BUSINESS PLAN

EUROPE

Introduction

Wild Roses has been a well established brand in the outdoor industry since the 1990’s. It was born to
target exclusively the female outdoor consumer with its dedicated design, fit and features.

The clear message and claim “for women only” was a true and authentic message for what the
collection did stand for and had no equals in the whole outdoor industry. In fact all major brand did
and still do carry male and female lines.

A dedicated and exclusive line for women without compromise might – at first sight – limit the
potential for the business but allows to position the brand clearly in an overcrowded market where
all players, even the biggest ones, are fighting hard to get a defined and strong identity.

Despite its image and appealing design/product and some good sales in a few countries in Europe,
the brand failed to become a steady presence in the outdoor business mainly due to:

- Poor planning and weaknesses in the timing

- Late deliveries

After another try in 2009/2010 and under a new Swiss ownership the brand did definitely stop in
2012 and has no longer been in the market place since then, excluding for some close outs.

The aim of this business plan is:

1. To give a brief overview of the European outdoor market

2. To explain where to position Wild Roses in the market place
3. To explain the product, marketing and sales/distribution strategies
4. To introduce the structure and organization for this plan
5. To show the business and financial evaluation that are realistic in a period from 2019
(1st year of revenues) to 2024 (5 years)