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Vasque Brand Being Sunset: A Turning Point for the Outdoor Industry

The outdoor industry has seen its fair share of ups and downs, and the COVID-19 pandemic has been a significant challenge for many brands. One such brand, Vasque, has announced its decision to sunset, leaving a significant impact on the outdoor industry. In this article, we’ll explore what led to this decision and what it means for the industry.

A Challenging Environment

The pandemic has complicated the plans of many consumer brands, and Vasque is no exception. To adapt to the supply chain and demand shockwaves caused by the pandemic, the company shut down its online direct-to-consumer store for roughly a year, focusing on servicing wholesale accounts. This move aimed to help the brand navigate the turbulent market.

A Brand Refresh and New Strategies

According to CEO Wernsman, Vasque was set to launch a fresh brand refresh and footwear trends in 2024. "Roughly 65% of Vasque’s product is new for 2024," said Wernsman. "We think 2024 is going to be a turning point for the brand." However, it appears that the company’s hopes for a turnaround didn’t materialize as planned.

Retaining Employees

Thankfully, Red Wing is working to retain employees who worked on the brand, as confirmed by Gear Junkie. This smart move will help the brand maintain continuity and innovation.

Future of the Brand

Red Wing has confirmed to Footwear News that while the brand will immediately stop new product development, marketing, and purchasing, the website will remain live for the time being. Any open orders set to ship before January 2025 will be fulfilled. This means fans interested in stocking up on pairs before they disappear for good will still have a window to buy them.

Conclusion

The sunset of Vasque is a significant event in the outdoor industry, and its impact will be felt for a long time. As the brand’s products are suitable for those who value quality footwear, this development could leave a gap in the market. However, the brand’s decision to retain employees and fulfill open orders shows a dedication to its loyal following. As we bid farewell to Vasque, we look forward to seeing how the outdoor industry will adapt to this change.

Key Takeaways:

• Vasque is sunsetting, leaving a void in the outdoor industry.
• The brand will immediately stop new product development, marketing, and purchasing.
• The website will remain live, and open orders will be fulfilled before January 2025.
• Red Wing is working to retain employees who worked on the brand.