Every sports and adventure lover will have a Woodland product on their shelf. This international brand has a special place in people’s minds for its classy designs and durable materials. A Canadian brand, Woodland entered the Indian market in 1992. It has been a long journey for the brand but was worth it.
Today, Channel I Am takes a look at the growth of this Canadian brand that turned out to be Indians’ favourite.
Woodland has an interesting history. Its journey began in Quebec, Canada, in the 1980s. Its parent company, Aero Group, has been renowned for its outdoor shoes. During that time, the company’s focus was exports and specialized winter boots for Canada and Russia. Like every successful business, it expanded over time. The group currently has more than 20 facilities and exports to more than 50 countries.
When Russia became USSR, the group decided to try its luck in India. It introduced the first hand-stitched leather shoe in India and it became a great success, marking the beginning of the brand ‘Woodland.’ When the brand entered the Indian market, the market scenario in India was in an unorganised shape. It flourished following the retail revolution that began with globalisation. Soon, Woodland got a foothold in the Indian market. It emerged as a pioneer in outdoor gear. In India, besides the 600 exclusive outlets, the brand has shelf space in 5,500 multi-brand outlets. Records say that India is Woodland’s biggest market. It contributes to 80 % of the group revenue.
Now, Woodland’s arena is not just limited to exports. Over the years, the brand started experimenting with shoes, sportswear, and apparel. Recently, it tied up with Polartec. This association would lead to the production of waterproof fabrics which will end up in making waterproof products such as rain shells, gloves, shoes and other applications.
The story does not end here. Woodland ensures that its business is sustainable. For instance, the products’ hangtags and the company’s business cards are printed on 100 per cent recycled paper. On the innovative side, it blends activity-focused designs with technologically-advanced materials. And, it strives to achieve 15% year-on-year growth every year.
