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~ Karhu ~

KARHU:

EVOLUTION OF

AN OMNICHANNEL

BRAND

Text: Nico Hoeijmans // Photos: Karhu

It is 1916, and a new brand in Finland is born. This new enterprise produces and sells
running shoes - amongst other products. A few years later, in 1920, it is renamed to what we

know it as today: Karhu – meaning ‘bear’ in Finnish. As Karhu, the company faced highs
and lows in the years that followed. These days, the company is working on a spectacular
comeback in what has become an extremely competitive market. We speak to Timon van
den Berg, Global E-Commerce Manager at Karhu, about online cross-border strategy,
opportunities and challenges in a fast-changing market.

s Global E-Commerce Manager, Timon the company in determining the best fit for the customer
van den Berg focuses on Karhu’s online based on the product lines it offers.
Aactivities. The brand is revisiting its position
in the market. Karhu is a brand that has sold many In today’s market, Karhu is available both online and offline.
kinds of products. At this moment, though, it is It sees Europe, America, Japan, and South Korea as its most
focused on running shoes. This is the product important markets and, logically, these are the regions that
that historically brought the company its biggest the brand is focusing on.
successes. It has been a frontrunner in the field of
innovation of this type of shoes, and it still is. It, for Omnichannel service provider
example, produced the first running shoe with ‘air “Karhu works closely with retailers in the markets we are
softs.’ Continuing to do this, the company aims to active in,” Van den Berg explains. Karhu invests in these
improve its leading position in the market. retailers, offering them chances and helping create in-
store promotional materials, for example, but also photo
Recently, Karhu launched and relaunched new lines of materials that they can use online. Retailers are considered
running shoes alongside some older styles that have become an extension of the brand, which is why Karhu has set some
popular once again. Innovation is still key. To help its extensive criteria a retailer has to live up to before being
consumers get an even better fit for the product they are able to sell Karhu’s products. “Not all brick-and-mortar
looking for, it developed a 180-degree foot scan. Data assists retailers fit this match.”

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