Global outdoor apparel business Kathmandu Holdings Limited has changed its name to KMD Brands Limited as part of a refreshed corporate strategy.

The parent company is looking to distinguish itself from its Kathmandu brand, and the revision to its brand identity will assist in developing the company as a multi-channel business. The company has also established a new logo, purpose and vision statement.

KMD Brands Group CEO Michael Daly said that the new company name will help the business evolve into a leading global outdoor brand that is renowned for its quality, innovation and sustainability.

“We are building global brands, including growing Rip Curl in North America, and making it the preeminent 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,” Daly said.

The brand will also launch a new and improved loyalty program to allow personalised communication along with optimising cross-brand opportunities through enhancing supply chain operations, product innovation and core-system upgrades.