Gaiam, Inc. engages in the design, creation, and marketing of products and media for consumers who are interested in yoga, fitness, and wellbeing. Segments The company’s segments include Business and Direct to Consumer. Business This segment encompasses both wholesale trade relationships, as well digital content sales through third parties. The company’s business segment customers are primarily national retailers, corporate accounts and digital media marketers. The company sells its proprietary media and other products across various retailers, including mass merchants, such as Target, its major customer, and Walmart; e-tailers such as Amazon.com and Drugstore.com; wholesale clubs, such as Costco and Sam’s Club; media stores, such as Best Buy; home furnishing stores, such as Bed, Bath and Beyond; natural food stores, such as Whole Foods Market; sporting goods stores, such as Sports Authority and Dick’s Sporting Goods; and bookstores, such as Barnes & Noble. Many of these retailers display the company’s products in branded store-within-store lifestyle presentations that may include custom fixtures that it designs. Its branded products and yoga, fitness, and wellbeing media titles are distributed by its licensee in Canada, by its subsidiary Gaiam PTY in Australia, and directly by the company, through a third-party logistics provider, in the United Kingdom. The company also distributes its digital media content over the Internet and on mobile devices, such as iPads and other tablets. Its media partners include Google, YouTube, Amazon, Vudu, and iTunes. All of its licensing arrangements require its branding to be prominent on the programming and are subject to royalty agreements with its performing artists. While licensing the rights to manufacture and distribute some of the company’s media lowers recognized revenue, it also offers greater contribution margins. Direct to Consumer This segment uses e-commerce to sell its products and to provide information on LOHAS (lifestyles of health and sustainability). The company promotes its Website through its visual media, catalogs, print publications, product packaging and Internet links. The company provides customer support for e-commerce sales from its in-house call center. The company offers various LOHAS products directly to the consumer through its catalogs and through some consumer lifestyle publications. This segment also includes digital subscription services. Gaiam TV is a global digital video streaming service with approximately 6,000 conscious media titles and subscribers in approximately 100 countries. It conducts its Direct to Consumer business through its digital streaming, e-commerce, and catalog channels. Products The company’s distribution network includes retail, online, and digital channels. As of December 31, 2013, its brands were carried by approximately 38,000 retail stores worldwide. The company’s business is vertically integrated from product design and content creation through product development and sourcing to customer service and distribution. The company’s products are marketed primarily under the brands Gaiam and SPRI. Gaiam’s products include yoga mats, blocks, and other yoga accessories, restorative products, such as foam rollers and massage sticks, balance balls and rubber resistance products. Its professional brand, SPRI, encompasses a line of fitness accessories, including its newest line SPRI Cross Train. These products are marketed through both its Direct and Business segments. The company also owns or licenses other brands that are utilized on a smaller scale within its business segment to provide retailers with additional choices of brands and price points. The company sells its branded products across various sales channels. Strategies Key elements of the company’s strategy include streamlining and focusing its business; expanding its media content offering; digital delivering of media products; strengthening its Lifestyle brand; expanding its proprietary products; and complementing its existing business with selective strategic acquisitions. Intellectual Property The company’s trade name, Gaiam, and various product and Internet domain names are subject to trademark or pending trademark applications of Gaiam or a Gaiam company. Competition The company’s competitors in the accessories market are Icon Health and Fitness, GoFit, Sklz, Manduka, JadeYoga, and other small, local and regional businesses, and product lines or items offered by large retailers. In the media market, its principal competitors include Anchor Bay Entertainment, Lions Gate Entertainment, and many smaller media producers. Discontinued Operations In 2013, the company sold its non-branded entertainment media distribution operations and discontinued its direct response television marketing operations. Regulatory Matters The company’s business is subject to various other governmental regulations, including the Mail or Telephone Order Merchandise Rule and related regulations of the Federal Trade Commission. It is also subject to regulations of the U.S. Postal Service and various state and local consumer protection agencies relating to matters, such as advertising, order solicitation, shipment deadlines and customer refunds and returns. History Gaiam Inc. was founded in 1988. The company was incorporated under the laws of the state of Colorado in 1988.
gaiam inc-class a (GAIA:NASDAQ GM)
833 West South Boulder Road
Louisville, CO 80027
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