Case Study: Everlast Builds A Championship Company With New Product Lines

By Demand Solutions

After Dempsey won the heavyweight championship in 1919 with gloves made by Golomb, Everlast became the leading name in boxing equipment around the world, a position it still enjoys with annual sales of $39.6M.

Now the company is determined to take the brand in new directions, said Joe Epstein, vice president, supply chain.

Pink boxing gloves? Yes indeed, sold at Bed, Bath and Beyond—not exactly your usual outlet for boxing equipment—in support of breast cancer research. Moving into a women's market the company sells equipment for aerobic boxing in pink and other more feminine colors, in women's sizes. This year it is introducing more fashionable colors in gloves and even heavy bags. Exercise routines in health clubs can be spiky as one routine is replaced by another, or a workout gets bad publicity over some potential harm, all reasons for keeping a close watch on sales and inventory.