How Vaude sees eco-credentials creating loyalty with a new consumer
Known as one of the industry leaders on attempts to get climate neutral on all fronts, Head of Sales in Bike Sports at Vaude Gernot Moser says that communicating the story from bike shop staff to consumer can catch the ears of new eco-savvy and loyal customers…
How’s business been for Vaude since the world somewhat began to settle on the back of Covid’s big shake up?
The last two years during the pandemic were quite strenuous but successful for Vaude in terms of business and turnover growth. Though we had a tough and demanding period. Like other companies we had to deal with lockdowns both in the stores and in our suppliers’ countries, problems in the global logistics and so on. But as a strong brand we could benefit from the overall trend for cycling and outdoor activities and sustainable living. In fact, sustainability makes us crisis-proof. Our strong roots in a sustainable business model with solid planning and financing is a key factor for enduring success.
Your priorities are not strictly sales growth, it seems, there is a deeper message with Vaude; tell us about the brand philosophy:
At Vaude, we follow three guiding principles: Mountain, We, Forward. Vaude was born in the fresh mountain air of the Alps, and we use the mountains as inspiration behind our products. They’re made to a high standard, always taking sustainability into account, and focusing on durability, longevity, and the ability to allow others to experience the great outdoors.
The team at Vaude represents the ‘We’ part of our philosophy. Together we take a thoughtful approach to both nature and people, working together to take action against climate change and provide people with a better quality of life on our planet.
Finally, ‘Forward’ represents the eco credentials by which we are guided. As pioneers on the path towards becoming even more sustainable, we tackle challenges and smash the limits of what’s possible. It drives us forward.
Let’s go deeper on the environmental credentials upon which Vaude prides itself – what metrics have you to prove your efforts are beyond marketing?
Vaude compiles an annual full climate footprint including scope 1, 2 and 3 emissions, according to Green House Gas Protocol. All Vaude products are climate neutral by means of climate offsetting. Since 1st January 2022 Vaude has been a climate neutral company which means we fully offset our global greenhouse gas emissions.
At the company headquarters Vaude has been completely climate neutral since 2012. Our next milestone is our supply chain. We have created a reliable database that includes our at home emissions at company headquarters and also the two largest emitters from the upstream i.e., our supply chain and the production and distribution of our products.
We are transparent about our environmental journey and in-depth reports and analysis can be found on our website.
How have you found these messages resonate with different shopping demographics?
A UK study commissioned by Deloitte found that consumers value sustainable practices akin to those that Vaude value: producing sustainable packaging and products. Most Vaude packaging is made from environmentally friendly cardboard and, whilst we can’t get away from polybags, those that we do use come from recycled materials.
Then there’s reducing waste in the manufacturing process. Most of our waste is recycled. Alongside this, we are committing to ethical working practices – this is one of Vaude’s three guiding principles. Reducing carbon footprint is another pillar of our efforts. We are climate neutral as are our products. Add to that, respect for human rights.
Bike shops can pull new customers with this messaging by talking about it and sharing Vaude’s story. Consumers are opting towards products and brands that offer longevity, durability, and sustainability.
We offer all kinds of POS Material to visualise the benefits of buying a sustainable product. Bike shops can use the brand Vaude to address a sustainable target group. All POS Materials and dealer support is for UK bike shops is organised via Raleigh.
Tell us about the significant investment made in Vietnam and how this has helped the business evolve?
Our founder Albrecht von Dewitz, father of Antje, is a true pioneer of the early outdoor business and involved in backpack manufacturing for more than 40 years. He built up a manufacturing site for backpacks in Vietnam in 2009. The close cooperation in product development, production planning and sewing processes with a strong ambition for quality, functionality and sustainability in every product is a key factor for us.
Our waterproof HF welded bike paniers are 100% Made in Germany in our own manufacturing facility at the HQ, so some goods are more localised now too.
What products have you on offer specifically tailored for cycling?
