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Home > News Releases > High-Quality, Ultra-Lightweight Down Wear Renowned in Europe Yeti High-end Outdoor Brand from Germany World to Exclusively Sell Yeti in Japan from Autumn/Winter 2013

News Release

2013/08/22

High-Quality, Ultra-Lightweight Down Wear Renowned in Europe
Yeti High-end Outdoor Brand from Germany
World to Exclusively Sell Yeti in Japan from Autumn/Winter 2013

World Co., Ltd. will start sales of the high-end outdoor brand Yeti, sold primarily by the Danish company NORDISK in Europe, in Japan during the 2013 autumn/winter season under an exclusive sales and distribution agreement*. World will sell the brand at its directly operated stores and through wholesale to select shops and department stores.

  • *Agreement with Toray Industries, Inc., which owns the total marketing rights for the Yeti brand in Japan.


Yeti excels in ultra-lightweight down wear

Luxury down wear for mountaineering and daily living

Yeti, founded in Dresden, Germany in 1983 as a specialized maker of sleeping bags for avid mountaineers, has since expanded into highly functional luxury down wear, primarily for the European market where it has established its reputation as a luxury down wear brand. From serious mountaineering to daily living, Yeti offers a wide lineup of products. These include the “Expedition” collection, worn by professional alpinists who scale the peaks of Mt. Everest, and the ultra-lightweight “Companyon” collection for everyday use, which intertwines fashion with function and can be folded and stored easily due to its excellent packability and portability.

“Next to nothing technology” – Highly acclaimed technology and design in Europe

Yeti uses lightweight, high-quality materials and advanced technology in line with its “Next to Nothing Technology” concept. The brand’s lightest weight collection, “Companyon,” offers the dual qualities of high heat retention and strength made possible despite its ultra-light weight, with high-quality, white “crystal down” goose feathers from Poland and ultrafine ripstop nylon developed by Toray. A women’s medium-sized down vest from the collection, weighing only 99 grams, was presented with the “Outdoor Industry Award” at OutDoor Show 2012, an international tradeshow in Europe, where it was officially dubbed the world’s lightest down.

Yeti is also highly acclaimed for its design. In 2011, the brand received the “Red Dot Design Award,” considered among the world’s top three awards for design, along with the “International Forum Design Award” and “IDEA” (International Design Excellence Award). The company’s manufacturing process blends highly evolved technologies for outdoor clothing with lightweight, compact features in highly fashionable designs.

World will meet the need of the Japanese market for luxury down wear, which has sparked interest among a substantial number of highly fashion-conscious consumers and has enjoyed 30 years of market success in Europe, with an eye on creating an original product lineup catering specifically to Japanese customers.

Yeti Brand Outline


From Yeti’s Autumn/Winter 2013 collection

Brand name Yeti
yeti
Concept We make a difference for the modern outdoor generation.
Target
customers
Highly fashion-conscious men and women (between ages 25 and 35) who value authenticity in their lifestyles
Autumn/Winter
2013 collection
Prices
(tax excluded)
ItemPrice Range
Down jackets ¥47,000–¥76,000
Down coats ¥57,000–¥89,000
Down vests ¥29,000–¥39,000
Marketing
channels
Retail sales at branded stores directly operated by World, and wholesale to select shops and department stores

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Copyrights © WORLD CO., LTD. All rights reserved.