Icebreaker to increase its brand awareness and market share. This, in turn, helps Icebreaker to influence the future of apparel in new markets.

• Icebreaker is at the forefront of leading sustainability. Icebreaker values and business design surrounds this concept. Icebreaker received an A+ rating in the 2018 Baptist World Aid Ethical Fashion Report.

• Icebreaker maintains a direct relationship with every level of the supply chain which consists of 81 suppliers across 63 factories. This provided better efficiency and optimization throughout the entire operation process which ultimately increases revenue.

• Icebreaker still continues to use micro-fibers in the production of its apparels although the entire brand is based on sustainability and reducing micro-fiber falls under the company's sustainable development plan.

• Icebreaker generated $125 million in 2018, a 12% growth from the previous year.

• Icebreaker has 2,579 wholesale accounts, eCommerce in 23 countries, and 45 icebreaker stores across 45 countries. The company’s primary markets are Europe, North America, New Zealand, and Australia and their network connect more than 64,000 workers in 17 countries.

Mons Royale

• Mons Royale offers the most comprehensive layering system of high-performance merino apparel.

• Mons Royale has a global fanbase that includes the "world’s best action sports athletes, Olympians and adventurers" worldwide.

• Mons Royale invests heavily in research and development. The company consistently introduces modern style technology-led apparel into the market. They recently introduced a line of apparel made with fibers used in the base layers. The material is lighter, dries faster and is more durable than conventional merino products.

• Mons Royal is sold in over 600 retail stores globally with offices in Innsbruck, Vancouver, and Wanaka.

• Mons Royale’s overall marketing strategy "is edgy, sexy and youthful, with fun imagery". This attracts millennials, of which 69% buy clothes for reasons beyond basic necessity.

• Mons Royale has a superior management system that is the single source of inventory, order and customer data which enables "accurate, data-based decision-making". This allows Mons Royale to benefit from "real-time global financial consolidation and multi-currency support for its growing global business".

• Mons Royale does not spend enough resources on social media marketing. In an interview, co-founder of the company, Hamish Acland stated that investment in social media “would have been when there were less brands active in the space and the return on investment was exponentially far greater.” A strategic social media strategy would have allowed Mons Royale to gain better insights from the early adopter fan base.

• Mons Royale has an estimated revenue of $6.4 million dollars.

• Mons Royale can be found in over 600 retail stores globally with offices in Innsbruck, Vancouver, and Wanaka.

Research Strategy

Voormi

Competitive Advantage

• The company creates strong, breathable, moisture and odor resistant, and comfortable premium outdoor apparel mainly from natural wool.
• Voormi products are made in the US by people who understand the Voormi lifestyle. The company believes in small scale production since it can be operated with a small carbon footprint and ensures the use of every functional piece of fabric available.

Strengths

• Voormi has partnerships with outdoor organizations and athletes to conduct various projects.
• The brand has earned a reputation from various outdoor athletes and organizations for the quality and the technical features of the garment.
• The company uses many technologies to prepare different types of wool garments for different outdoor needs.

Weaknesses

• The company has only two stores under its brand name, and all the other locations are third party retailers. The company has a physical presence in only six states in the US.

Revenue

• Voormi has revenue of $7.1 million. 

Locations

• Voormi has 18 dealer locations in the US, which includes two in Alaska, two in Montana, two in Wyoming, one in Utah, one in Louisiana, and 10 in Colorado.

Woolpower

Competitive Advantage

• The company uses 100% mulesing-free Merino wool in its apparel products to maintain ethical and environmentally friendly standards.
• The production process of Woolpower is quality controlled and certified under ISO 9001:2000, and each garment is stamped with the maker’s mark to ensure it meets the highest craftsmanship standard.

Strengths

• The material used by Woolpower has been tested in various environments with rewarding results and has received the ISO 14001 certification.
• The low impact environment process of the company has made them receive many certifications to strengthen the brand.
• The products have a good reputation among their customers for having good quality.

Weaknesses

• The company doesn't have stores under its brand name and sells its products through other retailers. The company has a physical presence in only fifteen states in the US.

Revenue

• Woolpower has a revenue of $13.8 million.

Locations

• Woolpower has 21 retail locations in the US, which includes two in Alaska, two in California, one in Florida, one in Illinois, one in Massachusetts, one in Mississippi, one in New Hampshire, two in New York, three in Ohio, two in Oregon, one in South Carolina, one in Utah, one in Vermont, one in Washington, and one in Wisconsin.