Arc’teryx Veilance – highest performance with refined urban aesthetics

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Arc´teryx is writing a global success story with its Veilance lifestyle garments. The high growth trajectory is already approaching 10% of the company’s direct to consumer sales.

Have you ever dreamed of an overcoat that would look good in the city, but also be able to resist wind and rain like the best outdoor jackets? Well, this is not just a dream any more. All you need to do is find the closest store selling Arc´teryx Veilance products. And don´t be surprised if you will find them in high-end department stores like Barneys in New York or Liberty in London.

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Design, craftsmanship and performance

The Arc’teryx Veilance concept is unique and very difficult to copy.

– Arc’teryx Veilance speaks to customers with an affinity for design. The collection is built on our promise to deliver the pinnacle in design, craftmanship and performance. Our products are ideal for a consumer who expects great quality and has a need for functional garments with a refined urban aesthetic, says Vincent Wauters, Arc’teryx General Manager and President.
All Arc´teryx Veilance products are designed in Canada and leverage the company’s unique Vancouver based factory.
– They offer the highest performance and a refined minimalist urban aesthetic, Wauters summarizes.

New doors

Arc’teryx Veilance products have opened new doors for Arc´teryx.

– Arc’teryx Veilance has allowed the brand to enter not only the premium high-end department stores, but also premium online retailers and fashion boutiques. And we have just opened the first Arc’teryx Veilance boutique in Seoul. It is a test-run for us that could turn into an approved concept to be deployed in all key markets.
Arc’teryx Veilance is also extending the brand’s footprint in existing retail channels. In these shops Arc´teryx Veilance is not presented in the same departments with outdoor products.
– Arc´teryx Veilance is a collection that needs to be placed with care on limited distribution. It then gives a point of difference. Retailers are excited to carry Arc’teryx Veilance as it is different and up and coming compared to other products they have in the departments.
How about Arc’teryx Veilance buyers - are they buying Arc’teryx products for the first time?
– Some Arc’teryx Veilance customers come into stores specifically looking for it, and others are learning about the collection because of their interest in Arc’teryx or their appreciation of technical garments.

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Reinforcing leadership position 

Wauters says that Veilance is of utmost strategic importance to the Arc’teryx brand.

– The collection gives the brand a premium lifestyle anchor true to our DNA. Arc’teryx Veilance is reinforcing our leadership position in apparel design while reaching new consumers in a massive global market.
Arc´teryx Veilance has already proven to be a very successful business model.
– Arc´teryx Veilance is an important part of our B-to-C success and soon a very substantial growth driver for the brand.
In the coming years, the essence of the concept will remain as it is, but the collection will become even more inspiring.
– Today, our success is exclusively based on our products. We want to share more about our collection and the inspiration behind it. Our sales strategy is to keep our distribution tight and targeted to further build elements of lust around the collection. And of course, we will elevate our in-store excellence program to be best in class at all touch points.

Arc´teryx Veilance online retailers

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