GO Outdoors climbing expansion trail

THE growth in holidaymakers enjoying ‘staycations’ because of the recession is one of the major reasons behind the success of retailer GO Outdoors, its managing director has told TheBusinessDesk.com.

John Graham said as thousands of families saved money by spending their vacations in the UK, many were investing in outdoor equipment from the Sheffield-based firm, including tents and clothing.

Mr Graham, who has grown GO Outdoors from £2m annual turnover to £75m since he bought the business in 1998, also said the company had a better understanding of its market than its competitors and its products were more attractive on price.

Four-fifths of GO Outdoor’s revenues presently come from its stores, with the remainder being generated through its website.

Mr Graham, who left home at 16 to pursue his hobby of climbing, said GO Outdoors wanted to double its stores to 50 by the end of 2012.

“We’ve attracted some growth during the recession because people have stayed in Britain,” Mr Graham said. “Families would rather spend £2,000 going camping in Cornwall, Dorset or Scotland than £6,000 on a foreign trip.

“We’ve seen the biggest increase in first time campers in the last year or so.

“Another reason is that our market is undersupplied and misunderstood. We are attracting first and foremost customers who are interested in outdoor activities, but also customers who might have not thought about doing it.”

Mr Graham said GO Outdoors, which sells branded products at discounted prices, wanted to generate more sales through its website, which was launched in 2007.

GO Outdoors, which employs 1,100 people, announced retail experty John Lovering as its new chairman earlier this week.

Mr Graham, who bought outdoor activities equipment firm CPP and rebranded it as GO Outdoors, said of the appointment: “What John  brings to us for the future is bringing his great experience to us as we grow. As a small company growing it’s a great to have a shepherd to bring in.”

Mr Graham said although GO Outdoors had cash resources to invest, Mr Lovering, a former chairman of Debenhams, Somerfield and Peacocks, had great contacts if money had to be generated.

“We’re unique out there at the moment,” said Mr Graham, who is still a climbing enthusiast. “We encompass everything for everybody.”