• Wall Street Journal, Friday, February 27, 2009 10:45 AM

Eddie Bauer is making a major foray back to its roots by introducing its first line of high-performance mountaineering wear and gear in more than a decade. Called First Ascent, it will go on sale online in April and will be available in 180 new Eddie Bauer "stores within stores" later this year, Jennifer Saranow reports.

CEO Neil Fiske hopes First Ascent will enable Eddie Bauer to compete directly with brands like VF 's North Face, Columbia Sportswear and Patagonia. "There is still room in that market, while the traditional apparel market is overcrowded and saturated," he says.

A product development team that includes well-known mountain guides and climbers has been involved every step of the way. The team's ultimate goal was to keep the product simple, cutting costs and eliminating bells and whistles like extra pockets that lacked function and added weight.

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