As Poslovni Dnevnik/Marta Duic writes, the very special mountaineering experience created by the Croatian Highlander brand originated in Croatia back in 2017 and has since expanded to 15 countries around the world. This year, it is heading across the pond to the United States.
The USA is the world’s largest market for long-distance mountaineering, which is a great achievement for this brand, and at the same time an opportunity to promote Croatia even more loudly.
“Launching into the American market is our biggest victory and a turning point in business because it’s the strongest market in the world, but also a market that needs a focus on health and care for nature. The first event we launched will be in California, in the Big Bear Lake region from September the 27th to October the 2nd, where we expect participants from over 40 countries to join us,” explained Jurica Barac, the director of the Croatian Highlander brand.
The event over in the USA is the result of the strategic partnership of the Croatian Highlander brand with the American event company Spartan Race®, which they concluded last year. The main goal of the partnership is to break Highlander into the world’s largest markets in the event industries such as the US, the UK and even China.
It’s worth noting that the team of recreational mountaineers and nature lovers from Osijek is responsible for the creation of this mountaineering adventure, as they recognised the beauty of Croatia in its mountain peaks and paths.
This expedition had its premiere on no less than the famous Velebit, and today, the Croatian Highlander brand has versions in Serbia, Bosnia and Herzegovina, Montenegro, Austria and Greece, while last year Morocco, Portugal, Macedonia, Spain, Saudi Arabia, the United Arab Emirates and Slovenia joined the list, as did Russia and Egypt.
Back at the beginning of pandemic-dominated 2020, the license for the Croatian Highlander brand was sold to Serbia, Bosnia and Herzegovina, Austria and Greece, which made Highlander Global the umbrella organisation that oversees the brand’s entry into existing and new countries as franchisors. In addition to more sales, the main focus of this brand will be to help organise events for partners who have purchased a license.
”In addition to expanding and developing more, we also plan to talk to potential investors for the project, which we believe will lead to a 50 million US dollar annual revenue deal by 2025. In five years, we want to be present in at least 50 markets across the world and have more than 350 events globally,” concluded Barac.
For more, check out Made in Croatia.