If you are into fly-fishing, you know Simms Fishing. They are the leader in premium fly-fishing waders, apparel and gear. Over the years we have worked on some small collections for Simms, mainly in fly bags. That all changed in 2012, when we were asked to work on their five year strategy for product innovation and extensions.
Working with senior management, we created a new product segmentation for Simms that addressed the needs of their core fly-fishing customer, while created product lines for growth in different approaches (bass) and distribution channels (big box).
The work was realized with an extensive men's and women's sportswear collection that segmented the offer from top tier G4 all the way through on-water sun protection. This new offer allowed Simms to deliver dedicated fly-shop only product, while introducing more mainstreams offers.