Mexico City /
The American company 5.11 Tacticalspecialized in producing clothing for use by the armed forces and police, no longer wants to be seen only as a company serving security personnel, which is why will bet on the market of athletes and people fitness that they like to climb, revealed Alexander Tabares, director for Latin America of the brand.
In interview with MILLENNIUM He explained that the law enforcement category currently represents 70 percent of their sales, but this time they will seek to further boost their store channel and their goal is for the training categories to account for 50 percent in three years in the country.
“Mexico has been a strategic market for the brand for about 10 years or a little more when the public force itself, I’m talking about the federal police, wanted to have our brand for their recruits and through them we grew in different channels (… .) We come from a 100 percent professional market in law enforcement, but as we expand and create new designs and products, the company has the focus of growing in sports,” he highlighted.
Currently 5.11 Tactical has 35 establishments in the country, which has an assortment for the general public who practices sports, climbing or some other outdoor activity and they want to reach 55 in the next five years and will seek to open their own sales portal online to boost the online sales they already have with Amazon and Mercado Libre.
“Outdoor activities are in fashion, more and more people want to play sports and be fitter, they want to generate more action outside the cities and this is our opportunity to put our product in the market segment,” he added.
In addition to this, in August they opened their first distribution center in the country that will allow them to reach department stores such as Liverpool and Palacio de Hierro.
“We have a very clear and defined plan that we have been working on in recent months where we are going to have a distribution center with a good amount of our product on hand, to seek to reach these shelves,” he highlighted.
The second goal of the distribution center in the country is to bring its products made in Asia directly to Mexico, without having to go through the United States, which would generate a better price for consumers and compete with the rest of the companies that are in the country. sports market.
