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How women are changing Columbia Sportswear: CEO

Apparel and footwear company Columbia Sportswear had a rough day on Friday.

Despite a history of strong performance, Columbia's stock dropped almost 3 percent. Yet it delivered a strong quarter, with a 12-cent earnings beat from a 33-cent basis and a monster revenue beat.

So what the heck happened? Jim Cramer spoke with Columbia CEO Tim Boyle to find out.

"I found this decline pretty puzzling, and the only rational explanation that I can find is that despite giving solid guidance, management's commentary on the conference call may have been a bit too conservative and downbeat," the "Mad Money" host said.





Tim Boyle
Anthony Pidgeon | Redferns | Getty Images
Tim Boyle

Columbia is the company behind such brands as Columbia, Sorel, Mountain Hardwear, Montrail and Prana Brands.

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"We have a big business outside of the U.S. and we like our customers to do well, but we are not strictly dependent on U.S. customers," Boyle said.

Cramer noted the strength of brands such as Sorel and Prana in comparison to its main brand Columbia, and asked if it could be possible for those brands to grow larger than the Columbia brand.

"I think so for sure," Boyle responded.

Boyle explained that the company has been working hard to transform Columbia into a brand that isn't weather sensitive, and is less-male oriented. However, studies at Columbia show that both Prana and Sorel resonate with women, and have attracted approximately 70 percent women.

"The important thing is those brands understand women and know how to resonate with them and how to make products that are important to them," Boyle said.

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