Us Outdoor Apparel Giant Columbia Dies At The Age Of 95.

Gert Boyle, the founder of the Columbia Sportswear Company (Columbia, hereinafter referred to as "Columbia"), died in November 3rd, aged 95. From the housewife to the supreme leadership of the enterprise, Gert Boyle, with her determination and courage, became the trademark leader of the Columbia brand and the whole outdoor sports field.

From housewives to corporate responsibilities

Gert Boyle was born in a Jewish family in Germany, formerly known as Gertrude Lamfrom. Her parents originally ran a shirt factory in Germany. In 1937, the 14 year old Gertrude Lamfrom fled with her family in Nazi Germany to settle in Portland, Oregon. In 1938, her father bought a hat factory on the riverbank of Columbia. The new company was also named Columbia Hat Co. (Columbia hat making company). After that, the family business became more diversified and expanded to the field of fishing and clothing.

After her father died in 1964, Gert Boyle's husband, Neil Boyle, took over the company. At that time, Gert Boyle was a housewife and raised three children wholeheartedly. But 6 years later, Neil Boyle also died unexpectedly, and the company still carried a small loan. Gert Boyle had to stand up to shoulder the burden of the whole enterprise.

In an interview with Inc.com in 2006, Gert Boyle recalled: "before we got $150 thousand in SME loans, Neil Boyle never talked about Columbia financing. I thought it was no big deal. It was not the end of the world, but who thought it would be the end? At that time we secured a $50 thousand life insurance policy for Neil Boyle, a house and a Residence Riviera, and we also mortgaged my mother's house. Just three months after we got the loan, Neil Boyle died. No one will think that he will die at the age of 47. I don't know how to tell my mother that I have mortgaged her house for 40 years. I have to work for this loan. "

Gert Boyle took over the company like this. She explained, "this is 1970. Business is terrible. Our sales volume is $800 thousand a year. After I took over a year, our sales volume dropped to US $600 thousand. We made all the mistakes in the world.

"In 1972, the bank advised me to sell the company," she continued. So I found a buyer. He said, "well, I would like to buy this company, but I do not want that building, nor do I want all the stock." It took me a few minutes to figure out that I could only get 1400 dollars. " So Gert Boyle rejected the offer and insisted on the pressure of bankruptcy and liquidation.

50 years to build one of the most famous brands in the outdoor world.

After some initial trials and tribulations, she learned to lead the company with more forceful means and proved her courage in a series of strikes.

As early as the early 80s of last century, she made a forward-looking decision to transfer the company's production overseas. Gert Boyle also showed amazing ability in marketing. She herself became a household name in the United States in the 80s and 90s of last century. At that time, she played the leading role in a series of advertisements of Columbia herself, and her outspoken attitude was very impressive.

In 1988, she handed over the operation and management rights of Columbia to her son Tim Boyle, but since then she still plays a positive role in the company. When the group went public in 1998 and acquired Mountain Hardwear and Sorel in 2000, Gert Boyle remained chairman of the board and continued to participate in the daily operation of the company.

In addition, Gert Boyle also works for charities, such as the donation of $100 million to the cancer research center of Oregon Health & Science University in Oregon, and she even made anonymous donations at first.

From a housewife who had no commercial experience to eventually leading Columbia to turn a profit from bankruptcy, Gert Boyle nurtured a family and saved a business and made it a world brand. Gert Boyle earned her respect by her firm belief and fearless courage. In the 70s, it was very unusual for women to lead enterprises. Even today, the industry is still dominated by male executives. Under such a background, Gert Boyle tries to make itself heard and respected, and turn the status of women into their own advantages and assume the vanguard role.

In nearly 50 years, Gert Boyle has created one of the most famous brands in the outdoor world. Now Columbia has become a huge group of four brands, including Columbia, Mountain Hardwear, PrAna and Sorel brands, operates 552 brand stores, and has more than 30 thousand retail outlets worldwide.

The group's sales in 2018 were close to US $3 billion, and there is still great potential for growth. In the third quarter ended September 30, 2019, group sales increased by 14% compared to the same period last year, reaching 906 million 800 thousand US dollars. At present, Columbia has 1820 employees and is the second largest producer of clothing and footwear in Portland, Oregon, after Nike.

Gert Boyle's son and Columbia CEO Tim Boyle will succeed the chairman until the next board meeting early next year, when directors will further decide on the future governance structure of the company. Tim Boyle said the decision of the board was made before Gert Boyle died.