Interview: Winter sports wear brand sets out to take "the industry by storm one base layer at a time"

As part of our 2023 Retail Week coverage, in association with Metrocentre, I reached out to the founder of the North East based ski wear brand, Sloobie, Renee Fraser-Shepherd, to find out more about her journey establishing a winter sportswear brand.

Renee decided to found the company four years ago while packing for a ski-trip. Discussing her eureka moment, she said, “when I was packing for a ski trip, planning my outfits, I realised everything I owned was full in colour and made me feel like a hot sweaty mess half a day into skiing!

“I was shocked at how I, and most women, tend to pack for outfit-change-galore for our hot holidays… but when it came to dressing ourselves for the slopes – the best I could get was a naff bit of neon knitwear!”

Noticing that ski wear brands haven’t ‘raised the bar’ for women the way brands have done for other sports, she realised there was a gap in the market. “Sloobie has been my life’s mission ever since that moment. Since our official launch midway through the 22/23 season, we have been taking the industry by storm one base layer at a time.

“So far, our journey as a brand has been great, we’ve secured some great retailers this year, such as the iconic Fenwick in Newcastle. Additionally, we’re sitting on a 100% conversion rate from try on to purchase for everyone who’s given Sloobie a go.”

Renee added, “essentially, we know that we’ve created something really great for our customers – our next challenge is getting everyone to know that we’re here!”

Keen on making sure Sloobie is on the map for those in the North East, the brand has launched a collaboration in Newcastle. Renee said, “This season we are in collaboration with the best bar in the Northeast, Mother Mercy, on the ground floor of Fenwick.

“This was borne out of our desire to bring Sloobie to life within Newcastle and celebrate the start of this year’s ski season with the ultimate après atmosphere. Our iconic Sloobie Spritz can be sipped all season long while you shop through your new favourite skiwear brand.”

I was interested to find out what’s next for Sloobie, but Renee said, “I’m afraid I can’t give too much away as we’ve always got something up our sleeve… We’re hosting a few après parties around town to get the buzz going about Sloobie, so we recommend keeping a keen eye on our socials if you find yourself longing for those afternoons at La Folie Douce.”

By Mark Adair – Correspondent, Bdaily

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