Omniarch has had the privilege of supporting TOBE in their digital journey over the past six months, and in 2023, efforts to strengthen TOBE’s digital sales will accelerate.

“We are grateful for the extended trust and have already achieved significant progress together during 2022, focusing mainly on technology and establishing a solid structure for reporting. As we expand our collaboration with TOBE in 2023, the primary focus will be on e-commerce, where we aim to drive continued growth in both B2C and B2B. For the second time, we’re applying our Digital Assessment, conducting a thorough review of their product range and analyzing total distribution. We’ll implement the commercial plan, work on social proof, invest in marketing automation, and more,” says Johannes Wikström, senior e-commerce consultant at Omniarch.

TOBE Outerwear has been forging its own path for 20 years. The Jämtland-based company designs, markets, and distributes technical sportswear, primarily in Europe and North America, with half the organization located in Denver, Colorado:

“Denver is just a day’s drive from iconic ski destinations like Jackson Hole, Salt Lake City, and slightly further north, Yellowstone National Park. This is where TOBE has built its strength, establishing a network of knowledgeable retailers. The rugged U.S. terrain complements Jämtland’s wilderness in that it challenges those of us who are active, and we rise to those challenges with collections specifically designed for passionate snowmobilers, skiers, snowboard pros, adventurers, hunters, hikers, and even cowboys,” explains Tomas Berntsson, founder and brand director of TOBE.

Omniarch x TOBE is an ongoing partnership that, in 2023, evolves to ensure the successful launch of TOBE’s new e-commerce platform, Centra, for both B2B and B2C. With several integrations in place, including SAP and Klaviyo, the collaboration will continue optimizing e-commerce operations while aiming for sustainable, profitable growth.

TOBE Outerwear is Jämtland through and through, down to its snow boots. The Swedish headquarters and warehouse are located deep in the countryside, about an hour’s drive northeast of Östersund: Turn right five kilometers before Hammerdal and follow the signs to Solberg. After the sign reading “End of public road,” look for the big red barn on the right-hand side.

“We’re really good at what we do and immensely proud of it. We sell to 10 countries, with a strong emphasis on Sweden and North America (the U.S. and Canada). In that sense, we’re an international company, but at the same time, we’re lovable locals from rural Jämtland—wearing caps, flannel shirts, and muddy shoes—who sometimes find the world can feel pretty big,” concludes the company’s CEO, Pelle Bergstrand.