About the Company

Anchored in the outdoor industry, prAna was an early player in yoga and climbing. In the early 2000’s however, prAna lost market share in the ever-exploding category of yoga and found itself up against a ceiling in both the world of climbing and distribution opportunities in the outdoor marketplace.

Our Partnership

The challenge was to devise the multi-channel strategy and implementation plan that would leverage the key brand ethos and expand product distribution channels into new communities to spur growth. The starting place was a clear understanding of the paths customers took to loyalty and the key beliefs prAna customers valued most.

Strategy Focus

The resulting brand positioning and business strategy lead to the implementation of a new relational database, direct to consumer catalog, eCommerce website, fully integrated social media campaign, customer acquisition tactics, and a data dashboard focused on LTV, brand equity, and customer migration.

Demonstrated Impact

In a span of three years Prana was the Fastest growing company in the outdoor industry, doubling its wholesale business, growing direct sales 30%, and the company overall 4x. In terms of KPI’s contribution dollars grew 45%, the overall customer file doubled, and the loyal customer file grew 43%. “For the first time in two years the program is really pushing past our expectations. In many ways it validates the strategy. It was a lot of work, but I wanted to say thank you for all your efforts in getting us on this path.” —Rich Hill, VP of Sales