Mountain Warehouse targets outdoor leisure enthusiasts, with a discount-led offer encompassing clothing, footwear and related equipment and accessories. The product range is strongly own branded. It was founded in 1997 by Mark Neale as the retail partner for Karrimor International – a UK-based outdoor clothing and equipment manufacturer. With more than 250 UK outlets now in place, domestic growth has slowed of late in favour of a rapid and widespread international development programme. It now has nearly 90 overseas stores across Poland, the Netherlands, Germany, Ireland, Austria, Canada, the US and New Zealand, with dedicated websites in most of these markets. In 2015 it struck a deal with Alibaba to enter the Chinese market. It has been focusing on expanding its product ranges including a specialist premium brand Mountainlife Extreme, to compete with brands such as The North Face and Berghaus, as well as retailers such as Cotswolds and Go Outdoors. It has also introduced female-focused athleisure range Zakti which includes yoga, gym and dancewear.