Eoin Lennon, Marketing and Events lead for the Edinburgh-based distribution company Unicorn Inc, has praised Outdoor and Social 2025 as a key opportunity for brands to engage directly with those who sell their products day-in, day-out: retail staff.
Held at the picturesque Newfold Farm in Edale, right in the heart of the Peak District, Outdoor and Social is a free-to-attend, immersive learning event designed specifically for outdoor retail staff. Over several days in March, the event brought together retailers, brand reps, and product experts in a relaxed, outdoor setting with one key aim—education. By learning more about the products they sell, retail staff are better equipped to guide customers through the sometimes overwhelming world of outdoor gear and apparel.
For companies like Unicorn Inc, whose portfolio includes innovative and lifestyle-focused outdoor brands, the event was a golden opportunity. Of the five brands they distribute in the UK, four—body glide, goodr, Versus, and Grayl—were represented at the event. Each brand brings something unique to the outdoor adventure space: body glide with its anti-chafe balms, goodr with its vibrant, performance sunglasses, Versus with their technical socks, and Grayl with cutting-edge water purification gear. The products might differ, but the shared goal is clear—supporting comfort, performance, and confidence in the outdoors.
Reflecting on this year’s event, Eoin was enthusiastic about the growth and the energy on the ground. “It’s great—much bigger and better than last year,” he said. “All credit to the team. Last year was obviously the first time the event ran, and we saw a really solid turnout from retail staff. But this year? There’s been even more buzz, and people have come from a wider range of stores and regions. You can really feel the momentum building.”
That momentum is vital for smaller distributors like Unicorn Inc. With a small team based in Edinburgh, they don’t always have the resources to travel widely and connect with every retailer. Events like Outdoor and Social bridge that gap in a meaningful, face-to-face way.
Eoin highlighted how beneficial the event was for connecting directly with retail staff: “It’s a fantastic opportunity to get in front of the people who are actually on the shop floor, speaking to customers. We’re based in Edinburgh with a small team, so we don’t always have the chance to visit every type of store. For them to come to us to learn about our products is a huge benefit and we had a lot of interest.”
That collaborative spirit aligns well with the kind of brands Unicorn Inc represents. For example, Grayl’s portable water filters are increasingly popular among eco-conscious hikers and wild campers, while goodr’s bold, affordable sunglasses resonate with younger outdoor enthusiasts. Having the opportunity to explain the value and story behind each brand directly to retail staff—rather than relying solely on printed materials or online training—can make all the difference when it comes to how those products are presented to customers.
“We had a lot of interest in the products,” Eoin said. “People wanted to try them, to understand how they work, to hear what sets them apart. And because they’re learning in an outdoor environment, it just makes sense—it’s hands-on, it’s relevant, and it sticks.”
Eoin also credited the organisers of Outdoor and Social for curating such a strong event experience: “The team that was assembled were brilliant to work with—professional, passionate, and really invested in making the event worthwhile for everyone. It’s not easy pulling something like this off, but they’ve created something that feels genuinely useful and fun.”
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