New Zealand Arrives Stateside

Global powerhouse in sustainability, terrain-tested outdoor gear, and an unexpected origin story: Kathmandu is a force to be reckoned with. One of the most well-known and beloved brands in New Zealand and Australia, Kathmandu selected Chen Design Associates as creative thought partners to strategically position and ready the brand to launch for the first time in North American markets.

Scope of Work

Brand Strategy


Go to Market Strategy

Irene at a workshop

Positioning to Launch

The collaboration began with a series of workshops to uncover the brand’s truest essence in order to connect to key market opportunities and cultural movements. Together, the team analyzed the competition, clarified brand value and relevance, and generated compelling concepts for launch events. CDA honed in on the nuances of brand loyalty between New Zealand and North America, with a focus on the key differences of consumer groups across cultures. Engaging at all levels from the C-suite to the juniors, CDA rallied a group of stakeholders across 2 continents and 4 time zones to launch Kathmandu North America in a manner worthy of its stellar global reputation.

Progress animation

Armed with a clarified positioning, tone of voice, and design direction that speaks to the American outdoors, Kathmandu is able to confidently make key decisions around partnerships, channels, and product forecasting in a new and growing market.

Curiosity Conscious travel Return kinder and wiser
Kathmandu user journey