Prana co-owners and founders Beaver and Pam Theodosakis, and Demian Kloer, will continue to run the company. Prana, based in Vista, CA, is expected to generate net sales of approximately $30 million in fiscal 2005.
“One of the primary reasons we selected Liz Claiborne was because of our ability to maintain a significant economic interest and independence in running Prana, which will allow us to preserve the quality and essence of the Prana brand that our customers and retailers expect,” said Beaver Thedoskis, Prana’s president. “This relationship goes far beyond the bottom line as we are highly impressed by Liz’s brand-building capabilities and corporate commitment to people, fair trade and the environment. We have a great opportunity to share best practices in these areas.”
As Prana has been one of my favorite climbing clothing companies over the years, I can only hope nothing changes. For me, Prana has always provided climbing clothes that have fit and worn well.