I have no time to write more today, but will include a press release and a blurb from Treehugger to get you up-to-date right Nau.
Press Release
FOR IMMEDIATE RELEASE
What Nau?
Nau brand.gets new life as Horny Toad Activewear, Inc. acquires its assets
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PORTLAND, OR, June 24, 2008 —Horny Toad Activewear, Inc. is proud to announce that it has acquired the Nau brand. Six weeks ago, on May 2, 2008, Nau, Inc. announced it was closing shop due to an inability to secure additional financing. That event triggered an overwhelming response from Nau’s customers who recognized the value associated with Nau’s product, brand and pioneering work in the arena of sustainability.
Their response, and a deep belief in what Nau represents, inspired a small group of now former Nau employees to see if they could pick themselves up, dust themselves off, and take another shot at this thing Nau, Inc. is pleased to announce that Horny Toad, a like-minded, entrepreneurial Santa Barbara-based lifestyle apparel company, has stepped forward and purchased the bulk of its remaining assets. Horny Toad believes in Nau’s underlying ethos and is committed to continuing the key components of the Nau brand: its product, its core philosophies and its customer and community relationships.
“We’re still committed to being a catalyst for positive change and bringing distinctive product to our customers,” said Mark Galbraith, who now works for the new company as Nau’s head of Product Design. “We plan to re-open with a new Fall/Holiday 2008 collection that continues to reflect the design philosophy Nau’s customers have come to know and love - a balance of Beauty, Performance and Sustainability.” As in the past, Nau will source materials and produce garments in the most environmentally-sensitive manner available and continue to work with manufacturing partners to push the envelope in all areas of social and environmental responsibility.
The new Nau (we’ll call it version 2.0) will launch on August 1, 2008 as a new and separate company benefiting from operational support and experience provided by Horny Toad, its new parent company. This will include a transition of fulfillment and logistic services to Horny Toad’s social venture partners, Planet Access. “We’re thrilled to find a partner who both recognizes and values the unique nature of what we’ve created and is committed to supporting the growth of our business over the long term,” said Ian Yolles, who was hired by Horny Toad as Nau’s head of Marketing.
According to Gordon Seabury, CEO of Horny Toad, “We saw in Nau an innovative brand representing the perfect blend of outdoor, urban fashion sensibility with an unwavering commitment to sustainability. It is all about their innovative product, authentic brand and most importantly the talented group behind those attributes. Our long term vision is to create a family of complimentary brands that can learn from one another while embodying a do the right thing philosophy.” Horny Toad has also pioneered an experimental retail concept in Portland, OR. The Lizard Lounge is one part retail venue and one part urban social hub that carries a variety of lifestyle apparel brands.
Nau will re-emerge with a smaller core team focused on product and brand development. Its products will continue to be sold through its website, nau.com, but rather than continuing to sell through its own retail outlets, Nau will begin partnering with other select, like-minded retailers. In Portland, the plan will be to introduce Nau at the Lizard Lounge in Fall ’08.
Most importantly, Nau will hold on to the vision that formed the essence of its distinctive brand. Therefore, Horny Toad is committed to maintaining and evolving Nau's Partners for Change program to continue giving a percentage of every sale to organizations working for positive change, and as always, involving customers directly in that giving process.
In the mean time the old Nau, Nau Inc. (we’ll call it version 1.0) will continue to sell the remainder of its Spring/Summer line at reduced prices into the month of July at nau.com. During this period, Nau version 1.0 will not offer any returns or exchanges.
As part of the version 2.0 re-launch one of the first tasks will be to reignite Nau’s blog, The Thought Kitchen (http://blog.nau.com). Serving as Nau’s first public face when it was posted back in August of 2005, the blog will continue as a place where people can learn about and discuss Nau’s progress—among many, many other topics.
So stay tuned. Nau will be reorganizing, consolidating and working like hell to get everything in place for their fall launch.
“We’re so pleased to have a second chance to make the Nau concept work. It seemed like such a shame to lose a brand that had harnessed so much enthusiasm and passion and talent and had resonated with so many in such a short amount of time,” said Hal Arneson, whom Horny Toad hired as Nau’s Creative Director. “Now, we have a new lease on life. We’re confident with the help of our new colleagues at Horny Toad, many of whom we’ve worked with in the past and known for years, we can achieve our potential and grow this business into an enduring, innovative enterprise. Stay tuned!”
