Rip Curl parent company Kathmandu Holdings Limited has changed its corporate name to KMD Brands Limited.
KMD Brands Group CEO Michael Daly said the name change reflects a new vision for the company and serves as a way to distinguish the holding company from the Kathmandu brand.
This was especially necessary after the company added Rip Curl and hiking boot company Oboz to its portfolio. Those two brands joined the company’s heritage brand, outdoor retailer Kathmandu, which also makes its own clothing and equipment.
“Our purpose is to inspire people to explore and love the outdoors. All our brands are focused on supporting, enhancing and encouraging activities for the outdoor consumer,” Michael said in a statement.
KMD’s new strategy has four main pillars:
Building global brands
With Rip Curl, the brand is growing in North America and the company plans to make Rip Curl the “pre-eminent” surf brand in Australasia.
Kathmandu is launching in North America and Europe highlighting its Australasian heritage.
Oboz is looking to grow from its North America roots into Australasia and then Europe.
Elevating digital
Plans include investing in platforms that the whole group can use and launching new and improved customer loyalty programs.
Leveraging operational excellence
Priorities include accelerating cross brand opportunities such as supply chain and product innovation.
Leadership in environmental, social, and corporate governance (ESG)
The company is extending Kathmandu’s B Corp. accreditation to Rip Curl and Oboz and setting science-based targets aligned with the Paris Climate Agreement.
