Pearl Izumi: Rewriting the brand DNA for Europe
Now cut free from Shimano’s ownership thanks to a buyout by United Sports Brands, there is hope that PEARL iZUMi finds a new identity with the local bike shop still very much part of the story. Rob Sprengers, Sales Manager Northern Europe and co-Brand Manager for PEARL iZUMi, gives us the latest…
Has much changed with Pearl Izumi since the United Sports Brands, or is it almost business as usual?
United Sports Brands bought PEARL iZUMI in May of 2022. The reason is that PEARL iZUMi is an iconic brand with a rich history and also that the brand is an authority on technology. Therefore, we are working hard to reposition the brand so that this rich history and deep knowledge of technology and innovation become our hallmark again.
Since the purchase we have been very busy, integrating Pearl into USB and preparing customers for the official “launch date” of when we can hit the ground in the European market.
Have any investments been made to take the brand forward in terms of people, production, R&D or other?
United Sports Brands Europe is investing in building the depth of the team. We hired the people we see as the best of the best in marketing, IT, product and design, sales and more. All of these skills are needed to create top notch apparel and footwear for the British and European consumers; to get the brand back where it should be.
As PEARL iZUMi in the US is one of the leading cycling apparel brands in the market, that goal is mirrored for Europe. With the experience United Sports Brands has with the other brands in house and the new PEARL iZUMi Europe team, we are convinced we will get there.
For those considering their stocked clothing options where could store managers see and feel the product before they order?
For 2023 we are planning to attend the biggest cycling shows and fairs throughout the UK and Europe to share our new DNA, show our product-lines and tell our story. In the meantime, for any partnerships store managers can reach out to me personally by emailing. Likewise, if you are an agent with a great network in the cycling market and you are interested working with PEARL iZUMi, feel free to contact me too.
Clothing and footwear has become a notoriously tricky business for the indie stores. What terms does Pearl offer the stockist that make it an attractive proposition?
We want to become a reliable partner in cycling apparel and shoes that thinks long-term and allows its customers to grow with it, focusing on what our customers actually want. The aim is to offer a clearly defined and transparent product range tailored to each individual shop, equipping it with the necessary (point of sale) materials and tools to achieve optimal sales. In doing so, as with our other brands, our mission is to oversee a stable pricing strategy in the market.
As for merchandising in store, what tips would you have to shop staff to set up the product in store most effectively to draw customer interest?
We are focussing on staff training for the staff to become brand experts. Via point of sale material in shop we can show what we stand for and explain the differences within our product segments to the end consumer. This way we can create clarity and help the consumer with decision making. Simplicity and transparency are key.
Talk us through the price point structure and any adaptations to the catalogue for the season ahead?
Within the stockist program we have made a clear segmentation of “good, better, best”. This gives us a fantastic range of products for (almost) any kind of rider.
One of the differences is the fitting. Let’s say from a ‘baggier fit’ in our entry level-range, to a more slim/race fit, e.g. from a real comfortable jersey, to a ultra-light highly breathable aero jersey and so on.
For the season ahead, spring/ summer 23 and fall/winter 23 we have already made a cut in the range. So, for the retailer its less products to carry, but great products for the European consumer. There are already some new products in this line and from Spring/Summer 24 even more new products and designs will be added to our ranges.
What technologies feature in the fabrics used and how can these be explain to consumers in an effective, jargon-free manner?
PEARL iZUMi, uses different kind of technologies. Some of them are in-house patented technologies like: AmFib, PI Dry, BioViz, In-R-Cool. Outside of these, we also work with external acknowledged partners like Polartec and Primaloft.
For examples of the fabrics put to use: to keep you warm and dry we utilise Polartec NeoShell, Amfib softshell and PI-Dry water-shedding technology. Meanwhile, for reflectiveness there’s BioViz technology.
What many people don’t know is that PEARL iZUMi, in comparison to most of its competitors, designs and produces its own chamois. We don’t use a chamois of the shelf; no we design, develop and produce our own. It’s a high quality chamois for the most comfortable riding experience. You simply need to try it.
Now the brand has very much become a separate entity from Shimano, how will it be marketed to raise its profile?
For PEARL iZUMi, there are four things that are top priorities for us. The first is rewriting the brand’s DNA and aligning it with the European market. From the creative concept to the positioning and design, everything will be scrutinised and adapted to the direction we want the brand to take. The aim is to fully implement this new DNA from 2024, but it can be recognised in our communications and event planning from 2023 onwards.
The second priority is to build relationships with retailers and with the end customer. We will do this on several fronts: at events and fairs, through presence on social media and we are exploring the possibilities of having a presence again in the pro peloton. Marketing our brand will be a real priority for us.
A third priority is to build a qualitative and selective distribution network where all parties have a consistent pricing policy and work closely with our partners.
Finally, we want our brand to reach different consumer groups through a clear product structure in our range. Consistency in this area will be the guiding principle.
For stockists wishing to try the brand, what would you recommend as best-selling pieces and performance highlights in the range?
We have amazing products in every line and segment. From our exclusive Polartec Neoshell Jackets to our gravel specific Expedition products. While every shop or partner has its own target group, first understanding their customer target group is very important. We are happy to give your staff advice on which products to take on board for your demographic. As I mentioned, I’m a big believer of partnerships and working closely together.
Tastes differ between the USA, EU and UK – are you bringing in a select range or the whole catalogue?
Range and product wise, we have the advantage to take the best products from the US range and besides that our product managers and designers are adding EU specific products to our range to give our dealers and British and European customers the best possible product range we can give.
What portion of the catalogue is tailored for female cyclists and what differs in the construction and technologies utilised?
PEARL iZUMi has always been known for its female cycling apparel range. Within are many great products, designs, fittings, and the high quality that we are known for. As this segment is growing we will keep this as a priority within our range.
What are United Sports Brands’ goals for the brand going into the future?
The goal of United Sports Brands is to rebuild the brand of PEARL iZUMi and be a leading cycling apparel brand within Europe again. This will be delivered with a clear DNA, great products and designs, high quality and innovations.
For our partners we will be a trustworthy ally. We will give you the tools to be successful with our brand and we will do what we say we are going to.
