We’re delighted to interview Thomas Coxon, marketing manager for one of Britain's leading outdoor brands Sprayway.
We met Thomas to find out what a typical day is like at the brand, where the team get their inspiration from and what they have in-store for SS15 and for the future of the prestigious British brand. Here is what Thomas (to the left) had to tell us...
It was started out of a garage in Chorlton, Manchester. Our founders John Hunt and Simon Wright set out making sailing clothing as a natural extension of their passion for competitive dinghy sailing. They were also keen mountaineers and recognised a lack of solid, durable and waterproof climbing clothing at the time. Driven on by the infamous Manchester rain surrounding them, the two began manufacturing coated waterproof jackets. The rest, as they say, is history.
We have a team of approx.15 at our office, a sales team on the road and distribution partners around the world. As part of the OSC group we also have access to our joint warehouse, accounts and sales office.
Hectic! Its different everyday depending on the time of year (Trade shows, Launches and photoshoots etc) but usually its meetings, emails and organising our sales team with the tools to sell and to and service our retail partners.
Remarkably popular. They were made as a limited edition to celebrate turning 40. We used the colourways from Alison Hargreaves’ Alpine suit as a respectful nod to her memory. I have seen them in the strangest of places and still smile when we see them at trade shows on rival brands stands.
We only made 300 of them and they were given to friends of the brand and competition winners although the production colours have sold in very well too.
The All Day Rainpant is and continues to be our best seller. It’s a stand out product from our range that has been copied by many but bettered by none.
We are very much a British walking brand so don’t chase the alpine look or locations abroad. We very much believe we should shoot our product in the places it will be used most which is why Snowdonia, the Lakes and Ben Nevis are perfect for us. Britain has some of the best locations in the world; we would be mad to not use them.
SS15 is already done. Snowdonia was again the location. We are shooting AW15 next (albeit a little late) and we will be using the Peak District National park as our base. We have an agreement with Visit Peak District and the area offers some stunning views. It’s also right on our doorstep so it’s ideal.
I am in the lucky position of having absolutely everything I need from our range whenever I need it so I couldn’t say I have a favourite. Though that said the mountain range product we produced for AW14 is by far my most used. The Grendal in particular is a superb piece of kit.
The challenge is time and resource. As a small team we have to make every penny and second count but in the 3 years I have been on board I can’t say I have faced any big issues. The team work so hard that it’s a joy to work alongside them for the next big launch or event. Other brands in our sector have bigger marketing budgets and much more resource but I wouldn’t change a thing; I’m learning a lot.
I have been lucky enough to have a few; working as a junior lecturer shortly after graduating was a great start. Being part of the very small team at Hilly socks whilst we repositioned the brand before OSC bought the company and to present day where every event is trying to be better than the last. The barometer for me is also the response we get from retail, consumers and from the press. I don’t think Sprayway has had such positive product reviews since the 90’s when there wasn’t nearly as many brands or competing product in our sector.
Trying to avoid clichés; its being part of such a close team. The product team work tirelessly to create product that the sales team can sell; I am there to connect the 2 and to try and add the sparkle.
Work hard and smart but always think ahead. Marketing changes from day to day and you need to react to all manner of things. That will set you apart I would also say always give more than is expected of you; my previous assistant worked for me for a year and went above and beyond to get the job done.
It wasn’t long before another brand came in and offered him a job that was too good to turn down. He’s proof that taking a chance at the start pays dividends later on.
A true British family walking brand and one that consumers and retailers trust.
I have touched on the AW14 mountain range already but it really was a turning point for us. The product has always been high quality and technically strong but the direction and strategy is now tighter. From the top down we know who our customer is for each range. This will be more evident for the brand in the future. We have some pretty exciting partnerships and collaborations that will come to fruition before the year ends too.
Check out our full selection of Sprayway products, or for more information you can contact a member of the team on 01706 218207.
Here is a great little interview that we did with Glenn from outdoor equipment specialist Vango. Renowned for their high quality equipment, including the latest AirBeam® inflatable awning, we chatted to Glenn to find out more about their products and his best tips for exploring. What is your full name and  job title? Glenn, Product […]
We are very proud to offer Outdoor Revolution’s high quality motorhome and caravan awnings. So we caught up with Sales and Marketing Director, Phil Haynes, to find out what it is like working at Outdoor Revolution and all the new and exciting products that are planned for 2015. How long have you been with the company? 5 […]
Kate Humble has become a beloved mainstay of British television, having presented some of our most iconic shows, including Springwatch & Autumnwatch, Countryfile, Lambing Live, and many, many more. Kate is also one of the British countryside’s most earnest supporters, and has a real passion for encouraging people to get outside and enjoy the great outdoors. We were incredibly […]
