Industry News 2/6/2007

Gregory Packs Retains Factory Design Labs to Energize Branding, Marketing Efforts

Gregory Packs Retains Factory Design Labs to Energize Branding, Marketing Efforts
Factory’s strategic and creative involvement to help Gregory more effectively tell the brand’s story to consumers, retailers.

TEMECULA, Calif. (February 6, 2007) – Gregory Mountain Products, the international market leader for three decades in backpacks for the full range of outdoor activities, has retained Factory Design Labs to oversee its branding and marketing, effective immediately. Factory will help Gregory target its communications to its consumers through a variety of print and web efforts.

“We view bringing Factory on board as an opportunity to expand people's understanding of who Gregory has always been and where we are going as a newly invigorated international brand,” said Gregory President John Simons. “Striking out into our fourth decade of making the best packs in the world, it’s essential that we do the best job we can of conveying the excitement, optimism and fun that we’ve been feeling here at Gregory to our dealers and consumers. Factory is the right partner to help us build that big-picture brand recognition.”

Factory was chosen because of its track record of effective, interactive communications in the outdoor and lifestyle markets, and because it understood the Gregory brand’s heritage and shared the vision of where Gregory is headed as it moves beyond its 30th anniversary, Simons said. 

“Gregory Mountain Products is an iconic brand within the outdoor industry,” said Scott Mellin, CEO of Factory Design Labs. “Our staff has huge respect for the product and people and look forward to propelling the brand into a much larger consumer group throughout the world.”

For more information about Gregory Packs, visit www.gregorypacks.com.

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About Gregory Packs:
Celebrating its 30th anniversary in 2007, Gregory Packs has been the longtime international leader in expedition, backpacking and day packs. Gregory is world-renowned for setting standards for durability, comfort and performance in backpacks. In the last three years, Gregory won awards for its pack designs from such diverse media outlets as Backpacker Magazine, Popular Science, National Geographic Adventure, Consumers Digest and Alpinist Magazine. Responsible for many industry firsts in backpacking fit and design, the Gregory research and design team, including company founder Wayne Gregory, continues to lead the way in innovative backpack technology and performance. The company in recent years has expanded into lightweight packs, sport-specific packs, and travel, commuter and lifestyle products.

About Factory Design Labs:
Factory is the culturally relevant, consumer activation design collective focused on the sports, automotive and entertainment industries and specializes in creating unique strategic solutions that connect brands and their consumers.  In addition to Gregory Packs, Factory also works with Audi of America, Oakley, Intrawest Colorado, Brine, Rawlings, Palmer Snowboards, Sports Authority, Sony Pictures, Dell, AdamSandler.com, Paramount Pictures, Boa Technology, Optic Nerve, Sports Specialists Limited, Copper Mountain, SCARPA North America, SCARPA Italia, and Winter Park among other national and global brands. For more information, check us out at
www.factorylabs.com.