The End of An Era at Cloudveil

From 2001 to 2005 I worked at Climbing Magazine, during which time I witnessed the parent company run the magazine into the ground. A year after I left it was sold, all but a few staff were fired and the mag was moved to Boulder. Unfortunately, Cloudveil has just suffered the same fate and the town of Jackson has lost an important part of its culture.

Not being as familiar with the situation, I can’t assign blame to any one party, and maybe they’re just another victim of the economy. I do know that the company has been sold, all of the staff were fired, the retail store and office in Jackson shut down, and the base of operations moved to Connecticut (no doubt a stronghold of the mountain culture that has defined the brand).

And speaking of the brand, the company we knew is gone. They will be expanding into broader markets, and one can only assume that will mean they will be producing a cheaper quality product with higher margins to make this a more “profitable” venture. The successful direct-to-consumer sales program is ending, and the product will only be available through other retailers. In an era when more and more companies are expanding into direct sales, there can be no doubt this is a step backwards.

But the biggest change will likely be felt in the town of Jackson itself. Cloudveil had been an important presence there since 1997, and employed people both in the office and the flagship retail store. These were people who loved the mountains, and loved the brand they worked for. Why is it that business-types don’t seem to understand how much a vibrant staff contributes to the positive image of a company? The Cloudveil folks lived and breathed in their company’s products, hitting Teton Pass for early morning ski tours and spending summer days high among the craggy peaks of the Grand. Take all that away, and the brand loses its soul.

Maybe no one cares, and maybe no one will notice the change. But in a time when more and more outdoor minded people choose to spend their hard earned cash with companies that represent ideals they believe in, perhaps they just alienated their core consumers. Regardless of the outcome, we wish the best to the staff of what was once a great company.