Dive Brief:
- DTC activewear brand Outdoor Voices is partnering with Sam’s Club on a limited-edition spring collection of women's, men's and kids' apparel and accessories, according to a release shared with Retail Dive.
- The collection of Outdoor Voices products is now available on the Sam’s Club website and will be in all 600 of its clubs beginning March 1. A branded Outdoor Voices table will be located inside 444 of those locations.
- As part of the Sam’s Club capsule collection, Outdoor Voices is offering products in new colorways and extended sizing up to XXXL. The product range is unique to Sam’s Club and priced lower than the brand’s signature apparel found on its website.
Dive Insight:
Months after a brand relaunch, Outdoor Voices is teaming up with Sam’s Club on a limited-edition collection. The assortment includes new categories like boys’ and girls’ products, as well as women’s swimwear, which has not been offered by Outdoor Voices since 2019.
Outdoor Voices is back under the direction of its founder, Tyler Haney, who announced her return to the company last summer “to help refocus OV’s brand identity” with a new, reimagined line of apparel products. She left the company in 2020 amid financial difficulties and a reported clash with then-Outdoor Voices chairman, former Gap and J.Crew CEO Mickey Drexler.
Founded as a DTC apparel brand in 2013 by Haney, Outdoor Voices was a buzzy name in the activewear market when Drexler became chairman of the board in 2017. All of that began to crumble in 2020 amid questions about the company’s profitability and other challenges. Drexler left the company around the same time as Haney.
Despite bringing in additional funding from investment firm NaHCO3 and adding its founder Ashley Merrill to the board to turn operations around, Outdoor Voices continued to struggle. In 2024 the company suddenly shuttered all 15 of its retail stores and months later announced it was being acquired by Consortium Brand Partners, the same firm that owns Draper James.
At the time of the acquisition, Consortium Brand Partners said that it planned to open new Outdoor Voices locations and expand the brand into new product categories.
