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BOULDER - For many manufacturers in the outdoor industry, the trend to target products to women consumers continues to lead the way to profits.
Following in those tracks is Sherpani Alpina, a new line of casual and technical packs designed exclusively for women that was launched by Boulder-based Russi Mountain Works in August 2003.
"In the last five months of 2003, we sold approximately 1,500 packs, and we are projecting to double sales in 2004 with a 30 percent increase in 2005," said Amy Fried, director of sales and marketing.
Sherpani is the latest in a triad of backpack companies owned and managed by Ed Ruzic, the former general manager of Lafuma North America. Ruzic launched Russi Mountain Works in January 2003; the company is now the dominant label of Sherpani and Madden Mountaineering.
"It was an idea I've had since 1998," Ruzic said. "I've wanted to come out with a brand that was specifically for women rather than the traditional sub-section of women's packs."
Although the company built a prototype of a woman's pack in 1998, Ruzic said he didn't pursue the idea further at that time due to lack of resources and design talent for the task. Then, in 2003, with an undisclosed amount of funding and a team...