sale of Cloudveil – a wasted opportunity?

Bogong High Plains, VIC

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.

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About Cam Walker

I work with Friends of the Earth, and live in Castlemaine in Central Victoria, Australia. Activist, dad to Tali & Mia, mountain enthusiast, climber & would be telemark skier.
This entry was posted in adventure sports. Bookmark the permalink.

One Response to sale of Cloudveil – a wasted opportunity?

  1. Maria says:

    Spyder Active Sports (Spyder Skiwear) were the owners of Cloudveil having purchased it a number of years ago they have never been Eco minded (I was their designer some years ago based in Boulder Co) See if you can find any info under the Spyder active sports umbrella

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