Wanaka retailer Racers Edge has announced a brand refresh after de-coupling from outdoor retail chain Torpedo 7.

The refresh includes a rejuvenated visual identity and a reconsidered brand strategy mission and purpose. 

Work to uncouple the two businesses began in late 2023, preparing Racers Edge for its return to independent roots in mid-March, right around the time Torpedo7 announced its sale.

‘We were two separate companies heading in different directions," Racers Edge managing director Charles Cochrane said.

"[We] are focused on delivering a specialist customer experience with quality international brands whilst T7 was pushing more into the home brand space”.

Racers Edge has operated out of its Wānaka lakefront store since 1989.

Originally founded as a ski specialist servicing the fledgeling Wānaka ski industry, Racers Edge has evolved and expanded into a ski, bike, and outdoor adventure store.

In the years following the Global Financial Crisis, Racers Edge established a partnership with R&R Sports, allowing the company access to a stronger buying base and improved business infrastructure.

R&R Sports was acquired by The Warehouse Group and the existing franchise agreement between R&R Sports and Racers Edge was transferred to Torpedo7.

Charles said that as Torpedo7 scaled into a large, more mainstream outdoor chain, it became difficult to integrate the franchise model into the Torpedo7 operation and the benefits of the franchise were lessened.

"While the sale of Torpedo7 during the uncoupling process came as a surprise to all of us, it also cemented the decision and highlighted the need to make it happen faster," Charles said.

Racers Edge Store is closed this week while the fresh new brand look and feel is being rolled out. The store will open again on Saturday (May 11) with the new logo encompassing key landmarks of the Wānaka region.

PHOTO: Wānaka App