Brand fo­cus Dhb

A sports­wear com­pany that’s aim­ing high

Runner's World (UK) - - GEAR -

If you run reg­u­larly the chances are you know some­body with Dhb kit. The brand may not have the recog­ni­tion of Nike or Adi­das but you’ll see the gear at most races.

Orig­i­nally the own-brand of on­line re­tailer Wig­gle, it launched as a pur­veyor of midrange, mid-priced cy­cling kit, branch­ing out a decade later into bud­get run­ning kit, where it com­peted against brands such as Kar­ri­mor.

But the last cou­ple of years have seen a big change, ac­cord­ing to mar­ket­ing man­ager Kirsty Smith. ‘Al­though Dhb is still ex­clu­sively avail­able at Wig­gle it’s no longer part of the com­pany,’ she says. ‘Part of the new di­rec­tion in­volved over­haul­ing our kit of­fer­ing in 2016, es­pe­cially in run­ning. We now see our com­peti­tors as the likes of Adi­das, Ron­hill and Un­der Ar­mour, and our cus­tomers are en­thu­si­asts – that is, reg­u­lar Parkrun­ners, peo­ple who train three to five times a week and who know what they like.

‘The massive in­crease in qual­ity of the kit caters for th­ese peo­ple but the prices are still af­ford­able [£13-25 for tops and shorts, £ 25-30 for tights]. At the mo­ment our run­ning range ac­counts for about 15 per cent of all Dhb sales – with swim and tri at 20 per cent and cy­cling at 65 per cent – but if we con­tinue on our cur­rent path we’ll see the run­ning share grow big­ger and big­ger.’ Dhb is avail­able at wig­gle.com

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