Kootenay Knitting feels the power of the rings

Publish Date: March 2003

It began as a basement operation known for its high-quality knitted toques, sweaters and vests. But by creating a focused business strategy and targeting Olympic opportunities, Kootenay Knitting doubled production capacity and significantly increased sales.

“The selling power of the Olympic rings is enormous,” says Allan Rella, the company's CEO.

Kootenay Knitting captured an indirect opportunity. They won a high-profile contract to supply the CBC with vests and sweaters for the 2002 Salt Lake City Winter Games. Along the way, they were also asked to supply 2500 hats to Olympic sponsors.

The exposure the company received on-air and 'on the ground' in 2002 has had a tremendous impact on the business, vaulting them into a new level of sales. “We were flabbergasted by the response,” says Rella.

Kootenay Knitting now has 30 employees and is installing state-of-the-art computerized equipment that will double production capacity. Rella anticipates that sales will increase by at least 60 per cent next year, creating “more Kootenay-based jobs and investment opportunities.”

As Rella admits, the Kootenay region has had to cope with many difficult challenges over the last few years. But it's also a region of resilient people who are determined to revitalize their community.

What the example of Kootenay Knitting shows is that businesses can leverage the Games to grow and prosper - ultimately contributing to stronger and more sustainable towns and regions.

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