Atlas For Men’s Beginnings: The Rise of an Outdoor Brand
In 1999, the world of outdoor clothing experienced a shift in the landscape. Marc Delamarre, then Director of Development at Atlas Editions, created Atlas For Men, a brand that was set to revolutionise the men’s outdoor clothing industry. This entrepreneurial venture, born from an innovation project, quickly became a remarkable success.
Where it all began
25 years ago, Marc Delamarre set out to explore the world of men’s outdoor apparel, embarking on a journey of innovation. When he founded Atlas For Men, he was no stranger to the publishing industry or business development. After several initial setbacks, the promising idea of a men’s outdoor clothing line, marketed through a mail-order catalogue, came to him in 1998.
Several key factors influenced Atlas For Men’s creation. First off, the men’s European outdoor clothing market had little competition at the time. There were no catalogues dedicated exclusively to this sector, despite the dominance of mail-order businesses and direct marketing. What’s more, men were generally less inclined to shop in person, preferring more practical and direct means of shopping.
Marc Delamarre, now CEO of Atlas For Men, also identified a stronger loyalty among male customers towards an outdoor clothing brand that was uniquely dedicated to menswear. Unlike women, whose consumer habits showed they shopped more freely from one brand to the next, market research suggested men stayed loyal to a brand once they found one that met their needs. This was where the idea to build a complete and immersive brand stemmed from.
A unique customer experience
By offering a practical and alternative means of shopping, Atlas For Men’s concept quickly appealed to men who didn’t generally enjoy shopping by conventional methods, resulting in rapid growth in popularity. Atlas For Men’s first catalogues were inspired by America’s expansive landscapes, with evocative names such as Rockies, Colorado and Arizona. The very first catalogues drew inspiration from American catalogues that, at the time, were already successfully targeting male audiences. The idea behind these catalogues was to take customers on an adventure, providing an escape from the everyday with each turn of the page.
What attracted customers was the sense of exclusivity. The concept extended beyond simply selling clothes; it aimed to provide a real experience. Each collection was designed to offer complete coordinated outfits, similar to the personalised service you’d expect to receive from an independent boutique, or a department store’s private-shopping experience. Every item in our catalogues was handpicked to create a harmonised look. This approach paid off, attracting thousands of loyal customers both then and now. Atlas For Men’s success is rooted in a deep understanding of the market and an ability to establish an emotional connection with customers through a unique offering.
Every adventure has its hurdles…
Launching Atlas For Men was no small matter. The original team was made up of a handful of devoted individuals who had to build everything from the ground up.
The early days revolved around trial and error as the team worked to establish a strong brand, inspired by other successful businesses like Yves Rocher. The first catalogues were crafted around key themes that resonated with Atlas For Men’s target audience. This unique approach – selling not only clothes but also a lifestyle – allowed the brand to stand out in a highly competitive clothing market.
Atlas For Men’s first few years were characterised by enthusiasm and a dynamic environment typical of startups, but also by all the challenges that come with launching a new brand. In the face of obstacles, the team quickly demonstrated agility and adaptability, overcoming every hurdle, whether anticipated or unforeseen.
Each step – from conceiving a brand to fulfilling orders and delivering products – provided valuable learning opportunities. These formative experiences not only reinforced the team spirit and resilience of Atlas For Men’s early employees, but equally contributed towards refined processes and an enhanced product offering. While this initial phase was full of challenges, it was vital in shaping Atlas For Men’s identity and business culture, laying the foundations for future success.
The creation of strong identity
Derived from Atlas Editions, Atlas For Men’s name evokes a world of exploration and adventure that perfectly reflects the brand’s core values. ‘Atlas’ symbolises discovery of the great outdoors, while the full brand name reflects our commitment to high-quality menswear.
Atlas For Men’s history tells a fascinating story set against a backdrop of an evolving outdoor fashion landscape and ever-changing direct marketing practices. Born from a vision that was centred upon the male adventurer, Atlas For Men learnt to broaden its horizons, progressively adapting to incorporate womenswear and loungewear into its product range.
Evolving in this way, while preserving a core identity rooted in adventure and the great outdoors, reflects Atlas For Men’s dedication to continuously cater to customers.
Navigating between bold themes, such as the Wild West, and more conventional everyday styles, Atlas For Men has always been guided by precious customer feedback. Expanding our clothing range, to include sizes up to 4XL at no extra cost, is a perfect illustration of the brand’s commitment to listen to customers and make affordable clothing as well as an outdoors lifestyle more accessible to all.
Though celebrating 25 years of adventure, the pioneering spirit that has guided Atlas For Men since day one remains as vibrant as ever! The brand’s journey demonstrates that a clear vision, combined with deep understanding of customer needs, is a recipe for entrepreneurial success.