About Nau
Nau, Inc., headquartered in Portland, OR, is a technical and lifestyle outdoor apparel company dedicated to making unique, stylish and highly functional clothing in the most environmentally and socially responsible manner possible. Nau was founded in 2005 by a seasoned team with deep experience in the outdoor, fitness and retail fashion industries with brands such as Patagonia, Nike and The Body Shop. It introduced its first line of clothing in March of 2007 and is currently selling its third season. Nau, Inc. operates an ecommerce site at http://www.nau.com and a blog for like-minded individuals interested in sharing ideas about positive change, the Thought Kitchen http://blog.nau.com/ (both of which were acquired by Horny Toad as part of the acquisition of Nau's assets).
About Horny Toad
Based in Santa Barbara a Frisbee throw to the beach, Horny Toad makes active lifestyle apparel for all genders. “Every day is an adventure” is the fuel for unique clothing designs and a darn good way of life that includes taking fun seriously. Toad culture thrives on community involvement, sustainability and looking for new ways to improve how business gets done. To learn more visit
www.hornytoad.com or call 800-865-TOAD
About Lizard Lounge
Lizard is called Lounge because ‘store’ was so wrong. A retail lounge and social hub located in the Portland’s Pearl District – a place for the hunters and gatherers of today to kick back and enjoy shopping- and life-off-line. This unique multi-use space houses a cool mixture of men’s and women’s clothing, denim, sunglasses, bags and shoes along with live music, local artists, free wireless, an iMac bar and ping pong. Come in, hang out, have some coffee, look around. 1323 NW Irving Street. 503.416.7476. Check out www.lizardloungpdx.com
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Here's a complete article from Treehugger:
Yep, it seems like a phoenix, Nau will rise from the ashes. Six weeks ago the eco outdoor apparel company, that some had dubbed ‘Patagonia-meets-Prada’, closed its doors due to a venture capital drought. But today the company has officially announced, to paraphrase Arnie, “We’ll be back.”
It won’t be quite as it was, and won’t make an immediate return, but Ian Yolles, head of marketing for Nau 1.0, was nevertheless excited to give us the good vibes on Nau 2.0, as he called it. Much more after the fold.
Brand Loyalty
Ian says he felt “deep sadness” at the closure of Nau 1.0. But was consoled to some degree by “the outpouring of feeling on our blog, the flood of emails we received. It was inspiring, It was moving.” We get the impression that this remarkable customer loyalty was in part the impetus that nudged Ian and others to get on the phone and see if Nau could be rescued. “It wasn’t just the brand, or the product, (both of which we knew had value) that these customers were responding to, it was like they’d also connected to a larger idea,” He explained. “Their incredible response has been so emotional and articulate.”
For Ian Yolles this was the hardest part. "I felt like I was occupying two realities. In one there was this profound shock of a company closing down. Yet in this other, these customers communicating their passion for what the same company stood for."
So a small group of recently ex-Nau employees, including Ian, and head of design, Mark Galbraith, started looking for existing apparel companies to plug into.
Ian was surprised with how quickly their calls were returned. “I didn’t have explain who Nau was. Most people said ‘We’ve been watching you’, ‘We’ve been studying what you’ve been doing.’ ” Many said they weren’t in position to help. But leads were pursued, and “A few days ago, a deal was closed, a lifestyle apparel company based in Santa Barbara, California, bought the rights to the Nau brand. That company is Horny Toad.”
Cosying up with Horny Toad
Horny Toad
Horny Toad, while not at first glance an expected match, do have symbiosis with Nau. They have an outdoor heritage, but make apparel for urban wear. They have an environmental and social conscience (some of their lines are made from organic cotton and Tencel, they buy renewable energy from their utility, 3 Degrees, and they were instrumental in creating the Planet Access Company - a shipping logistics firm who provides paid work and employment training opportunities for adults with developmental disabilities.) Ian said Horny Toad, whom he described as a very entrepreneurial and successful brand in their own right, will operate Nau as an autonomous brand. He is hopeful that with Horny Toad's committed backing, the Nau brand will have the opportunity to grow more 'organically', without the added business pressure of chasing ongoing rounds of external funding.
