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NOVEMBER 2015
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The Canadian Business Journal
And “Quick dry” designed to keep hands dry all
day with Accu-Dri technology that absorbs and
disperses micro-droplets of humidity.
The purpose of Kombi’s rebranding was a
successful effort to be clear and simplify the
Kombi brand to customers, which resulted in
the continued growth of the company.
“I think a lot of the growth has to do with the
communication and the clarity to the consumer,”
says Pascal. “The consumer doesn’t have a lot of
time to make decisions, and the clearer we are,
the more transparent we are, the better it reso-
nates with the consumer and they can make the
purchasing decision and buy products.”
Kombi’s rebranding initiative was so effective
that it received an ISPO Award in best commu-
nication in rebranding from within the sporting
goods industry in 2015. “Communication across
every touch point was made consistent - con-
veying heartwarming yet short, clever and
attractive,” the ISPO Award site says.
Of the products, Pascal says: “It’s going to
keep you warmer than your regular fleece or
leather glove. Because we know the compo-
nents required to create a warmer product. We
believe that our products are warmer than any
others out there.”
Happy, WarmWinter
Memories
In the company’s rebranding, Vice President
Mark Pascal and his father President Ed Pascal
connected their winter accessories line with a
family focus. “I’m a father who wants more for
my family and for families throughout Canada
from head to toe,” Pascal says.
Kombi wants to ensure that children feel
warm in frigid winter temperatures. A popu-
lar design in children’s winter wear is the side
zipper with gussets that help kids put on their
gloves. Kombi also carries a wide variety of hats
in animal designs that kids would love to wear.
These include hats called “Noah the Gorilla,”
“Owen the Owl,” and “Spooky the Shark,” which
are part of the company’s range of specialized
products for the head, body and feet.
“Our goal is to be the strongest winter
accessories brand in Canada, and to protect
families from head to toe. And the number one
most important thing we are providing to our
consumer is warmth,” he says.
A Strong Partnership
Kombi attributes a number of its products’ suc-
cess to its partnership with Gore-Tex. In the early
1980s, Kombi was one of the first brands to part-
ner with Gore-Tex, which added a “breathable
waterproof membrane” to many of its products.
“From the get-go, our commitment has been
to keep people warm all winter long with the
warmest, comfiest, driest accessories possible.
All that thanks to our long-lasting partnership
with Gore-Tex, the leader in high-performance,
durable, waterproof technologies whose prom-
ise, Guaranteed to Keep You Dry®, was right up
our alley,” the Kombi website says.
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