Volume 24, Number 6 Oct/Nov 2016


By Robert f. Staeger Proís is leaving retail behind to pursue a direct-market strategy. Here’s why Thanks to factors both large (a changing global economy) and small (the hurdles of selling a niche product), longstanding relationships between retailers and manufacturers are being tested in every industry. Among outdoors manufacturers, companies like Maven, Kuiu, and Proís are leaving retail sales behind in favor of marketing directly to their customers. Kirstie Pike, CEO of Proís, has some insights on why the retail relationship ultimately didn’t work for her company, and why Proís is heading for the door. First, a little history: In… [Read More]