DryGuy, a supplier of accessory dryers and thermal layering systems, is unveiling a new look in conjunction with a more focused sales strategy recently set forth by parent company Implus Corporation. The updates fall in line with Implus’ current sales programs and corporate identity, says the company, and will be rolled out on packaging, in-store displays and other marketing materials starting next fall.
Acquired last summer, DryGuy falls under Implus’ Outdoor Division, which also includes Yaktrax, ICEtrekkers and Little Hotties. Steve Couder, VP of Sales for the Outdoor Division, is leading the brand’s reorganization. “DryGuy needed some rechanneling at the retail level in order to better segment DryGuy and sister brand MaxxDry,” said Couder. “DryGuy will be sold into outdoor specialty and sporting goods channels, while MaxxDry will be distributed throughout FDM and Farm/Fleet. Now that we have the reorganization in place we are excited to give each brand a facelift to better represent the multitude of markets into which the various products are sold.”
The rebranding initiative will emphasize how DryGuy is not just a seasonal, winter-only based brand. It will better speak to a wide range of outdoor enthusiasts beyond ski and snowboard; from bikers and golfers to hikers and soccer players, all known users of the DryGuy products that have been left out of previous marketing efforts. At the same time, Couder says they are streamlining the current product line and preparing to launch some new products as well this fall. For instance, the best selling WideBody forced-air dryer (now called the ForceDry DX) is undergoing cosmetic updates and offering accessory options like extenders for helmets and waders. “Most of the DryGuy products are solid, they just needed some tweaks and accessory reorganization,” said Couder. “We’re also adding a new convection dryer, called the Simple Dry, to really solidify the breadth of the product line.”
