Columbia slashed the prices of its electric apparel and gloves this season, giving access to battery powered gloves, boots and clothing to those who are not on the Forbes 400. Columbia realized that 1) Lots of people are cold; 2) Columbia electric clothing can warm up those people; 3) Not enough cold people are buying electric clothing because it's really expensive and not everyone is familiar with it. Now, the heated products are within reach at a price that lets nearly everyone try the technology, and make the switch—no pun intended.
Columbia is focused on building the Omni-Heat Electric platform as the pinnacle of warmth in the outdoors. By resetting MSRPs and reducing prices between 60 and 75 percent, they hope to increase accessibility to heated clothing and gear, and gain a clearer sense of people's interest in this technology. Check out the ful Omni-Heat Electric Collection here.