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Walmart ‘Outdoor Store’ Loses Two More Brands With Deuter, Katadyn Exit

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Backpack brand Deuter and water filter brand Katadyn have both asked Walmart not to sell their gear.

Deuter USA today announced it will not participate in Walmart’s new premium outdoor store, curated by Moosejaw.

With the move, it follows Black Diamond, which sent Walmart a cease-and-desist order to stop selling its products and using its marketing materials.

Update: After this story’s initial publication, water filter brand Katadyn contacted us to add its name to the growing list of brands asking Walmart not to carry their goods. We will update this story as it develops.

Walmart and the Great Outdoors

On Monday, Walmart announced it would begin selling “premium” outdoor gear through its brand Moosejaw. Walmart purchased Moosejaw, a Michigan-based retailer with 10 stores and online presence, in February 2017.

It launched a new gear store online on Monday. The storefront included products from several high-quality manufacturers such as Black Diamond, Danner, Therm-a-Rest, Katadyn, Orca Coolers, and more.

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And the reaction was quick. By the next day, Black Diamond, a company known for its climbing equipment such as ice axes, carabiners, cams, and helmets, sent Walmart an order to remove its presence from the website.

Deuter and Katadyn are the second and third companies to quit selling through the discounter. As part of a trial arrangement, Deuter products were present on the Walmart website at the time of its launch on August 27, 2018. Deuter said it expects all products to be removed within the next week.

Walmart commented on the withdrawal through a corporate spokesperson:

“We’re really excited about our new Premium Outdoor destination curated by Moosejaw. At a time when the outdoor industry is working hard to expose more people to the amazing experiences they can have outside, we feel like it’s a really positive development. The decision to be part of this new experience will continue to be up to each brand, and our hope is that brands, and even other retailers, share our commitment to driving a truly inclusive outdoor industry. As we grow the Premium Outdoor Store, we will continue to look for leading brands and retailers that want to reach a new, wider audience.”

Deuter-Moosejaw Relationship to Remain “Intact”

While Deuter will no longer work directly with Walmart, it plans to continue sales through Moosejaw.

“While we appreciate the concept of what Moosejaw is trying to accomplish with this new initiative, we have decided this is not the right time to participate,” said Bill Hartrampf, president of Deuter USA.

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Deuter said its 10-year relationship with Moosejaw remains intact. And the brand will continue to support Moosejaw’s brick-and-mortar and online store.

“We are constantly evaluating and supporting ways to provide the best products and services to specialty outdoor consumers, wherever they are,” said Hartrampf. “We will always maintain Deuter’s commitment to our core markets, premium quality, and the spirit of outdoor recreation.”

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