OMM Centre Opening – 1st March 2018

Press Release / 19.02.2018

OMM are pleased to announce the opening of its brand store in Lancaster and welcomes James Gray as Store Manager.

50 years ago, OMM started with a challenge.  A group of guys in a pub and a test was devised to see who was the best in the mountains.  Since then, over 100,000 people have taken part and the popularity of Mountain Marathons is on the increase.  OMM has grown too and uses the events as a test bed to create the best products for the discipline.

OMM recognises that being a successful OMM competitor is more than just a weekend on the mountain and having the fanciest kit.  It requires skill, decision making, teamwork, determination and endurance.  It is a place where lasting friendships are forged through shared hardship.  OMM has always been active in the communication of this with the competitors and the OMM Centre will help develop this further.

The OMM Centre will be an active part of the running and local community.  The instore staff will all be experienced runners and navigators ready to get the maps out and help visitors to enjoy the mountains.  The Centre is based at the 3-1-5 Gym just off junction 34 of the M6.   Locally we will be putting on runs, encouraging runners to be more adventurous and get off the tarmac and drawing gym members out into the great outdoors.  It is a link for all levels and consumers can expect to meet the event teams, designers and brand managers all in store so we can share and enhance each other’s experiences.

The Centre is an integral part of OMM’s distribution strategy for the future.  The conversation between end users and Brand must strengthen for a brand to grow.  Vertical integration of the business from fabric mill to consumer will allow OMM to develop more innovative products that are better tested and delivered quicker to the market to allow OMM to remain ahead of our much bigger competitors.  OMM’s distribution strategy is to be omni-channel aiming to allow consumers to access the brand from phone, computer, store and particularly in a tent in a field or running up the mountain.  There is no substitute for a face to face discussion with someone who loves doing what we do and OMM’s retailer partners play an essential role in delivering this.  It is OMM’s intention to support our specialist retailer partners who can provide the knowledge to sell OMM.  The Centre will be our model of full price retailing and we will work to increase the profit opportunity of choosing to range OMM.