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Go Outdoors

Empowering the adventurer

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The problem

Go Outdoors is the UK’s largest specialist retailer of campaign equipment, tents, outdoor clothing and footwear. It was created by the passion of the 2 founders Paul Caplan and John Graham.


In 2011 3i Private Equity invested £28m for a minority stake in the brand and an agreement was reached to create a single mission, brand values and guidelines to aid growth.


Our challenge was to work with the Go Outdoor team to define the business’ mission and brand values and to also address the identified barriers to purchase within the store concept; confusing to shop, difficult to navigate, uninspiring and no presentation of good, better, best.

The solution

We conducted extensive interviews with shareholders, founders, directors, staff and customers. The findings were distilled using a unique brand matrix technique. The result was a mission to “inspire everyone to get outdoors (and love it as much as we do)”, with a developed set of ownable values, customer promises and business rationale.


Taking the findings from the brand matrix, we worked with Go Outdoors to create a store environment that was welcoming, honest, easy to find what you need at a price that suits your budget; an environment that inspires through its simplicity and honesty and wows through its knowledge and enthusiasm.

The result

Go Outdoors took results from the brand matrix and communicated the mission and values through the business internally. The store concepts have been taken by the Go Outdoors retail team as a creative direction for the new store look and feel.