Johnson Woolen Mills Launches New Products & Marketing Focus

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Johnson Woolen Mills Launches New Products & Marketing Focus

Wed, 07/16/2003 - 8:00pm -- tim

Johnson Woolen Mills of Johnson, VT has announced the addition of several new products to its line of famous outdoor clothing. In combination with the announcement, the company has developed a new marketing focus to compliment its current concentration on rugged outerwear for the outdoor enthusiast. According to Johnson's Steve Salls, "for 161 years Johnson Woolen Mills has been renowned for its line of rugged, durable and functional clothing for the outdoors. Certainly, that tradition will continue. In addition, however, we have determined that this fabulous line of Vermont made clothing has remarkable appeal to fashion conscious consumers as well, and not just for men. Many of our newest products are for women and children and we see that as a significant growth area for the company. We are now seeing our products sold in fine, up-scale ladies', men's and children's stores as well as our traditional outdoor retailers. We are also in the process of working with the overseas
market.
As an example, we have opened several new dealers in Japan where there is a surprising demand for our most traditional patterns. They love 'Made-in-Vermont'." Salls, who heads up the marketing and sales efforts for Johnson Woolen Mills, says that the new marketing focus is extremely important to continued company growth. "With the opening of these new retail markets, we no longer have all of our eggs in one basket. For this very traditional company, that is a real departure, but a very good one."