19 May 2017: The two German climbing brands EDELRID and RED CHILI are announcing that they are joining forces. This merger will combine the strengths and synergies of the two companies to further actively develop the international climbing market.
RED CHILI will maintain its brand identity under EDELRID. Together, we plan to fur-ther reinforce the strong position on the German market for climbing shoes and fashion-orientated climbing and bouldering apparel that RED CHILI has carved out since it was founded over 20 years ago and acheive international success.
RED CHILI's founders, Stefan Glowacz and Uwe Hofstädter, will remain responsible for brand orientation, apperal and climbing shoe development. In addition, they will both continue to be jointly responsible for the success of the brand in the future.
EDELRID produces and distributes climbing products in over 60 countries. The RED CHILI and EDELRID brands strengthen each other strategically. Together they offer the full range of highest-quality climbing products from hardware through to soft goods. This will allow them to serve the retail trade and end users in an efficient, capable and sustainable manner.
The new product portfolio will be adjusted to the extent that EDELRID will discontinue the climbing shoe collection. Both the RED CHILI and EDELRID apparel lines will continue to be offered to specialist retailers.
The RED CHILI brand will be expanded taking advantage of EDELRID's infrastructural resources. EDELRID has taken on the majority of the workforce from Design and Development. Climbing shoe development will continue jointly at EDELRID headquarters in Isny, in keeping with the RED CHILI slogan "Only climbers know what climbers need."
EDELRID continues to push forward with their expansion into North America and beginning in 2017 has signed Tommy Caldwell as a full line athlete. Tommy's endorsement of and promotion of EDELRID's products will cover the complete climbing product range, including ropes, harnesses, helmets, hardware, and all other climbing related gear. As a 153 year old company who has only begun to make their presence known in North America, this move is an exciting confirmation of things to come.
In 2016, Tommy Caldwell joined the EDELRID Athlete Team, supporting a core product of the company: EDELRID's climbing ropes. After a year of working directly with the brand, Tommy chose to make the bold move to realign his climbing gear related sponsorships exclusively to EDELRID.
"I have been spoiled over the years to have the opportunity to work with amazing companies that put their core values before the bottom dollar. I understand that the products I choose to buy and the companies I choose to partner with are a reflection of my values. A few months ago I made the difficult decision to end my relationship with a brand that I have been with for seventeen years that had provided me with endless inspiration. The best way to live is with vigor and intention, which has led me to the decision to join EDELRID as a full line athlete. I believe this company has the ability to change our ideas of how we move around in the mountains. I am partnering with EDELRID because of their innovation and their ability to be nimble, because they hold themselves to the highest environmental and quality standards, and because they are family owned and value based. These qualities are where I hope the future of climbing lies, and I'm excited to be a part of it", so Tommy.