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Alchemy Equipment is making waves overseas Christchurch start-uphas full order books, great reviews and lots of new friends

Tuesday 3 March 2015, 5:09PM

By Alchemy Equipment Ltd.

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Christchurch, New Zealand (February, 17th, 2015) –
Christchurch start-up Alchemy Equipment has recently shown their range of Performance Driven Style apparel and luggage at the most influential Northern Hemisphere active lifestyle trade-shows Outdoor Retailer in Salt Lake City/USA and ISPO in Munich/Germany.

“This was our first foray into the North American market to show our stylish and functional jackets, shirts, trousers, packs and bags to retailers in the biggest global outdoor market”, explains Frank Spiewack, VP Global Sales & Marketing. “To be honest, we didn’t know what to expect and how the American market would react to our product concept and styling. It turned out that our interpretation of what is often called Urban Outdoor was exactly what the market was waiting for – we were the ‘talk of the show’”.

Social merchandising magazine The Hundreds wrote in their OR re-cap: “By far, the brand and product collection that received my undivided attention is Alchemy Equipment; a New Zealand based company. Only having been around for about a year and this being their first showcase in the States – they absolutely hit it out of the park with their attention to function and style.” Influential fashion blog Cool Hunting adds: “The recently launched brand's full line-up of packs and men's and women's outdoor-focused apparel combines a host of materials and conceals each piece's technical prowess in an elegant, minimalist form.”

Leading international key accounts like Backcountry, USA, Paragon, New York and Au Vieux Campeur, Paris were quick to pick up the new brand. “The order period has not finished yet, but we are already tracking above target”’ adds Spiewack.

Another positive result of the overseas exposure were nominations for AEL008 Carry On pack as best travel pack and AEL002 30l Zip Access Daypack as best work pack by Carryology, an institution for all things pack & carry.

http://thehundreds.com/outdoor-retailer-2015/
http://www.coolhunting.com/style/alchemy-equipment-outdoors-new-zealand
http://fatlace.com/2015/01/outdoor-retailer-winter-recap/
http://www.carryology.com/bags/best-work-backpack-finalists-third-annual-carry-awards/
http://www.carryology.com/luggage/best-carry-finalists-third-annual-carry-awards/

About Alchemy Equipment
Alchemy Equipment was founded in mid 2013 by industry veteran Campbell Junor and stepped onto the international stage at ISPO 2014 in Munich, where Alchemy Equipment was awarded ISPO BRANDNEW Finalist.

Alchemy Equipment has one store in their hometown Christchurch, NZ and has distributors and wholesale partners in New Zealand, USA, Japan, Germany, Benelux, France, Sweden Switzerland and Italy.

Alchemy Equipment creates performance driven style. Their products are the response to their own requirement for apparel and luggage with the functionality that performance driven brands promise, but with a well-tailored and refined modern aesthetic.
Using a mix of innovative and traditional textiles and construction techniques, they pair technical performance with classically tailored silhouettes that resist being overly contextualised. They create products, which are at home in the high mountains and the high street, for modern lifestyles that constantly transition between multiple environments and contexts.

Visit our website for more information at www.alchemy-equipment.com.
Follow Alchemy Equipment on: www.facebook.com/AlchemyEquipment