Steve Lee of Hot Chillys on Brand Positioning, MAP, and the Retail Season Ahead

Channel Mastery

Today’s guest is Steve Lee, President of US Sales at Hot Chillys, a legacy outdoor recreation brand that has been leading the winter sports apparel industry since 1985. Their performance base layers include socks, leggings, turtlenecks, fleece, and accessory products, focusing on comfort and fun. Hot Chillys offers a comprehensive line of apparel for men, women, and children using next-level materials for seamless comfort, function, and fit.

In this episode, you’ll hear how Hot Chillys progressed through the pandemic and has seen its sales double, with consumers rebounding and getting back to enjoying winter sports. You will also hear about how the brand re-tooled its packaging to reflect the brand's sustainability efforts and how Hot Chillys pricing strategy at specialty retail, big box stores, and even online channels like Amazon has been managed and controlled. As they say at Hot Chillys, ‘if you're not having fun, it's just not worth it.’”

The Channel Mastery podcast is brought to you by Verde Brand Communications, a consumer-centric brand strategy, and communication agency serving the outdoor recreation industry. Your host is Kristin Carpenter, Chief Strategy Officer, Founder, and Chair at Verde Brand Communications. Channel Mastery is sponsored by our partner Life Time, Inc., owner of the Sea Otter Classic and producer of the Sea Otter Classic Summit outdoor recreation executive gathering.

Discussion Points

• How Steve got his start at Hot Chillys back in 1988
• Hot Chillys’ expansion under Performance Apparel
• Product positioning, innovation, and marketing
• 2023 season expectations
• Retail strategies – price points and promotions
• Advice on inventory levels - demand negating discounts
• Bringing the brand and company through the pandemic
• Packaging now and then - reinventing for sustainability
• Staying true to brand legacy
• Amazon sales and MAP - relationship challenges