Generator Launches Boot Line

New Twist boots offer competitive prices and large margins.

Generator Distribution, makers of Swag, Prom, and Twist apparel, have launched a snowboard-boot line under the Twist brand name for the ’00/01 season.

Besides offering three conventional boot models, the company has formed a partnership with Switch manufacturing to introduce three step-in models with both internal (N type) and external (X type) highback systems.

The company plans to offer progressive boots at a very competitive price, 40 dollars, and margin offerings of 60 points or more. “The early presentations have proven that the product we’ve developed will rival boots at twice the price,” says John West, director of marketing and sales.

Cec Annett, former snowboarding category manager for Airwalk and now vice president of Generator, is leading the Twist boot program. He says his experience in brand management made him the right addition to the Generator team. “I wanted to work in a company in which I could make a positive impact, create exciting new product categories, and increase company values,” says Annett.

“The retailer response and sell-through performance of the Twist apparel this season confirms to us that the industry is embracing this brand,” says Annett. “The addition of the boots with the same brand positioning and quality is a natural brand extension and an integral part of our future growth plans.”

Annett says the line was designed from the ground up. The boots will offer three different liner technologies, ranging from built-in liners to hand stitched to a twelve-millimeter heat-moldable, fleece-lined custom-fit liner.

The Switch-compatible models will offer the same range in conventional technology and include the Switch “Type Four” outsole with an integrated bale. The entire line has been designed in conjunction with Twist apparel, therefore the color palette and all branded components are intended to merchandise well together.

“The line will tie in with Twist apparel merchandising and offer a tremendous price/value ratio supported with full-brand marketing,” he says. “The marketing campaign will include print advertising, a Web site, event sponsorship, team riders, direct mail, collateral material, and in-store point-of-purchase displays.”