Mountain Hardwear, under parent company Columbia Sportswear Company (NASDAQ:COLM), announces its development of an augmented reality-based solution.
This month, Mountain Hardwear (MHW) launches an augmented reality shopping app, featuring its completely redesigned equipment line.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20190604006139/en/
Leading up to this launch, MHW identified several obstacles when shopping for technical gear that could be alleviated by the use of Augmented Reality: limited time to visit retail stores, difficulty of in-store setup, store availability, and guesswork of online assets.
"We believe the ability to superimpose digital products and information on a user's actual environment will change retail," says Snow Burns, VP of Global Marketing. "We don't see technology as contrary to getting outside, we see it as an opportunity to enhance the experience."
And while many have been quick to jump on the AR bandwagon, these apps commonly have confusing user interfaces and low-quality imagery. MHW sought to execute solutions with the highest level of visual fidelity.
With the help of Transparent House, a creative agency based in San Francisco, California, AR renders of MHW's products feel as if they're right in front of you. "We believe technology is something that should be thoughtfully applied, not used because it is trendy," says David Scott Van Woert, Director of Business Development.
MHW will continue to roll out additional assets to expand its virtual gear closet. Users can expect to see the addition of technical apparel such as their GORE-TEX snow sports collection—a partnership that puts MHW first to develop a user-friendly AR experience for outerwear—and a special application in retail environments.
ABOUT MOUNTAIN HARDWEAR:
ABOUT COLUMBIA SPORTSWEAR COMPANY:
View source version on businesswire.com: https://www.businesswire.com/news/home/20190604006139/en/
© 2026 Benzinga.com. Benzinga does not provide investment advice. All rights reserved.
To add Benzinga News as your preferred source on Google, click here.
