Feltex breaks into U.S. cordage market

Press, 1 September 1982, Page 24

Feltex breaks into U.S. cordage market

By

John Hutchison.

in Seattle

When the "Olsen 30" championships were held here recently, two of the ihree winning boats were equipped with New Zealand cordage, a sign of the entry of Feltex into the $29 million American market for yachting line. Olsen 30s are popular American light-weight, "hitech” boats which sell in the $40,000 range. The appearance of K-Braid and Southern Ocean Racing Braid lines on winners was one more step in an effort by a Seattle firm to find a niche in the cordage market. Now. South Pacific Associates has announced the appointment of a distributor in the San Francisco area. Seattle, with Puget Sound, and San Francisco, on its huge bay, are major centres for marine equipment. The large San Francisco

firm. Anchorage Marine, will distribute the Feltex cordage through a new subsidiary company called Nautco. Its general manager, Mr Chris Harlocker, said that Nautco will include the products in the upcoming large marine manufacturers exposition to be held in San Francisco. Anchorage Marine's owner is Mr Lawrence Stewart, who sails "Zamazaan." a 52-footer built by New Zealander Bruce Farr. Movement of the New Zealand products into the very competitive American market is the result of a year of promotional work by South Pacific Associates, which also represents other New Zealand manufacturers. “We started with the concept that if Feltex were to gain acceptance here, it would be because too race boats were

starting to use it." said Mr Peter Rachtman. the American who established the Seattle firm after spending two years in New Zealand. Wedging into the United States market in the face of entrenched American manufacturers called for the creation of a racing "mystique" associated with New Zealand's world reputation for ocean racing, he said. His sales effort began with halfpage advertisements in sailing magazines before the cordage was available in stores. He followed with a letter and phone-call campaign and inducements for equipping outstanding boats. “Southern Ocean Racing Braid" was so named to take advantage of the image here of New Zealand achievement in sailing.