KMD changes name to reflect the group’s vision

KMD BRANDS LIMITED W kmdbrands.com

KMD Brands Limited (formerly known as Kathmandu Holdings Limited)
ASX / NZX / Media announcement

16 March 2022

KMD changes name to reflect the group’s vision

Highlights:
• Kathmandu Holdings Limited now trading as KMD Brands Limited
• Refreshed corporate strategy and identity to drive KMD Brands into the
next phase of its growth
• ASX / NZX tickers remain unchanged as ‘KMD’

Leading global outdoor, lifestyle and sports company, KMD Brands Limited (ASX: KMD, ‘KMD’ or the
‘Company’), today begins trading under its new name ‘KMD Brands’ (formerly Kathmandu Holdings)
as it executes the rollout of its refreshed corporate strategy and group vision.

Refreshed corporate strategy
The new parent company name and refreshed strategy brings KMD’s brands together under an
overarching corporate identity, harnessing the Company’s evolution over the past 35 years.
The corporate strategy consists of four key pillars - building global brands, elevating digital, leveraging
operational excellence, and showcasing leadership in ESG – which are designed to support KMD’s
growth as a brand-led global multi-channel business.
Since the acquisition of Oboz and Rip Curl, the Company has been looking to distinguish the holding
company from the Kathmandu brand. The change to KMD Brands is an outward sign of the
transformation that has occurred within the group in recent years and its future strategy, while still
acknowledging its history.
KMD Brands Group CEO, Michael Daly said:
“We are building global brands, including growing Rip Curl in North America, and making it the pre-
eminent surf brand in Australasia. We are launching Kathmandu into North America and Europe
highlighting its Australasian heritage and harnessing the specialist leadership and values that Oboz is
known for in North America to grow into Australasia and then Europe.”
A focus on improving digital execution by investing in whole-of-group platforms that support unified
customer experience and commerce operations is a key feature of the KMD Brands’ strategy. This is
supported by the launch of new and improved loyalty programs to allow personalised communications.

Operational excellence programmes that accelerate cross-brand opportunities through optimising the
supply chain, harnessing core-system upgrades and product innovation enable each brand’s products
to lead in their respective categories.
By extending Kathmandu’s B Corp accreditation to Rip Curl and Oboz and setting Science Based
Targets aligned with the Paris Climate Agreement, KMD Brands will strengthen its ESG leadership
position in the sector globally.
Michael Daly said:
“Our new company name, KMD Brands, heralds an exciting time for the group as we evolve into a
leading family of global outdoor brands that are renowned for quality, innovation and sustainability.”

New Purpose and Vision
As part of the change of Company name, a new purpose and vision statement for the group has been
established. KMD’s vision is to be the leading family of global outdoor brands – designed for purpose,
driven by innovation, best for people and planet. As the parent company, KMD brings vision and
strategic guidance to enable group synergies and to create more than the sum of the parts of its
individual brands.
Michael Daly said:
“Our purpose is to inspire people to explore and love the outdoors. All our brands are focussed on
supporting, enhancing and encouraging activities for the outdoor consumer.”
The Company has also developed a new logo for KMD Brands and designed creative assets which
will feature across its investor website and investor presentation materials, including textured designs
representing the sky, land and sea.

ENDS
For further information, please contact:
Investors Media
Eric Kuret Helen McCombie
Market Eye Citadel-MAGNUS
P: +61 417 311 335 P: + 61 2 8234 0103
About KMD Brands
KMD Brands is a global outdoor, lifestyle and sports company consisting of three iconic brands:
Kathmandu, Rip Curl and Oboz. A Certified B Corp, Kathmandu was founded in 1987 in New Zealand
and specialises in quality clothing and equipment for travel and adventure. Oboz, part of the group
since 2018, is based in North America and designs ‘True to the Trail®’ outdoor footwear to help
people explore the wilderness. Rip Curl, acquired in 2019, is a leading global surf brand born in Bells
Beach, Australia in 1969. Through these three brands KMD Brands has transformed from a leading
Australasian retailer to a brand-led global multi-channel business.
www.kmdbrands.co
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