Timberland is experiencing a renaissance and plans to nearly double sales
The brand was acquired by VF in 2011, and now, it's on track to amass $3.1 billion in revenue by 2019, according to VF. In 2014, revenue was $1.8 billion, Timberland's President, Stewart Whitney, told Business Insider in a phone interview.
One major reason for Timberland's recent boom is that the brand has refocused who its target customer is."We certainly weren't achieving everything that we could, and knowing who the consumer target is and what's most important and relevant to them - is it has been key to the turnaround," Whitney said to Business Insider.
The company has zeroed in on what Whitney calls the "outdoor lifestyler" (or the "OLS").
But these customers aren't woodsmen - in fact, they're the opposite of that.
"However, most of these folks live in cities, so they don't get to engage in the outdoors in the traditional sense as they would have otherwise but the outdoors is important to them, and it takes on a different connotation specifically around the social aspect of the outdoors now, whether that's walks in the park, whether that's doing green activities in the city, et cetera," Whitney said. "You know, it's a real opportunity for them to explore their everyday [life] and do it in an adventurous way. In fact, that's our promise - to deliver every day adventures to the consumer."
Judging by the brand's Instagram account, it's a very specific sort of adventurer Timberland is after - the kind who finely curates his or her Instagram photos and shops at organic farmers' markets.