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Timberland bets on clothing gains

Timberland is aiming to grow sales by 50% in the next three to four years under new owner VF Corporation.

The outdoor and lifestyle brand is looking to grow its clothing arm, which makes up 21% of sales, by

approaching its 330 existing UK footwear stockists. Timberland has 100 clothing accounts.

Andy Hewat, Timberland country manager for the UK and Republic of Ireland, said: “Independents play a huge part in our business. There are several where we already sell shoes but not clothes, and we want to prove that we deserve to take shelf space away from other brands.”

Timberland wholesales at £22 for a polo shirt to £64 for an Abington jacket, with a mark-up of 2.7.

The move follows the acquisition of Timberland by US brand house VF Corporation in September 2011 for $2bn (£1.31bn), which completed this April. Timberland’s global sales were $1.5bn (£950,000) in 2012. It aims to reach $2.3bn (£1.5bn) by 2017.

Readers' comments (2)

  • I think a massive amount of work needs to be done
    On a timberland clothing line to make it commercial , I have looked at the range over 5 years and it's been nowhere near the competition , also I have 3 stores and haven't been contacted by a salesperson for years , think they are only interested in John Lewis , JD sports etc , typical American business

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  • Agree with the above comments, VF is a terrible company to do business with, staff are like robots and the finance team live in a different world to the rest of us!

    When you look at the article and they start quoting 50% increases in sales you do wonder what planet he is on or has he been plugged into the chair like the rest of them saying what they want to hear

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