While overall 2009 sales were off 3 percent, Amer Sports, parent company of Salomon, Arc’teryx, and Atomic, announced that sales of winter sports equipment climbed 4 percent in 2009 versus 2008. Snowboards accounted for approximately 37.17 million Euros during this period.
While the overall results were the weakest reported by the company during the past decade, Pekka Paaalanne, aciting president and CEO, says: “Our profitability…started to improve thanks to programs initiated during 2009, and we expect the favorable development to continue during 2010.” In fact, overall profit doubled for the quarter over last year.
Here’s a break down of 2009 versus 2008 sales:
Winter Sports Equipment
In 2009, Winter Sports Equipment’s net sales of 371.7 million Euros(378.9) were at last year’s level in local currencies. The biggest product categories were alpine ski equipment, representing 78% of net sales, cross country 12%, and snowboards 10%. Net sales of alpine ski equipment fell in local currency terms by 3%, snowboards fell by 10% and cross country increased by 22%.
The development of sales showed very different patterns in the key markets during 2009. The alpine and Nordic countries started to show signs of recovery with favorable weather conditions. The North American market continued to weaken whereas the Asian market was flat. Industry sales were relatively stable as a whole, at approximately 1.4 billion Euros: alpine ski equipment 1.0 billion Euros, snowboards 0.3 billion Euros, and cross-country ski equipment 0.1 billion Euros. The EMEA continued to be the largest winter sports region representing 71% of global sales, followed by the Americas with 17%, and Asia Pacific with 12%.
After significant restructuring in 2008, 2009 was the first year for the Winter Sports Equipment business operating under its new structure. Winter Sports Equipment successfully completed its consolidation of the manufacturing sites from ten to six at the beginning of the year. In addition, the integration of the Bulgarian ski factory, which was acquired in 2008, proceeded according to plan. The Winter Sports Equipment business area produced a positive result after a very challenging period.