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How brands sell cultural myths

Editor’s note: This story was originally published on August 30, 2017 in Inside Retail Weekly. Despite closing several bricks-and-mortar stores in the UK last year, Kathmandu remains confident of its potential for international growth. The outdoor apparel and equipment brand has ramped up its presence at European trade shows and reached agreements to trial products in two major sporting chains, GO Outdoors in the UK and SportScheck in Germany. Kathmandu clothing, including down and fleece