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Timberland Promotions history
Timberland Promotions company history timeline
Timberland developed its first professional Mukluk boot, worn by official 1990 Iditarod® Trail Sled Dog Race mushers (racers).
These activities began to broaden Timberland's appeal, and by 1990 women's apparel was introduced to the line.
In 1991, 31-year-old Jeffrey Swartz was named Timberland's chief operating officer.
By 1992, Timberland's print and media gambits carried the company logo and a social message, like the "Give Racism the Boot" campaign it ran in the United States and Europe.
“Timberland Launches Anti-Racism Ads,” Sporting Goods Business, February 1993.
Everyone else is playing catch-up.” As proof, Timberland stock rose 280 percent in 1993 and was named one of the New York Stock Exchange’s “best stocks” by Business Week.
In 1993, Timberland became the leading producer of rugged footwear in Italy and the United States with net sales of $418.9 million.
Profits began falling in 1994, even as sales surged, because the price cuts that had been instituted resulted in a margin squeeze.
Active Comfort Technology (ACT) revolutionized climate controlled footwear and performance apparel for outdoor use in 1994.
1995 Timberland introduced Active Comfort Technology (ACT) system, a comfort system built into many Timberland® shoes that provides the ideal balance of cushioning support for long-term comfort and climate control for footwear and apparel.
Sales slumped in the winter of 1995-96 because of mild weather and a sluggish retail environment.
To turn the company around, a wide-ranging restructuring was launched in early 1995.
During 1995 the firm was also able to begin significantly reducing both its inventory and its relatively high debt load.
1995: Timberland closes its United States factories, shifting much of the production to outsourcers; the company posts its first loss.
1996 Timberland introduces boots and shoes for kids and expands licensing agreements to include a growing watch line, leg wear, day packs and travel gear, gloves and leather care products.
1997: Company holds the first annual "Serv-A-Palooza," a one-day, companywide community service event.
Revenue derived from footwear totaled $593.0 million in 1997; revenue attributable to apparel and accessories reached $193.8 million.
Timberland was selected as one of 1998's "100 Best Companies to Work For" by Fortune Magazine.
At age 37 Jeffrey Swartz became CEO of Timberland in 1998, while his father remained as chairman of the board.
In 1998 Timberland planned to concentrate on offering men's apparel that coordinates with the footwear line.
1999: The Timberland PRO line of work boots is introduced.
1999: The Timberland PRO® Series launches, delivering performance and protection to skilled workers everywhere.
2001 Timberland announced its first partnership between NASCAR and its Timberland PRO® series line of work boots for working professionals.
For the 5th consecutive year, Timberland placed on Fortune magazine's "100 Best Companies to Work For" list for the year 2001 and was also ranked on Forbes magazine's "Platinum 400 - The Best Big Companies In America" list for 2001.
During 2001 the company began to feel the effects of the downturn in the United States economy, and revenues for the year increased only 8 percent while profits fell.
Higher leather costs and unfavorable foreign exchange rates exacerbated the situation as did warm weather during the winter of 2001-02.
Since 2001, we’ve planted over 10.2 million trees worldwide.
2001: Horqin Desert reforestation efforts begin.
2005: Timberland co-founds the Leather Working Group (LWG), and makes a public commitment to only source leather from tanneries that achieve a silver/gold rating from LWG audits
2006: Timberland launches Global Stewards program.
2007 Timberland was named one of the "100 Best Companies to Work For" by Fortune magazine for the tenth consecutive year.
2007: The original Earthkeepers® boot is introduced, made with recycled, organic, and renewable materials.
Official footwear and outerwear sponsor of the 2009 Sundance Film Festival.
2010: Timberland partners with the Smallholder Farmers Alliance (SFA) to develop a sustainable agroforestry business model in Haiti through a network of tree nurseries.
Five million trees are planted by 2015, while at the same time increasing the crop yields and livelihoods of thousands of smallholder farmers.
By 2018, that number grows to over 345 million.
2019: British fashion designer Christopher Raeburn is named Global Creative Director for Timberland, bringing with him a philosophy of REMADE, REDUCED, RECYCLED product creation.
The first commercial crops are harvested in 2019.
We’ve served more than 1.2 million hours worldwide, with a goal of reaching 1.5 million hours by 2020.
"The Timberland Company ." International Directory of Company Histories. . Encyclopedia.com. (May 23, 2022). https://www.encyclopedia.com/books/politics-and-business-magazines/timberland-company-0
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Timberland Promotions may also be known as or be related to Timberland Promotions and Timberland Promotions Inc.