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Freeman Cebu Business

German backpack brand banks on Philippines’s upbeat outdoor tourism market

Ehda M. Dagooc - The Freeman

CEBU, Philippines - German backpack specialist Deuter sees the Philippine market as one of its growth areas in Asia, banking on the country's good outdoor and adventure tourism market.

The brand, which started its presence in the Philippines 11 years ago, through its distributor Dynamic Sports Corporation, noted an encouraging market response in the Philippines in recent years, as people have started to embrace sophisticated way of enjoying outdoor activities--using the right paraphernalia backed by Science.

The brand recently opened its fifth concept store in the country, at the Ayala Center Cebu, which pioneers the introduction of "FIT Center" feature, which will educate consumers on the right backpack or paraphernalia and right weight for various outdoor adventures.

According to Christian Lechelmayr of Deuter Germany, although the Philippines offers fertile market for outdoor activities' tools, especially for mountain sports, it is still developing in term of education.

Unlike developed markets like Europe and United States, where outdoor enthusiasts buy a backpack beyond its color and design but more on the functionality. The Philippines is still to embrace this practice.

Today, the Philippines is on the top five in Deuter's Asian operation. Japan and Malaysia are two of the strongest markets for the backpack brand.

The 117-year-old backpack maker is bringing its expertise and highly sophisticated technology in outdoor essentials, especially in hiking, trekking, biking, mountain climbing, among others.

Its entry to Cebu, particularly the opening of its "FIT Center" service inside the store, is seen to develop further the rising interest in adventure tourism and mountain sports across age brackets.

Deuter is not only known for its highly functional and top quality products worldwide, but most importantly for its unique back systems and technologies.

The company maintains three manufacturing plants in Vietnam to serve global clients. The brand has physical presence in 12 countries including the Philippines. — (FREEMAN)

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