Restructuring of an American outdoor icon

Following the merger of European and North American entities of a large international outdoor brand ADMETAM has been asked to support and accelerate the recovery process of North American entity. Company faced significant difficulties with large losses and cash burn which were needed to be resolved quickly including brand and product positioning difference between Europe and US.

ADMETAM has developed and implemented a comprehensive restructuring programme exceeding 10 Mil. $ of savings and 5.5 Mil. $ improvements in working capital. Complete transformation from heavily manufacturing and distribution-based business model to sales- and marketing-oriented organisation was carried out.

Own warehousing and logistics were outsourced to 3PL provider. Shut down and closure of old wool mill was initiated. In parallel a complete business plan reflecting both strategic (brand/ product/ marketing), operational and financial implications for the new smaller mill with fresh new product line and an efficient, lean manufacturing footprint was developed.

Adjustments to brand collection (size/ styles/ pricing), customer base (size/discount policy/terms/ brand positioning) and agent network were carefully planned and implemented in order to ensure smooth transition to unified recognized brand. Clear strategy for finalisation of integration of North American entity in Group structure was prepared.