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VAUDE & EDELRID - successful brand affiliation
11
Feb '08
In a collaborative brand affiliation, VAUDE and EDELRID joined ranks in August 2006 to emerge as a leading full-line provider in the market, covering the entire textile and hardware spectrum for all mountain sports activities.

Since that time VAUDE and EDELRID have grown closely together. In product development, logistics, distribution, sponsoring or the Eco-Audit, both brands have profited from the successful integration across all segments– but most importantly, retailers have also profited.

VAUDE and EDELRID are making headway in their respective areas of competency from this strategic partnership. VAUDE has expanded upon its years of textile competence; EDELRID has laboured on its deeply rooted hardware competence. The competent EDELRID development team, boosted by professional climber and extreme mountaineer, Daniel Gebel, is currently bringing on a major product offensive.

The first outcomes could already be seen at the Outdoor Trade Fair 2007 – above all the innovative, foldable climbing helmet Madillo, which was the only product in the entire fair to be honoured with the Outdoor Industry Gold Award. In focusing its competencies, EDELRID has taken on the VAUDE subsidiary Lucky.

EDELRID is now responsible for the development and production of the Lucky climbing hardware, which will no longer be sold under the Lucky brand name. As of 2008, the karabiners, crampons, ice tools and picks of the Lucky assortment will be sold under the EDELRID brand name.The experienced EDELRID sales team has also taken over distribution for the Markill subsidiary, specialist for stoves and hydration systems.


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