At first glance, trying to sell a garment for 10 times the price of some competitors’ products sounds like a recipe for failure. Yet it need not be, if that garment’s complete story is compelling enough. New Zealand company Icebreaker has an enviable reputation for garments that protect adventurers in rugged outdoor conditions, but a major factor in the company’s success since its establishment in 1995 is its commitment – even evangelism – to environmental protection. After all, it’s in wild environments that most of its garments are worn.
That environmental focus is the fulcrum on which Icebreaker swivels, according to CEO Greg Smith. Central to its remit as an environmentally rigorous manufacturer is a commitment to natural products made responsibly, with an audit trail to prove it. The strategy has proved to be effective commercially, but has also served well as a brand beacon, attracting both like-minded employees and customers.
Greg started his career on the floor of Michael Hill Jewellers, and over 21 years, worked his way up to become general manager of the company. At the age of 40, he made the move to Icebreaker as General Manager “for a couple of reasons, but Icebreaker’s focus on the environment and on the future was really critical to my making a move”.
Icebreaker garments do have a compelling story to tell, and it begins on the sheep’s back – literally.
Denne historien er fra March 2020-utgaven av The CEO Magazine - ANZ.
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Denne historien er fra March 2020-utgaven av The CEO Magazine - ANZ.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
There Were No Unknowns For Us
Putting discipline at the core of figurehead construction helped it survive both the global financial crisis and the covid-19 pandemic, says managing director Joe Grasso.
The Future Is Digital
We are watching a lot more television as a result of the pandemic, but as the senior vice president, head of streaming for 10 viacomcbs Liz Baldwin explains, the way we view it has totally changed.
The Ultimate Investments
With the global economic recovery from the pandemic underway, many analysts are suggesting now is the time to invest – but will whisky, soybeans or bitcoin find a way into your portfolio?
Once in a LIFETIME
CO-FOUNDER AND MANAGING DIRECTOR OF INTEGRITI PROJECTS ANDREW STENOS IS BUILDING MORE THAN BESPOKE HOMES. HE’S ALSO BUILDING DREAMS FOR CLIENTS WHO KNOW EXACTLY WHAT THEY WANT.
PUTTING FAMILY FIRST
COUNTRY LIVING HOMES MANAGING DIRECTOR MARK RAVENSCROFT HAS OVERSEEN IMPRESSIVE GROWTH, BUT NEVER LOST SIGHT OF WHAT MAKES THE SOUTH AUSTRALIAN CONSTRUCTION BUSINESS SUCH A SUCCESS.
“A SAFER COMMUNITY IS MY MAIN PRIORITY”
ULTIMATE SECURITY CEO NASSIM SAID HAS BUILT A HIGH-TECH SECURITY ORGANISATION FROM THE GROUND UP, ALWAYS WITH COMMUNITY SAFETY IN MIND AND AN INSISTENCE ON FAMILY VALUES.
We Did It Our Way.
WHEN STEVEN SIMEONI FOUNDED TAS CITY BUILDING, HE KNEW HE WANTED TO DO THINGS DIFFERENTLY.
FROM PRECISION TO PREZZEE
A COMMERCIAL PROPERTY BARON AT 24, PRECISION GROUP BILLIONAIRE SHAUN BONÉTT HAS BUILT HIS CAREER ON UNDERSTANDING THE RETAIL MARKET. NOW HE’S INTRODUCING PREZZEE, THE DIGITAL GIFT CARD PLATFORM THAT’S CHANGING THE WAY WE GIVE.
HIGHWAY STAR
IN REGIONAL AUSTRALIA, WHERE TRUCKS ROUTINELY NAVIGATE VAST STRETCHES OF HIGHWAY, THE ROAD BETWEEN AGRIBUSINESS AND COMMUNITY IS SHORT. DENILIQUIN FREIGHTERS IS AN OLD HAND AT THAT ROUTE, WHICH CEO VICKI MEYER SAYS IS ITS MOST IMPORTANT ONE.
BENEATH THE SHEETS
A GOOD NIGHT’S SLEEP GOES A LONG WAY TOWARDS MENTAL WELLNESS, AND AH BEARD CEO TONY PEARSON BELIEVES THE OFT OVERLOOKED MATTRESS IS THE ESSENTIAL INGREDIENT.
