Craghoppers will use Gore-Tex fabric instead of eVent fabric from Autumn 2008. Craghoppers Managing Director, Jim McNamara, says on the company web site: “We are absolutely delighted to have been given the trade mark licence by Gore and see this news as an endorsement of the growing success of our brand as the travel authority."
Gore have been researching new markets and distribution routes for the last 10 years and have chosen Craghoppers as the route to new consumers looking for more casual lifestyle orientated clothing according to the Craghoppers web site.
The move away from eVent to Gore-Tex will not effect Craghoppers use of AquaDry fabrics in its range of jackets designed for the hill walker and outdoor enthusiast.
This now leaves only Vaude, Rab and Montane using eVent waterproof and breathable fabrics in the UK, a material that is regarded by many as having a performance edge over Gore-Tex. Gore plans a massive marketing campaign in the Autumn to introduce its new ProShell range which will make it even tougher for the users of eVent to maintain or increase market share.
This is not the first time Gore have managed to fight off competition. Many users of Sympatex eventually moved to Gore-Tex and recently Lowe Alpine switched to Gore fabrics from its successful Triplepoint Ceramic brand of waterproof and breathable fabric.
For more information go to the Craghoppers Web Site
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By Graham Thompson
Tuesday, 26 June 2007
Posted by Trail at 14:47