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For an "Executive Decision" segment, Cramer again spoke with Tim Boyle, president and CEO of Columbia Sportswear (COLM) - Get Report , the footwear and apparel maker with shares that are up 9% for 2017 as unseasonably warm weather continues throughout much of the country.
Boyle said it's always terrific when it's cold and snowy outside for the maker of parkas and boots, but Columbia has been diversifying its portfolio to de-winterize its product offerings. His company currently only derives 60% of sales from the U.S., where there are six times as many stores as there are in other parts of the world.
"Nobody needs another brand of apparel," Boyle said bluntly. What they need are products that are different than everyone else's, and Columbia offers great products and a personality that consumers won't find elsewhere.
Boyle was also upbeat on Columbia's collaboration with Walt Disney (DIS) - Get Report and the Star Wars franchise, an effort that will continue again this year. Columbia, he noted, only spends about 5% of sales on marketing, compared to up to 12% for their rivals.
Cramer remained bullish on Columbia, especially going into the winter holiday season.
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Cramer and the AAP team are updating on Broadcom (AVGO) - Get Report , Nvidia (NVDA) - Get Report and TJX Companies (TJX) - Get Report . Find out what they're telling their investment club members and get in on the conversation with a free trial subscription to Action Alerts PLUS.
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