MUSTO
Founded in 1971 by Keith Musto, Musto has become a leading technical clothing brand in the sailing, shooting and equestrian markets. The brand is renowned for providing the highest level of performance in each of its chosen markets and develops is products through close relationships with elite sportsmen and women.
In August 2007, Phoenix invested in Musto in a transaction which valued the company at £40M. Following the transaction Phoenix appointed Andy Towne as Chief Executive.
With ten stores throughout the UK and a worldwide distribution of technical sailing, country and lifestyle products via an impressive distributor and wholesale network, Musto has further expanded its portfolio with a stylishly appointed new store in Brighton, the company’s flagship in terms of the brand’s new concept for the high street environment, with a further store scheduled to open by the end of the year.

Interiors specialist rpa:vision has been appointed to create a new retail concept for the brand, as well as taking on the project and contract management for its significant roll-out across the UK.

The brief was to create a 3D environment that will drive product sales and enhance the Musto brand image; new stores will all be high street focused, ranging from 1,000-1,500sq ft and feature performance demonstration areas with unique displays of the technical science behind the stylish lifestyle and technical product ranges. The brief also embraces the re-styling of existing stores, plus creating the look for concessions, shops in shops,
and exhibitions.
Musto has an impressive development plan for 2009, with a further seven stores scheduled throughout the UK over the course of the year.

Musto has been targeting prime national locations to showcase its new design template, which will be applied to all new stores. In addition, there is a programme underway to update all existing stores to the new concept.

RLI asked Towne who he considered to be Musto’s target customer and if he believed that this core consumer profile had changed at all in recent years?

“Our ‘sweet spot’ is a 35 year-old, ABC1 man or woman who is confident about their look; they will be interested in the outdoors but may work in the city.
“Quality and brand reputation are key drivers for favouring a brand. Generally, customers are most likely to shop at department stores and online, in addition to brand and specialist stores; however our sport consumers actually range from young to old, as the brand transcends established fashion criteria.

“I believe people want brands to be more transparent and honest. At Musto, we believe that we have a simple and straightforward brand that can connect with consumers beyond our core sport channels.”

Clearly, this is a strong brand that invests heavily in product design to stay ahead of the competition. Musto continually tests its products in real situations and on competing athletes. Currently, it is kitting out two thirds of the Vendee Globe entrants – the most gruelling single-handed race round the world. It is with this type of challenge that Towne believes can bring truly functional products to a broader market.
“We believe that Musto represents exceptional value as all of its products perform and adhere to high standards in both quality and durability. In this type of climate we feel that people make more considered purchases and that longevity and quality are two key driver of this,” says Towne.

“We feel that if we can maintain these attributes in all of our clothing we will weather the storm, if you will excuse the pun!”

For the full article please see the RLI December 08 issue
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