Case Study


Strategic evaluation of key distributor markets across 61 countries by Javelin Group.


Strategic evaluation of key distributor markets across 61 countries for Timberland.

Timberland operates with 28 distributor partners in 60+ countries globally. Within these countries, 208 stores are standalone, 124 stores are corners, 24 are outlets, and eight are sub-franchises.

Timberland engaged Javelin Group to deliver a strategic evaluation of key distributor markets to determine:

  • In which markets should Timberland take ownership of distribution?
  • Which business development channels should be prioritised in each (concession, franchise, JV, owned)?
  • What is the size of the opportunity in each market?


  • Javelin Group built a strategic prioritisation scorecard that examined each country in terms of its potential across a number of market and business operation indicators (e.g. market size and urbanisation, market growth, market affluence and modernisation, cultural fluidity, ease of setting up wholly owned operation).
  • Javelin Group also identified strategic bundles of countries that could easily be run from a ‘lead’ country, thus increasing the relative attractiveness of those individual markets.
  • Timberland is now acting on these strategic recommendations.
  • Javelin Group has also advised Timberland on its Greece strategy following the severe downturn in that market.

Javelin Group played a key role in helping re-define our expansion strategy for emerging markets. The team delivered focused strategic insight and practical recommendations in a collaborative and personal manner.
Richard O’Rourke, Senior Vice President, International, Timberland LLC.

Find out more about Javelin Group’s International Retail Strategy service line.

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Contact Practice Director

Richard Wolff


Richard Wolff is the CEO of Javelin Group and runs our Strategy practice. ​He has more than 25 years of experience in the Retail industry, and specializes in helping leading retailers and consumer brands with their enterprise digital and omni-channel retail strategies including organization, customer experience, international expansion and business transformation. Richard has an MBA from Manchester Business School and is based in London.