Jason Blevins reviews VOORMI Denver posts business
His company's new wool-blend hoodies — almost four years in the making — were on display in a customized snowmobile sled in the parking lot outside the Backcountry Experience shop in Durango. His team giddily stood in the downpour, dry and warm, championing its duds.
"The weather was dismal, but it was brilliant for showcasing our technology," said English, CEO of Pagosa Springs-based Voormi.
English founded Voormi after a career in software, a fast-moving industry where the pace of innovation and technology doubles every couple of years. His new outdoor-apparel "softwear" career is in a decades-old industry that is waiting for a significant innovative or technological surge.
Mike Kissell and Timm Smith stock Voormi hoodies in the company's retrofitted snowmobile trailer in Pagosa Springs before heading on the road for a retail tour. Voormi hopes to upend traditional designs as well as manufacturing and retail strategies with its innovative business plan.