October 12, 2011, 2:35 PM

Columbia Sportswear scales the heights of Europe

The outdoor apparel maker is rolling out e-commerce to 8 more international markets.

Lead Photo


Columbia Sportswear Co. is scaling a new height: more international e-commerce.

Columbia, No. 314 in the Internet Retailer Top 500 Guide, is rolling out new e-commerce features that now enable shoppers in Canada, the United Kingdom, France, Spain, Germany, Italy, Austria, Belgium and The Netherlands to buy locally online.

“Great brands take responsibility for creating brand-enhancing consumer experiences at every touch-point,” says CEO Tim Murphy. “Columbia’s strategic investment in building a global, multi-brand online presence reflects our commitment to the digital space as a powerful marketing platform that allows us to consistently tell our brand and innovation stories in simple, engaging ways. These sites represent a significant ongoing investment in our brands that we believe will help drive consumer demand and loyalty for the benefit of our wholesale partners.”

The new international e-commerce sites are tied to a single technology platform and feature local merchandising, pricing, currency conversion, fulfillment, payment methods and language of each country.

With the latest international additions, Columbia now sells online in 24 countries. “We are able to leverage robust feature sets and user experiences, including global product ratings and reviews, a global dealer locator, rich product imagery, 360-degree footwear viewing, and informative product videos,” vice president of e-commerce Paul Zaengle says. “Behind the scenes, a single technology platform means more efficient operations and system maintenance, and the ability to leverage technology upgrades across all sites.”

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