German manufacturer aims to bag PH market

THE country’s promotion of adventure tourism is creating a good business opportunity for German backpack manufacturer Deuter.

“The Philippines is an example of a growing market for us. We are satisfied with our (sales) performance here because of your growing outdoor community,” said Deuter International Sales manager Melvyn Jones.

“Your promotion of adventure tourism encourages more people to go outdoors, to get out. It also encourages people to buy the proper equipment for hiking, biking or mountaineering,” Jones said.

Jones was recently in Cebu together with other top officials of Deuter Germany to introduce Deuter’s Fit Center in Cebu, the fifth Deuter concept store in the Philippines, located in the Active Zone of Ayala Center Cebu.

“Deuter wants to provide all its customers with good experiences with its products. With the Fit Center, they can easily try on backpacks with perceived weights so they can choose one that is best suited for their needs while providing optimum comfort as well,” said Liza Tang-Yuquico of Dynamic Sports Corp., exclusive distributor of Deuter in the Philippines.

“Buying an outdoor bag is like buying shoes. It should be the right shoes for the right activity, a perfect fit, otherwise you would suffer blisters,” added Jones.

Deuter has developed solutions such as Deuter Back Systems that provide a better fit, ventilation and function.

Although the Philippines offers a fertile market for outdoor activities’ tools, especially for mountain sports, it is still developing in terms of education. Jones said the creation of the Fit Center will allow them to provide the right education to customers when buying a backpack.

“We encourage them not to buy with their eyes but rather put an emphasis on functionality,” he said.

In Asia, the Philippines ranked top five in Deuter’s list of high-performing countries. Its archipelagic nature and mountainous terrains attract people to embark on adventure activities, he pointed out.

Deuter maintains three factories in Vietnam with a production volume of 4.5 million backpacks and accessories annually. It has stores in 12 countries, including the Philippines.

The company said it has been “on tour with alpinists, hikers and climbers for 117 years to build perfect companions for people who are passionate when it comes to sports and outdoor activities.”
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