Marmot B2B Strategy

Marmot, a globally recognized leader in outdoor equipment and apparel, approached Ablestar to strengthen their B2B strategy and support the launch of their new Mad River sleeping bag range. With the goal of capturing the attention of retailers across Europe, Marmot needed a strategic plan to align their B2B efforts, optimize retailer relationships, and create an attractive product launch framework

The Challenge

The launch of the Mad River sleeping bag range presented unique challenges:

Activate retailers across Europe: Generate excitement and engagement among retailers for a new product in a competitive market.

Strategic Alignment: Create a clear, unified B2B approach to effectively roll out the product while supporting Marmot’s overarching growth strategy.

Market Fragmentation: Address regional differences in retailer expectations and purchasing behavior across European markets.

The brief was clear: design a B2B strategy that would capture the attention of retailers, communicate the value of the Mad River range and strengthen Marmot’s market position.

Objectives

Successfully introduce the Mad River sleeping bag range to retailers across Europe.

Develop a clear and actionable B2B growth strategy to align internal teams and partners.

Create a sales and engagement framework to optimise Marmot’s relationships with key retail partners.

Approach

Market insights and retailer analysis

We conducted research to understand the European B2B landscape, retailer needs and competitive dynamics. To ensure the Mad River sleeping bag range received maximum attention from retailers. Based on these insights we developed a product launch framework.

Positioning strategy: Positioned Mad River as a must-have product for adventurous outdoor enthusiasts, with a focus on comfort and performance.

Key messages: Created a story that directly addressed retailers’ priorities: consumer appeal and Marmot’s trusted reputation.

Sales support tools: Provided Marmot’s B2B teams with tools including a B2B campaign site (developed by sister company Craftmore), direct mailings and datasheets.

Results

Retailer engagement: Marmot successfully secured buy-in from top-tier retailers across Europe, leading to pre-orders.

Strategic alignment: Equipped Marmot’s internal team with a clear roadmap and tools to efficiently execute the product launch.

Market positioning: Innovatively positioned the Mad River range in the competitive landscape through a high-end campaign website.

Growth potential: The campaign laid the foundation for deeper relationships with European retailers, supporting Marmot’s long-term B2B strategy.

Check at www.madriver.marmot.eu