Research & Design Brief
Overview and Company Background
Alps Brands® is a family-owned company based in New Haven, Missouri. It started in 1993 with the goal of creating high-end camping and mountaineering products with a low-end price tag. Today, it designs and manufactures sought-after outdoor gear that is sold direct-to-consumer, as well as through trusted retailers. The company name is an acronym for "Active Lifestyle Products and Services.”
Target Audience
The company’s target customers include avid backpackers, hunters, and hikers, as well as families interested in camping and spending time outdoors. They have product lines that appeal to both advanced and beginner levels.
Brand Mission and Vision
The Alps mission and tagline is, “Exceed Your Expectations.” Their vision is to enhance and enable active lifestyles in the outdoors.
Competitors
MSR, GSI, Snow Peak
Compelling Offerings
Within the Alps family of brands is three primary product lines: Alps Mountaineering, which creates high-performance camping gear such as tents, sleeping bags, and camping furniture; Alps Outdoorz, which specializes in hunting gear; and Cedar Ridge, which provides “starter” camping gear for novice campers and budget-conscious consumers. Alps also produces products in partnerships with other brands, including Browning Camping, Delta Waterfowl Gear, NWTF, and RMEF.
Supporting Data
According to the Outdoor Industry Association, the outdoor recreation industry comprises a large part of the U.S. economy, making up $887 billion of annual consumer spending. Additionally, a 2018 report from the Bureau of Economic Analysis revealed that the outdoor industry accounted for two percent of growth domestic product. As such, recreational outfitters such as Alps Brands are poised to take advantage of this booming market and its potential for future growth.
