Interviews
Rebranding of a base layer giant after 25 years of success
11 Dec '09
2 min read
To celebrate 25 years of building the best base layers made in the USA, PolarMax is undergoing a genesis. As part of their continued growth and planning for the future, PolarMax is executing a major rebranding that will encompass marketing, product and sales strategy and result in a finely tuned package with consistent messaging, state of the art web tools and a retailer story and top tier support.
The effort includes launching the new PMX brand, introducing a new partnership with Cotton, Incorporated and TransDRY moisture management technology for cotton, a partnership with X-Games, and celebrating PolarMax's commitment to their community by working with NC State University's 1B4NC program.
“After 25 years, PolarMax is still preparing for the future,” said Randy Black, President of Longworth Industries, parent company of PolarMax, PMX and XGO technical base layers. “Our international and fabric sales are way up, and our domestic sales have even realized gains.” Black continued, “these, combined with expertly managed inventory and increased service will enable us to invest in the company and provide a stable business platform for PolarMax and our retailers for years to come. We're very proud to be the only base layer manufacturer to build 100% of our product in the USA, and to have created the highest quality products and jobs here in the US since 1985.”
With increased sales, profits and service, fresh inventory and a 95% on-time delivery record, PolarMax is looking toward the next 25 years. Within the last 18 months, PolarMax has hired a new Director of Marketing, new graphic designer, web design firm and full service PR firm. They have also added warehouse space and new offices, investing in the future of the company.
Other efforts inspired by, and in support of PolarMax's 25th anniversary include a packaging initiative that uses recycled, recyclable and re-taskable packaging printed with soy-based ink.
The effort includes launching the new PMX brand, introducing a new partnership with Cotton, Incorporated and TransDRY moisture management technology for cotton, a partnership with X-Games, and celebrating PolarMax's commitment to their community by working with NC State University's 1B4NC program.
“After 25 years, PolarMax is still preparing for the future,” said Randy Black, President of Longworth Industries, parent company of PolarMax, PMX and XGO technical base layers. “Our international and fabric sales are way up, and our domestic sales have even realized gains.” Black continued, “these, combined with expertly managed inventory and increased service will enable us to invest in the company and provide a stable business platform for PolarMax and our retailers for years to come. We're very proud to be the only base layer manufacturer to build 100% of our product in the USA, and to have created the highest quality products and jobs here in the US since 1985.”
With increased sales, profits and service, fresh inventory and a 95% on-time delivery record, PolarMax is looking toward the next 25 years. Within the last 18 months, PolarMax has hired a new Director of Marketing, new graphic designer, web design firm and full service PR firm. They have also added warehouse space and new offices, investing in the future of the company.
Other efforts inspired by, and in support of PolarMax's 25th anniversary include a packaging initiative that uses recycled, recyclable and re-taskable packaging printed with soy-based ink.
Polarmax / Longworth Industries
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