Information on the Target

Alder, a pioneering outdoor apparel brand, was founded in May 2020 by National Geographic Explorer Mikayla Wujec and former fashion marketer Naomi Blackman. The brand focuses on inclusivity and sustainability, celebrating diverse body types and lifestyles in the outdoor industry. Alder aims to address the historical underrepresentation of various demographics in outdoor sports and recreation by providing size-inclusive clothing options.

Noteworthy for its innovative designs, Alder first attracted attention with its open-air pants, available in sizes XS-6X with various features like functional pockets and reflective materials. Since its inception, Alder has expanded its product line to include essential outdoor apparel, currently sold through its website and select retailers in North America.

Industry Overview in Canada

The outdoor apparel industry in Canada is experiencing significant growth, largely driven by increasing consumer demand for sustainable and inclusive brands. With the rise in outdoor activities spurred by lifestyle changes during the pandemic, consumers are increasingly seeking brands that align with their values, particularly in sustainability and diversity.

As the Canadian market continues to evolve, the trend towards environmentally-conscious practices has led several outdoor brands to rethink their supply chains and production methods. Therefore, companies like Alder are well-positioned to capitalize on this shift, as consumers look for more ethically produced clothing options.

Furthermore, the emphasis on inclusivity resonates strongly in a diverse society like Canada, where outdoor activities are embraced by individuals of varied backgrounds. Brands that prioritize size inclusivity and accessibility are likely to gain a loyal customer base, driven by a growing awareness of social equity within the outdoor community.

Despite challenges such as competition from established brands and market saturation, the demand for unique and purpose-driven brands provides extensive opportunities for newcomers like Alder. The focus on direct-to-consumer sales through e-commerce and pop-up shops is also a strategic approach to engage with their audience directly.

The Rationale Behind the Deal

The recent $2 million seed funding round for Alder, co-led by Bridge Investments and Consumer Ventures, is a strategic move to facilitate the brand’s expansion into new markets while enhancing its product offerings. The influx of capital will enable Alder to increase its collection, establish pop-up shops, hire additional staff, and launch its products in more retail locations, including partnerships with REI.

By partnering with investors who value inclusivity and sustainability, Alder is not just securing financial backing; it is also aligning with firms that share its vision. This synergy is expected to foster long-term growth and brand loyalty among consumers.

Information About the Investor

Bridge Investments is a Chicago-based seed-stage venture fund that focuses on consumer brands and technology across a diverse array of markets. The firm is known for its metrics-driven investment approach and its support for founders, often involving follow-on investments to help companies scale.

Consumer Ventures, another key investor in Alder, specializes in aiding passionate entrepreneurs in building consumer-focused brands, particularly in the food and outdoor industries. Their approach includes both financial investment and active mentorship to enhance the companies’ competitive positions.

View of Dealert

The investment in Alder Apparel is a promising opportunity, considering the brand's commitment to inclusivity and sustainability, two critical aspects of modern consumer values. With the outdoor apparel market trending towards brands that provide a wider range of sizes and ethical practices, Alder is positioned to capture a significant share of this growing audience.

Moreover, with their unique product offerings and the backing of influential investors, Alder is well-equipped to differentiate itself in a competitive market. This investment aligns strategically with the larger trend of socially responsible investment in startups that emphasize community and environmental impact.

Investment analysts generally view Alder’s proposition as favorable, particularly given the growing momentum of outdoor activities and the rising consumer demand for inclusive brands in North America. The company’s potential for high growth is enhanced by its innovative marketing strategies and collaborative retail partnerships.

In conclusion, if Alder continues to execute its vision effectively, this investment could yield substantial returns, positioning both the brand and its investors for long-term success.

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