Nau Team
Whilst Horny Toad is headquartered down in Calfornia, Nau will remain in Portland, Oregon, and operate with a small team, initially of ex-Nau employees, growing to a group of about a dozen. This will include Ian and Mark, as well as Peter Kallen, (menswear desiger for Nau 1.0), Hal Arneson, (creative director), Jamie Bainbridge, (materials sourcing) and Andrew Barrett (supply chain). Lisa Street, who designed the women’s line as a contractor will also return to the fold. A new general manager, Jolie Giese, not formerly from Nau, has been appointed by Horny Toad.
Distribution
We asked Ian what was likely to change from the Nau experience that people had known. “Distribution will be the main difference. We wont have our own stores, although we’ll continue to sell through our website [albeit a more user responsive one, we’re told]. And we’ll establish a wholesale channel.” We asked if this meant the brand would be sold through clothing or outdoor stores? Both, by the sound of it. “Select, progressive outdoor dealers and urban boutique retailers,” according to Ian. “Stores that get functional and stylish.” As an example of such beasts, he cited Horny Toad’s own Lizard Lounge, which fortuitously happens to be Portland, complete with ping pong table and an iMac bar!
Partners for Change
We wondered if Nau would retain their Partners for Change program? “The team are committed to the three cornerstones of Partners for Change - corporate philanthropy, customer direct giving and meaningful relationships with partners beyond the simple act of philanthropy,” said Ian Yolles. However, because they won’t have their own stores with a local geographic presence there may need to be a reduction in the total number of partners. And initially they might not be back to full 5% of purchases being donated to worthy causes. But Ian was adamant that whatever restructuring the program did receive, it would remain an industry leader.
Timing
The current Nau 1.0 website will remain selling product, probably until about 30 July 08. (Get those bargains while they last!) The sale of the original Nau's assets to Horny Toad, and the clearance sale of the spring and summer line is helping pay out remaining creditors. The new clean slate Nau 2.0 will come into effect from 1 August. However, because everything has been in a holding pattern for the past six weeks, the team have to restart the engines of production. Optimistically they figure they might, by October 2008, be selling the Fall/Holiday line, which had already been designed long ago. The Nau corporate blog, The Thought Kitchen, will keep customers engaged and informed on progress in the intervening period.
The Product
Apparently people like quality, tailored garments made of recycled polyester, organic cotton. corn starch and merino wool. Ian told us that from the day of the closing announcement, that Nau sales have gone through the roof. That, even at 50% off, revenue is greater than it ever was before. He does admit the reduced price helps here, but also feels that it has provided an opportunity for people to try the clothing and to pick up what many considered ‘collectors items.’ But on top of this he thinks that with more of the apparel being worn, a sort of tipping point has resulted, with a very positive spike in word-of-mouth interest.
Will this last through until October? Hard to say. But Ian observes that “A lot of people are rooting for us, wanting us to succeed. A lot of people really dig the product.”
It is conceivable there will be some rationalisation in the number of styles offered, and the planned Nau luggage range will have to sit on the shelf a while longer, as a few business necessities get sorted first. “Even though we weren’t on the Nau payroll any longer, we’ve been working fulltime for the best part of six weeks to get this result. But we now have a lot more work to do.” Apparently their materials suppliers and production houses have been very supportive, so they might just get some of their distinctive apparel back in the market soon.
But Ian thinks we’ll be impressed when it does eventually arrive. “The Fall line is amazing. It’s very strong. The product just keeps getting better each season.”
Impact
Ian informed us of some off-the-record conversations he’d had regarding the impact that Nau had had on the broader apparel and outdoor industry. Some remarkable influence in the most surprising of spaces. It was this inspirational reach of the Nau brand and its ethos that so captivated its customers, who in turn encouraged the ex-staffers to keep the dream alive.
And hats off to Horny Toad for their vision and gumption in getting behind the Nau concept, its team and the brand’s devoted customers. Seems like Horny Toad live their own ideals too. This quote taken from their catalogue:
Go out on a limb. That’s where the fruit is.
::Nau
::Horny Toad
PS. If you’ve read this far and aren’t quite sure what it all the fuss is about, try this post for more background info and links than you could possibly desire!
NB: of course, much of the above might change as Nau version 2 gets under way. It is very early days for this recreated company.
Bike and hot tub image found on Horny Toad website. Clothing images from Nau website.
click here to see full version with photos
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