Outdoor company Cloudveil has recently been sold (story here)
In the rating I did on the company it didn’t come up so well in either the realm of sustainability or ethics. (Assessment here.)
I couldn’t even attempt to rate it in these areas because there was such little information available.
Jim Reilly, the new CEO has issued a statement about the future direction of the company, and sadly it appears to have missed a significant opportunity to place itself on a pathway to more ethical and sustainable production.
Essentially, key concerns for the new leadership are
- to respect and maintain the brand
- to find new consumers
- to “continue the dialogue with key consumers”.
I don’t know about you, but as a potential customer, this doesn’t greatly inspire me.
New ownership of a well known brand is always an opportunity for progressive re-positioning. It is a shame that Cloudveil appears to have missed the opportunity to catch up with industry leaders on the key issues of impact and workplace conditions.