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At Timberland, Doing Well and Doing Good Are Laced Together
Timberland's well-known name and tree logo are good clues as to how much this multinational firm cares about sustainability. The company, headquartered in Stratham, New Hampshire, started out manufacturing shoes and boots and later expanded into apparel and accessories. Today, Timberland sells through its own network of stores as well as through thousands of department and specialty stores worldwide. It also operates e-business websites in the United States, the United Kingdom, Japan, and France. The firm was so profitable that it was acquired by VF Corporation, owner of brands North Face and Wrangler, for $2.3 billion. The acquisition was the largest in the corporation's history.
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Timberland's $1.5 billion in revenue comes from sales in North America, Europe, and Asia. To stay on top of fastchanging trends in the world of fashion, Timberland maintains an international design center in London. It seeks to develop high-quality outdoor products to improve the lives of its customers and communities, as well as to inspire them to make a difference in the world. As a result, the company's long-term strategy for success combines a comprehensive social responsibility agenda with careful planning for the ever-changing marketing environment.
Four Pillars of Social Responsibility
Timberland's social responsibility agenda rests on the four �pillars� of energy, products, workplaces, and service. Each pillar is associated with specific short- and long-term targets that Timberland has established with the input of its stakeholders. Under the first pillar�energy�the company has reduced energy consumption, slashed harmful greenhouse gas