what’s working
the retail side
Another important area of change is the arrival of the company’s first non-family CEO in Bill Lawrence. Lawrence
was brought in to provide the company with some outside perspective about how to fully realize the cultural
transition from wholesale manufacturing to total vertical integration that carries from the raw wool all the way
through to the swipe of a retail customer’s credit card.
Direct-to-consumer sales channels include a catalog, about 70 retail stores and
more recently, a fully e-commerce capable website after several years of learning and
refining the company’s early online efforts.
Another interesting strategic move can be found in the build-out of the company’s
Pendleton Woolen Mills:
primary lines of business: menswear, womenswear and a home collection. The two
www.pendleton-usa.com
major clothing categories are now being sub-divided into different “lifestyle” niches,
Pendleton centennial celebration video:
in some cases with separate design and marketing teams. Lawrence says the research
bit.ly/PendletonMills
has proven that the brand can “live in different lifestyles.”
To this end, the “traditional” customer is reached through Pendleton’s long-time
Company history and processes explained:
established lines.
bit.ly/cLT8mw
Last year’s “Portland Collection” represents the company’s outreach to the
“contemporary” consumer. A strategic partnership with the high fashion design
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