> ## Content Index > Fetch the complete content index at: https://www.bullished.co/llms.txt > Use this file to discover other available public pages before exploring further. # Columbia's 1991-Style Fax Stunt Drew Over 8,000 Faxes For A Free Fleece - URL: https://www.bullished.co/columbias-1991-style-fax-stunt-drew-over-8-000-faxes-for-a-free-fleece-02a34bf1/ - Published: 2026-10-29T22:13:18.000Z - Updated: 2026-10-29T22:13:18.000Z - Description: CEO Tim Boyle also said new-consumer growth in the third quarter was the strongest since 2023, with U.S. e-commerce up mid single digits. - Author: Matteo Parrino - Tags: Earnings, COLM, Industry: Consumer Discretionary [Columbia Sportswear](https://www.bullished.co/tag/colm/), the outdoor apparel and footwear company, got "over 8,000 faxes" from a retro giveaway for its Helvetia fleece, Chairman and CEO Tim Boyle said on the company's third-quarter earnings call Thursday. Boyle called the response far beyond expectations, and he put the quarter's [net sales at $963 million](https://seekingalpha.com/news/4660882-columbia-sportswear-gaap-eps-of-1%5F66-beats-by-0%5F38-revenue-of-962%5F6m-beats-by-24%5F03m?ref=bullished.co), up 2%. ## Fax machines and a free fleece The Helvetia first launched in 1991\. This fall Columbia brought it back in new bold colorways and prints that Boyle said appealed to younger, targeted consumers. In early September the company ran its campaign on social media. Using a 1991-era fax machine, it challenged consumers to be among the first 91 people to fax Columbia, if they could find a fax machine, to win a free fleece. "To our surprise, we received over 8,000 faxes." A special-edition Helvetia in the colors of the PDX airport carpet "sold out within minutes online," Boyle said, and shoppers lined up around the block at the Portland flagship store. Management said the momentum is not down to any single campaign. The company's newest push, the Don't Panic Room survival-video contest, launched this week. ## Younger shoppers and e-commerce Boyle said growth of new consumers was the strongest since 2023, and U.S. e-commerce grew mid single digits, with high single digits for the Columbia brand. That came with fewer promotions, consistent with repositioning the channel as more full-price. U.S. net sales fell 1%, which Boyle attributed to delayed wholesale shipments. Asked by an analyst at Stifel to quantify the younger-consumer push, Co-President Joe Boyle pointed to year-over-year gains in consideration and purchase intent among target groups. He cited no figures. Columbia designs and sells outdoor, active and lifestyle apparel, footwear and gear under the Columbia, SOREL, Mountain Hardware and prAna brands. ## Margins, inventory and the outlook Third-quarter earnings were [$1.66 a share](https://seekingalpha.com/news/4660882-columbia-sportswear-gaap-eps-of-1%5F66-beats-by-0%5F38-revenue-of-962%5F6m-beats-by-24%5F03m?ref=bullished.co), against $0.95 a year earlier, when operating income carried $29 million of one-time impairment charges. Operating margin was 11.4%, and gross margin slipped 20 basis points (0.20 percentage points) to 49.8%. Inventory rose 11% from a year earlier in dollars, mostly from in-transit goods tied to delayed Fall 2026 receipts. Columbia ended the quarter with $230 million in cash and short-term investments and no debt. For the fourth quarter, Columbia expects sales growth of 3.5% to 7% and earnings of $1.85 to $2.10 a share. Full-year earnings guidance is [$4.65 to $4.90](https://wtop.com/national/2026/10/columbia-sportswear-q3-earnings-snapshot/?ref=bullished.co) on a reported basis. Management is forecasting mid-single-digit wholesale growth for the first half of 2027, and plans to give full-year 2027 guidance on its fourth-quarter call. Columbia says it will give full-year 2027 guidance on its fourth-quarter call. Learn - [How To Read An Earnings Call Transcript: Start With Guidance, Then Find What's Missing →](https://www.bullished.co/learn/how-to-read-an-earnings-call/) How to read an earnings call transcript: check guidance first, look for dropped metrics, compare growth with last quarter, and watch hedged wording. ### Sources - [Columbia Sportswear GAAP EPS of $1.66 beats by $0.38, revenue of $962.6M beats by $24.03M (COLM:NASDAQ) | Seeking Alpha](https://seekingalpha.com/news/4660882-columbia-sportswear-gaap-eps-of-1%5F66-beats-by-0%5F38-revenue-of-962%5F6m-beats-by-24%5F03m?ref=bullished.co) — seekingalpha.com - [Columbia Sportswear Company to Announce Third Quarter 2026 Financial Results on Thursday, October 29, 2026 – Company Announcement - FT.com](https://markets.ft.com/data/announce/detail?dockey=600-202610151615BIZWIRE%5FUSPRX%5F%5F%5F%5F20261015%5FBW128055-1&ref=bullished.co) — Financial Times - [Columbia Sportswear: Q3 Earnings Snapshot – WTOP News](https://wtop.com/national/2026/10/columbia-sportswear-q3-earnings-snapshot/?ref=bullished.co) — wtop.com - [Columbia Sportswear Company (COLM) Stock Forecasts](https://finance.yahoo.com/research/reports/ARGUS%5F5847%5FQuantitativeReport%5F1793145600000?ref=bullished.co) — Yahoo Finance - [Is Columbia Sportswear (COLM) Trading At A Discount To Cash Flow?](https://sg.finance.yahoo.com/news/columbia-sportswear-colm-trading-discount-082001735.html?ref=bullished.co) — Yahoo Finance ### More on Columbia Sportswear - [Columbia Sportswear Raises Low End Of 2026 Sales And Earnings Outlook, Cuts Cash-Flow Target](https://www.bullished.co/columbia-sportswear-raises-low-end-of-2026-sales-and-earnings-outlook-cuts-cash-flow-5967d027/) - [Dimensional Fund Advisors Reports A 5.2% Stake In Columbia Sportswear, Its 13G Filing Shows](https://www.bullished.co/dimensional-fund-advisors-reports-a-5-2-stake-in-columbia-sportswear-its-13g-filing-shows-b4433b32/) [All Columbia Sportswear (COLM) coverage →](https://www.bullished.co/tag/colm/)