Gelert's range is aimed at entry- to mid-level users
Troubled outdoor company Gelert has been snapped up by expanding retail group Sports Direct International.
Gelert, which began life in a shed in the north Wales village of Bryncir 38 years ago, has had a difficult recent past.
The company was placed in administration and was bought on Friday by Mike Ashley’s group, which owns the Field & Trek chain and the Karrimor brand.
Gelert’s chief executive Steve Bracewell said: “I can confirm that on Friday Gelert was bought by Sport Direct [sic] International, for an undisclosed amount, joining their portfolio of strong international brands.
“This acquisition will ensure the safety of 100 jobs in the UK and secure further investment in the Gelert brand.
“Gelert is committed to creating great products at affordable prices and this investment will allow us to accelerate the product creation programme for 2014 and beyond.”
The company moved its head office to Widnes from Porthmadog last year and also has a depot in Haydock.
Its sales director Steve Stretch said: “We will operate in a ‘business as usual’ manner and account managers will be in contact with new company details as soon as possible.”
Gelert’s huge range of clothing, outdoor gear and camping accessories has more than 850 lines, aimed at entry- to mid-level customers in the market.
Alan Fort, a business troubleshooter, was brought in to aid the company’s recovery and Mr Bracewell, with a background in sports brands, was appointed chief executive.
He told grough in September last year: “We’ve started on the road to recovery. We’ve got a good team, a new sales team; lots of energy.
“We’re working extremely hard with decent processing looking after customers; it’s very customer focused and we’ll build products to support the customers.”
“So where we’re going back to is taking the confusion out of the marketplace, focusing on the brand, focusing on our core customers and running the business to build the brand in the long term.”
HSBC was major shareholder in Gelert, he added.
Husband and wife team Alasdair and Jane Langdon started the company in the north Wales village of Bryncir.
They chose to name their company after Gelert, the legendary faithful dog mistakenly slaughtered by Llewelyn, prince of Gwynedd.
By 2004, the Gelert company had expanded to the extent of building a new £4m distribution centre in Porthmadog and outgrowing even that building. 50 extra staff were promised to augment the 150 already employed.
But by 2011 things had turned sour. Job losses at the Porthmadog centre, its eventual closure and a move to Widnes followed, with virtually all ties with north Wales cut.
The debt-crippled company was bought by retail chain Yeomans, which in turn found itself in difficulties. Investor Jason Granite, a specialist in ‘distressed companies’ snapped up the assets.
Newcastle United owner Mike Ashley founded Sports Direct after leaving school in 1982 and was the sole owner of the business until it floated in March 2007. The company said he is the executive deputy chairman and is responsible for developing the vision and strategy of the Sports Direct.
PKH
26 June 2013Hope this isn't the end of the line for Gelert kit. The quality of karrimor kit is appalling since SD took it over. I've had a couple of pairs post-takover shoes and they just fell apart. I'll be avoiding Gelert once the current stock runs out.
phantombranchman
26 June 2013Good News for Gelert employees; bad news for the outdoor world in general!
The Gelert brand was known for decent, cheap and cheerful kit, I fear its honest reputation will go the same way as Field & Trek and Karrimor now it has been hoovered up by Sports Direct.
Years ago Field and Trek were a first class mail order gear company, much on a par with 'Cotswold'; now many people feel they sell only low quality products.
Karrimor were in the past one of this countries foremost gear manufacturers, noted for quality products; I fear few would share this opinion of the brand these days.
OutdoorsGuy
28 June 2013Agree with the above.
False price pointing was not something the outdoor trade did a few years ago, you got what you paid for. Now, it’s in all the sheds, “was-now”.
They have built businesses on it and keep on doing so. As Barnum said, “there’s one born every minuet”.
However, the consumer demanded lower “bargain prices” and that’s what they got! We have a saying in Yorkshire, “there’s only free cheese in mouse traps”.
I guess you get the shops you deserve.
PKH, sorry to say you’re a good example. I bet they were “Was-Now” and you bought 2 pairs!
As for the Gelert employee’s, Ashley will just use his own outlets and staff, putting the brand name on anything he likes, (so my advice is to start looking for jobs).
That’s what happened to Karrimore, it’s simply a Brands International brand, not a company in itself.
Ultimately, its up to the buyer to change this, don’t buy the cheep rubbish and they’ll stop producing it!
However, last time I looked both Sports Direct etal and Mountain Warehouse were thriving… :(
…also mountain rescues are on the up with increasing amounts of poorly equipped people getting out of their depth, wonder if there’s a link?
Margaret
28 June 2013I remember looking at old 1960s copy of Climber and there were only two adverts, one for Blacks of Greenock and the other was for Diack, I think.
Happy days; I wonder how they managed without all the kit that is currently deemed necessary for a day on the hill?
Jay
06 July 2013Another brand I won't go to any more then.
Used to like Gelert, if it was basic then they were a go to brand.
Won't be giving mike Ashley any of my money
Jhimmy
10 July 2013I've got a Gerlert MTB small rucksack (not sure what model it is) which I bought for about £15 a few years ago. Last year in halfords the same model but registered as a "Bikehut" instead of gelert sold for £45. Every detail is the same apart from name. Go figure!
zergze
06 September 2013you know what ? SDI is only a retailer - it has less experience to run a brand. I think it is more like a brand killer than a saver!!!
They relay too much on their soucring agent which is good at get 'cheap staffs' -- unprofessional too.
That is the reasons!
SDI almost kick off gelert pre- employers... not as stated in the news --- to save 100 jobs....it will silly to trust such rubbish .
zergze
06 September 2013I bet one penny that Bob Smith has forgotten he write something about SDI rescue
Paul
07 December 2015Sports Direct mess with Gelert's fine balancing act of good gear for cheap that will be it for Gelert. They should let the business continue unhindered, but SD seem to be able to wave a magic wand and turn everything cheap and nasty!
jim .w.
02 July 2016I bought some gelert otowa shoes for £20 in a sale. They are now for sale at £14.. as if a reduction from £35 was not enough. I know why though.. its becauase after 3 weeks using them to go to the shops and to the train station the soles are torn and have holes in them and the inside after getting wet turned into cardboard mush and rust?
What have you done to gelert?