NEW YORK — Spyder Active Sports, with the backing of private equity firm Apax Partners, is preparing for major expansion in the ski industry and beyond.
The $80 million company, for years a niche player in the ski arena, is branching out for fall with more products for women, increased marketing, a larger selection of higher-end lifestyle products and plans to open in-store shops in department stores.
“I think we could triple our sales in the next four years,” David Jacobs, Spyder’s founder and president, said in a phone interview from the company’s Boulder, Colo., headquarters.
“We feel we have so many opportunities,” Jacobs added. “We feel the brand has a lot of traction now to really expand.”
As it seeks new ways to expand its brand, Spyder is bucking a trend in the wider outdoor industry, which has seen growth in large part through acquisition. Columbia Sportswear bought Mountain Hardware last year and owns snowboot brand Sorel. K2, a public company, acquired Marmot and Marker. Retailers have been consolidating, as well. The Sports Authority now owns Gart Sport, and Dick’s Sporting Goods has bought Galyans Trading Co.
Founded in 1978 by Jacobs, a Canadian-born championship skier, Spyder has made its mark targeting professional and hardcore recreational skiers with high-tech ski jackets, sportswear and accessories, all of which have the company’s distinctive black widow logo.
Its products are sold in about 500 storefronts, including some department stores like Macy’s and Marshall Field’s, as well as specialty chains such as Dick’s Sporting Goods and Sports Chalet, and ski shops.
In July, Apax Partners acquired a controlling interest in the company in a deal valued at $100 million, and now has three people on Spyder’s board.
“We view ourselves as counselors and resources,” said Paige Daly, a partner in Apax Partners. “This is a long-term investment for us.”
John Walbrecht, vice president of sales and marketing, stepped down last month after eight years. A replacement has not been named, but the company will be hiring for this post, Jacobs said. Spyder has about 75 employees.
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For fall, Spyder has a number of initiatives in place to propel its growth. On the product front, the brand has a new ultra high-end limited-edition collection with a built-in iPod designed by Apple.
“We are seeing a lot of growth in the high-end area of our business,” Jacobs said.
Other high-end collections getting more focus for fall are Platinum, a women’s line, and Legend, a men’s and women’s performance collection. Women’s accounts for about 30 percent of sales, and Jacobs sees room for growth.
The Spyder Outdoor collection is another growing venture and includes products for activities beyond skiing.
The line is a lifestyle-oriented, multisport collection featuring outerwear, pants, sportswear and accessories, said Laura Wisner, Spyder’s senior marketing manager.
Opening additional in-store shops in department stores is another focus. All fixtures and design will be done by Spyder and the merchandise will stand alone in the designated areas of the stores.
The company has stepped up its marketing with advertisements on Fox Sports, and increased outdoor advertising in markets such as New York and Chicago. It also plans to increase its print advertising.