Boulder’s Krimson Klover gets a new look, chasing millennials

Boulder-based Krimson Klover got a makeover to appeal to millennials, anticipating significant growth for 2017.

CHLOE

Boulder-based Krimson Klover got a makeover to appeal to millennials, anticipating significant growth for 2017.

The six-year-old clothing brand is sold in about 400 stores and boutiques nationwide, but founder Rhonda Swenson felt it needed fresh branding and marketing to capture a new audience, Denver Business Journal reported.

Krimson Klover’s stylish sports and activewear has traditionally been embraced by women from 30 to 50 years old. But Swenson said younger women have critiqued the clothing as stale and outdated.

“We wanted to update what we are putting out to the world,” she told DBJ. “It was time to refresh.”

She said updated the logo and hired millennial photographers for a catalog shoot, new talent in sales and advertising, as well as adding freelance design.

In September, Swenson opened her first brick-and-mortar location on Spruce Street in Boulder to showcase Krimson Klover’s new image.

Swenson projects 30 percent revenue growth and 30 percent dealer growth for Krimson Klover in 2017.

Multimedia business & healthcare reporter Chloe Aiello can be reached via email at caiello@denverite.com or twitter.com/chlobo_ilo.

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