From Innovation to International Success

Founded in 1999, Atlas For Men has experienced phenomenal growth, evolving from a small business to a global brand. As with all remarkable journeys, Atlas For Men’s story involves defining moments. Together, let’s dig deep into the outdoor clothing brand’s history, to discover how we learnt to adapt our offerings, build a community of loyal customers, and conquer new markets, all while staying true to our core value of being ‘made for adventure.'

Primary Products

Atlas For Men’s creation involved a long and complex process to develop a unique brand identity from a blank canvas. The first catalogues – naturally less extensive than today’s – were built around themed collections, like the Wild West line with its signature accessories.

To better understand the needs and expectations of early customers, the brand launched ‘Operation Doorbell’, with the purpose of meeting customers in their homes. This market research revealed a variety of motivations behind each purchase, ranging from the appeal of budget-friendly pricing to a strong identification with the brand’s outdoor ethos and rugged lumberjack imagery.

Overtime, Atlas For Men mastered the art of transformation – learning how to adapt the design of each collection and expanding our sizing range to appeal to a broader audience. This ongoing product development, combined with excellent value for money, resulted in customers developing a deep emotional attachment to the brand, thereby creating strong customer relationships which endure today.

European and North American Expansion

Several key milestones have marked Atlas For Men’s development and journey to international success.

Expansion into Germany in 2008 was one of these particularly defining moments. Given the sheer size of the country, Germany simultaneously presented the brand with a daunting challenge and an unparalleled opportunity for growth. The successful launch of this market, in a country that is well-known for its love for outdoor activities, was a turning point for Atlas For Men’s international development. Not least because it confirmed that Atlas For Men’s business model was well adapted to all sorts of international environments. What’s more, the consumption habits and style preferences of German customers – who demonstrated an inclination for bright colours and more sporty items, such as jogging bottoms and ski parkas – shaped the design of future collections.

2016 was another momentous year for Atlas For Men, seeing the launch of the Czech Republic market. In contradiction to the usual pattern of Atlas For Men’s international ventures, the brand’s expansion into the Czech Republic immediately exceeded expectations, generating impressive results. This overwhelming success proved Atlas For Men’s capacity to quickly adapt to new terrains.

In 2018, Atlas For Men crossed the channel and took the UK by storm, using our tried and tested marketing strategy. This major expansion into anglophone territory paved the way for Atlas For Men’s subsequent expeditions into Canada and the USA.

These international endeavours have facilitated the brand’s continuous growth and increased our resilience, enabling Atlas For Men to weather any storm!

A Diverse Team of Employees

Atlas For Men’s international expansion has had a positive impact on the brand’s workplace culture.

Recognising the value of local expertise, the company employs native speakers with an in-depth understanding of their home country, to manage each international market.

Today, Atlas For Men is present across 14 international markets, including France, Germany, Hungary, Poland, Slovakia, Czech Republic, Netherlands, Austria, Switzerland, Belgium, UK, Canada and USA.

Our diverse team, representing over 20 nationalities, work together day in day out from our Parisian headquarters to promote the brand worldwide.

Evolution and Ambition

Atlas For Men’s clientele has grown over the years thanks to an elaborate acquisition and loyalty strategy. Initially limited to just two campaigns a year, the business now attracts new customers all year round, structuring operations around four key periods. With time, this carefully considered approach has considerably enlarged the brand’s customer base.

This growth has been accompanied by international expansion too, starting with the launch of the Belgium market in 2005 and accelerating with extension into Germany in 2008. Following this, Atlas For Men opened up a new international market on an almost-yearly basis, arriving in the UK in 2018.

Today, Atlas For Men continues to go from strength to strength, which is testament to the vision and perseverance of our founders. Even though the brand has evolved remarkably over the years, our primary mission to offer stylish, practical and great-quality outdoor clothing has never changed. Atlas For Men’s journey from humble beginnings to present-day international acclaim represents a story of innovation, resilience, and deep understanding of customers’ wants and needs. The brand’s success highlights the importance of a clear vision, as well as unyielding commitment to quality and customer satisfaction.