Poler to Relaunch with New Owner
Cape Capener, previously with Supra, is the new CEO of Poler Stuff – SES file photo
Poler Stuff has a new owner and a new plan to relaunch the brand.
Poler filed for bankruptcy in early 2019 and liquidated its assets.
New owner Pacific & Everest Lifestyle Company (PELC), a U.S.-based holding company, is a division of Primer Group.
Primer Group is a Philippine-based conglomerate with a multitude of businesses in many industries, including distributing action sports and lifestyle brands in the Philippines. Poler had a previous relationship with Primer, which was an investor and distributor of the brand.
Cape Capener, who has worked at Supra, Adidas and Reebok, is the new CEO of Poler Stuff.
Poler, which in the past focused heavily on the direct-to-consumer channel, will re-open its flagship store in Portland and relaunch e-commerce in December.
The company also plans to tackle the wholesale market in the U.S. and internationally by Spring 2021.
Poler originally launched in 2012 with a mission to build accessible and affordable “outdoor stuff” that had a non-technical, hipster vibe.
In 2018, Poler’s last full year in business, the company recorded $3.6 million in revenue, a significant drop from 2017 when revenue totaled $7.2 million, according to bankruptcy documents.
