Eastpak – strategy to sales success

 

Alexander Blecher, blecher.info

Alexander Blecher, blecher.info

Eastpak, a backpack company that traces its roots back to making bags for the US military, was acquired by VF in the year 2000. To expand their business, Eastpak and VF came up with a three-part strategy for growth; Diversify the offerings, Globalize the brand, Create a Lifestyle brand.

How did they do?  The reason for this post was the predominance of the Eastpak brand on the streets of Europe.