Columbia Sportswear

Columbia Sportswear, one of the world’s top outdoor-wear manufacturers, recently relocated its EMEA headquarters to Geneva. General Manager Paul Gils talks about the move and how it fits in with Columbia’s objectives.

“Geneva is good for the image of our company”

• Columbia’s operation in Geneva
• Entered European market in early 90s
• Moved EMEA headquarters to Geneva in 2005
• 2006 turnover: direct business: 200mn US dollars; through distributors:80mn US dollars
• Geneva office includes teams with Europe-wide responsibility: full product teams for apparel and footwear, legal department, HR, sales and general management for all brands (Columbia Sportswear Company™, Sorel, Montrail, Mountain Hardwear).  

Why did Columbia relocate to Geneva?
When I came on board three years ago, it was obvious we had to centralize: our Sales Manager was in Strasbourg, our Apparel Director in Denmark, our Footwear Manager in Chamonix, etc. We wanted to build up a European apparel product team with a wide range of nationalities and, to attract that kind of talent, we needed an international environment. Geneva is very good from a recruiting stand-point – it is easy to get top people to move here. Geneva has lived up to our expectations. We have over 10 nationalities in this office and – something we hadn’t planned - most of them were recruited locally.

Was the Economic Development Office able to assist you in any way?
They gave us a lot of practical help, for example, by showing us office space and explaining the advantages and disadvantages of different areas of Geneva. We had a real estate broker, of course, but it was interesting to get an independent opinion. They also introduced us to the Director of Gillette - a random choice as Gillette has nothing to do with our business. It was useful to hear him talk about his experience; for example, he advised us to get HR management on–site at the Swiss headquarters as soon as possible to help with recruitment. We are now starting to explore whether we should buy our own building in Geneva, and the Economic Development Office is being very helpful in showing us locations.

How does Geneva “fit” with Columbia’s objectives?
When you think of Geneva, you think of mountains and skiing. We are a brand that does 60% of our business in winter outdoor apparel so Geneva is good for the image of the company. We try to use the local environment. When we do an event like Rideweek in Courchevel, we can bring customers and journalists into the office and then drive them to the mountains. The link-up would be much more difficult if we were based in London or Paris. We are also closer to our athletes that test our products. For example, Géraldine Fasnacht, the extreme skier and snowboarder who lives in Verbier, is somebody we talk to on a regular basis. Even our own staff can try out sample products over a weekend.

The fact that Geneva has such a handy, easy-in-and-out airport is very important for us. Our employees are often traveling for business and people come to see us, so it is convenient to have a good service to most main cities in Europe. I have to say that adding a few more parking places would be great.

Columbia is known for its extensive, innovative product line. In what ways does the company promote innovation and creativity inside the company?
Columbia has certain values and one of them is “stay ahead of the game”. In business, there is no room for complacency: you are always under attack from your competition and the consumer is always moving on so you have to innovate all the time. But new ideas also have to be “payable”, which is doubly difficult. Anyone can create a great new ski jacket that costs 1000 euros. Creating a great new jacket that costs 100 euros – now there’s a challenge.

Columbia sponsors a number of sports events, notably Rideweek. Geneva offers so many opportunities for great skiing, how do you choose your events?
I prefer the word “partner” to “sponsor” because we do more than just put our name on this event. We have a good relationship with Courchevel. We also do a few other events at other resorts, for example, in Les Arcs, the outdoor games in Interlaken, and the Freeride event in Verbier. We select our sites and events based on the chemistry between our brands, the local people who are instrumental in making them happen and how our athletes feel about the events. Skiing is not our only activity; we cater to the outdoors – the soul of the company is that, whatever the weather or the season, if you are outside, you should be able to wear Columbia.