Although North Face is a brand mainly revolving around cold weather, the idea for the brand started near a sunny beach in California. Doug Tompkins, a young climber, used his savings of $5,000 to start a revolution. He put it all towards a small shop in San Francisco, which would later become a massive trading post. He called it The North Face. Many people asked why that name, and he would respond, “The south face is the most often climbed, the snow is softer, and the sunlight makes it warmer. I prefer the more difficult side. The hard, icy face. The North Face is a more difficult challenge. I take that route in life.”
In the beginning, he was an outdoor salesman, convincing anyone who walked by that they needed a sleeping bag or climbing gear. He sold a wide variety of things, but kept making money while he continued to climb and go on adventures with his friend Yvon Chouinard, who would later found Patagonia.
Tompkins’ store really gained popularity when he performed stunts to promote the company. He would do things that would intrigue people, such as when a North Face employee rappelled down a skyscraper. This gained the attention of the media, and attracted more customers. He also advertised his products and put on parties for his customers. To make the parties even more exciting, he hired a band called the Grateful Dead to perform. After these events, the shoppers were invested, and the North Face was officially on the map. Doug opened more stores, and orders continued to pour in. But all the fame and popularity soon got to him. He loved his company, but he loved his climbing and adventuring even more.
He so
ld the North Face in 1967 and started a 6 month road trip to climb in Patagonia. Little did he know that this trip would change his life – but that’s another story.
Today, the North Face is a massive company known by most people. They sell about everything outdoorsy you could think of – backpacks, jackets, footwear, gear for skiing, hiking, and running, and so much more. They are a sustainable brand and work with non-profit companies and organizations.
Although Doug Tompkins did not continue to run the North Face, he took an idea that he was passionate about and created a huge company that continues to inspire customers today.
https://www.thenorthface.com/en-us
Taking something, you are passionate about and turning it into something tangible but also very profitable is very inspirational. Although Doung did start out very humble, in the end, he had a very successful business through his grit and determination, something we can all take something from.
Tompkin’s success with The North Face is very inspiring, because he was able to translate his passion for adventure into sales by taking on the difficult challenge of starting a business. From his story, we also learn the importance of innovation in the process of marketing. He was willing to entertain people and collaborate with other brands in order to bring more people into his shop.