Amer Group (Mavic): Focus on ‘Omni-Channel’ Retailing
HELSINKI, Finland – Finnish Amer Sports Group – owner of French Salomon Group with (among others) Mavic as well as sports instrument brand Suunto – announced that it is: “Strengthening the group’s commercial fundamentals through sales and distribution”, for which the company is “to expand its B2C business with factory outlets and e-commerce”.
In 2013, Amer Sports will be opening several outlets, brand-stores and web-stores. The first focus is on the Russian, Chinese and Korean markets. Additionally, the company will continue to build more factory outlets to support growth in soft goods and expand its web-store presence. Moreover this spring Salomon will be the first Amer Sports’ brand to expand its e-commerce activities into mobile commerce (smart phones and tablets).
“We are rolling out the foundations to develop omni-channel retailing as the consumer wants to be able to buy anytime, anywhere and anyhow”, says Pascal Clausse in his role as vice president of Amer Sports & Salomon Global B2C. “We achieved good comparative growth in existing stores. This is a promising result as our long term plan is to double our B2C business. In order to reach this target we need to optimize the performance of the existing network.”
First focus on Salomon brand
There are no details noted for the role of Salomon Group’s Mavic brand in the new omni-channel distribution strategy. As it stands now the first focus is on the Salomon brand and products. But the concept will definitely be widened later to other brands operated by stock-listed Amer Sports. On 31 December 2012 Amer Sports operated a global retail network of 201 branded stores, 47 brand stores, 34 factory outlets, 120 partner stores and an Amer Sports e-commerce network of 23 web stores.