Jans Mountain Outfitters

About This Project

Jans was an early entrant in the mountain recreation market in Park City, but as competing operators flocked to this growing ski destination, they faced the risk of being overshadowed by new players and undercut with discount pricing.

Market research we performed revealed a significant yet untapped point of differentiation for Jans. The staff possessed a wealth of outdoor experience compared to other stores that tended to employ more transient workers. Armed with this point of differentiation, we rebranded Jans as the “Mountain Recreation Experts”. We then helped Jans redesign the physical layout and lighting of their retail stores to increase functionality and boost sales. Finally, Blakeslee extended this brand to a new, full-service e-commerce website that establishes Jans as the online source for off-the-grid adventures. The site was designed to provide consumers everything they love about Jans from the comfort of their living room.

Not only has Jans become the unquestioned “go to” shop in the area, but the Jans.com site has established an impressive retail footprint internationally. Jans revenue has tripled, with the online sales component accounting for 20% of total sales.