Outdoor sports are popular with people all over the world. We challenge ourselves by climbing, hiking or cycling and in the process we explore the most unique places on our planet. We brave all weathers and dress appropriately. The online market for outdoor clothing has grown enormously in recent years.
Pernilla Nyrensten and her husband Niclas both love to travel. Together they came up with RevolutionRace because they missed a company that offered outdoor clothing with a good price-quality ratio in the online market. When they started their brand in 2014, they did a lot themselves, from creating a brand image and making advertisements to designing products.
RevolutionRace has grown rapidly and now sells to more than 20 different countries every month. Nyrensten believes that the company’s Direct-to-Consumer (D2C) strategy is responsible for this growth. This business model allows them to sell high-quality products at a competitive price. The company also does this by communicating transparently with the customer, so they know they are getting their money’s worth. They listen to the customer and involve them in the design process of the colors and patterns for the clothing of upcoming seasons. According to Nyrensten, the market for outdoor clothing was very conservative. That is why they have emphasized colors and patterns.
RevolutionRace has been a purely online player from the start. They started in Sweden, but from the beginning their goal was to sell cross border. Two years later they successfully launched their shop in Finland and Norway. Nyrensten is especially proud that RevolutionRace has been profitable in all three countries from the start.
Setting up a cross-border shop has presented a number of challenges. While Nyrensten and her growing team of (now 30) professionals have learned to deal with these challenges on the job, they have already been able to solve many problems. For example, they have opted for a local approach per country rolled out with local customer service agents from the head office in Sweden in order to offer the best possible service to international customers.
RevolutionRace is one of the first European (outdoor) brands to be built primarily on social media. Instagram and Facebook have been crucial to their success. The company has expanded its channels to communicate with customers. However, social media will always remain important, as influencers can achieve a lot and the online potential is extremely high.
Read more about RevolutionRace’s strategy in the latest edition of Cross-Border Magazine.