Vaude offers a top to toe range of cycling apparel, hardware like bike paniers, backpacks and accessories for all kinds of cycling enthusiasts. From urban commuting to performance oriented off road mountain bike, including footwear with more than 20 styles. There is also a growing kid’s bike collection.
What’s more, Vaude established a specific bike collection for drizzly and cold winter times, as we see cycling as an all-season outdoor activity. All these products are climate neutral and sustainable. A core range of our products are on stock at the Raleigh warehouse. Beyond that, bike shops can also place orders for products that Raleigh doesn’t have stock of, and we ship from our European warehouse in Germany.
It appeared at Sea Otter Europe that there were some excellent options for the busy gravel market – what innovations make these lines a talking point in store when dressing bikes?
Gravel biking or bike packing adventure is a growing trend in the bike industry. With our competence not only in cycling, but also outdoor gear like tents and sleeping bags and waterproof packs, it perfectly fits in our product range. Vaude feels as though its messaging is resonating with a new type of shopper wishing to know more about a product’s journey
Do you find that bike retailers can also do well from stocking some of the more outdoor orientated lines, for example your camping equipment?
A fully equipped gravel bike with bags and gear is an eye-catcher for the windows. But this won’t grow sales for itself. What’s more important is profound expertise and product knowledge of the sales service staff. My advice would be to aim at a cooperation with a local camping store and guide the customers there.
What technologies both proprietary and licensed are we seeing in your fabrics?
We pride ourselves on using sustainable materials in all our outdoor gear, from organic yarns such as hemp, or cotton to bio-based plastics, plus nylon and materials from recycled household waste.
Biobased plastic: Bio-based plastic contains castor oil, as opposed to petroleum. Not only does castor oil grow without supplemental irrigation on poor soil, but it also doesn’t compete with the food chain. The oil of the castor beans produces fibres for clothing and plastic components whilst offering the same properties as conventional materials.
Biobased Nylon: This yarn is made with 62% vegetable oil and primarily castor oil, protecting the environment whilst offering better functional properties than traditional Nylon. It’s stronger, more elastic, lighter, and absorbs less moisture.
Recycled fabrics: Using waste items such as PET plastic bottles, used fishing nets, old car tires, and even coffee grounds, we’re able to create fibres that are high-quality, conserving valuable resources and saving energy at the same time. These materials can be quick drying, odour resistant, and even offer natural UV protection.
Organic cotton and hemp: whilst non-organic cotton has been dubbed ‘the dirty crop’, the story is very different for organic cotton. Farmers make the most of crop cycles and this results in no need for synthetic chemicals to grow the plants, which are hazardous to local ecosystems, the climate, and the health of local people. Natural hemp fibres, taken from the hardy plant that requires little water and no fertilizers or pesticides, can create high-quality and durable products with little impact on the environment.
Eco-finishes, PVC-free, RDS down and certified leather are also used across Vaude’s product range.
How should a shop set this product up in store for maximum impact to the browsing customer?
We offer a wide package of sales support with displays, banners, instore TVs and POS materials for our marketing focus topics. Our eco stories always can be linked to the final product.
What is your international footprint and where will we find your gear?
We are distributed in over 50 countries worldwide, but our UK bike dealer base today is quite small. As we see a growing interest in Vaude in the UK we’ve decided to focus more on the UK market than we did in the past.
How can bike shops become a Vaude stockist in the UK?
Raleigh is our Bike Sports distributor in the UK. But Raleigh doesn’t only act as a distributor. Whenever a bike shop is interested in a Vaude product which is not stocked in the UK, Raleigh acts as the connecting part between the retailer and Vaude. In such a case we ship the products directly from our European warehouse in Germany.
As we are focussing more on the UK market than we have in the past, we are looking for bike shops who are interested in selling a sustainable brand. We are open to developing strategies together with bike shops who are willing to set a strategic focus on Vaude. Interested dealers can contact either Raleigh, or Martin Reiniger who is the responsible Country Sales Manager Bike Sports at Vaude.
