Salomon, the renowned French sportswear and equipment brand, is making bold moves to strengthen its market position. Recently, the brand unveiled two significant retail landmarks in Paris: a flagship store on the prestigious Champs-Élysées and another in the vibrant Marais district. These openings mark a strategic expansion, bringing Salomon’s total number of Parisian stores to four and signaling a pivotal shift in its growth trajectory. Strategic focus and expansion under Amer Sports Under the umbrella of Amer Sports, which saw a majority acquisition by Chinese group Anta in 2019 and a subsequent listing on the NYSE this year, Salomon has intensified its retail strategy. The company has strategically bolstered its presence, not only through flagship store launches but also by expanding the footprint of its Canadian brand Arc’teryx. Salomon, acquired by Amer Sports from Adidas in 2005, has emerged as a key growth driver. Transformation and vision for Salomon’s future Leading the charge is Jie Zheng, CEO of Amer Sports and interim CEO of Salomon, following Franco Fogliato’s departure. Zheng has outlined ambitious plans to elevate Salomon’s market positioning. This includes transforming its product offerings and brand identity to emphasize its heritage in mountain sports while integrating a more lifestyle-oriented appeal. Evolution into urban fashion In recent years, Salomon has transcended its traditional roots in winter sports, capturing the attention of urban consumers and fashion enthusiasts alike. The brand’s evolution is exemplified by its popular XT6 model and high-profile collaborations, such as the footwear designed in partnership with MM6 Maison Margiela, famously worn by Rihanna during the Super Bowl halftime show. Future outlook With a renewed focus on retail expansion and brand repositioning, Salomon is poised to continue its upward trajectory in the competitive global sportstyle market. As consumer preferences evolve, Salomon’s strategic investments in retail and product innovation promise to solidify its status as a leader in both performance and lifestyle footwear.
