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Approximately 80 percent of people in Canada and the United States participate in at least one outdoor recreation activity each year, according to the Outdoor Foundation, a group focused on encouraging outdoor activities. As a producer of its own camping and hiking equipment, distributor of many outdoor brands and private-label manufacturer for retailers, Infinity Sports Group is likely to play a role in many recreational outings. 

Based in Langley, British Columbia, and founded in 1995, Infinity Sports Group is the leading sporting goods and outdoor supplier in Canada, according to Vice President James Prescott. The company serves a network of more than 1,500 Canadian sporting goods retailers, as well as most of the major Canadian retail chains and buying groups. Internationally, Infinity designs, produces and markets outdoor and sporting goods products to customers in more than 30 countries.

“About 75 to 80 percent of our distribution business is in Canada, and the rest is in the United States, Asia and Europe,” Prescott says. “Woods and Outbound are our own brands, but we also produce a range of private-label goods for retailers.”

Supportive Knowledge

Prescott explains Infinity’s service to retailers is one of its key strengths.

“Retailers like our flexibility – we work with their specific product assortment, but we also can bring branded opportunities across their product assortment,” he says. “Our brands cover multiple price points, so we can provide our retail customers with many different options. We strive to be a one-stop shop for retailers.”

Infinity currently is working to improve its service to retailers by enhancing its supply chain. Prescott stresses its goal is to use the supply chain process to improve its value proposition and reorganize to gain efficiencies. 

“Retailers need support from their vendors, and we are dedicated to providing that,” he says. “We spend a lot of time at our brands’ factories and retailers’ stores, so we have extensive knowledge of the industry that can help our customers. Retailers like getting ideas from other sources, and because we are very active in all areas of the supply chain, we are a very valuable resource for them.”

In the Chase

Although Infinity plans to maintain its focus on solidifying its current customer base, Prescott explains the company is equally dedicated to acquiring new customers and establishing more strategic partners in the United States and other international markets, such as China.“We are constantly trying to be first in the hearts and minds of our customers,” he stresses. “We’re still considered new in the industry, and we want to maintain that energy of being in the chase and going after the leaders. We’ve received a lot of good recognition from many of the big retailers and some of our competitors, and that gives us a boost going forward.”