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Summary
The French ski equipment market, which excludes ski clothing but includes various forms of ski equipment for disciplines such as cross-country skiing, downhill skiing and snowboarding, has grown faster than the global ski market as a whole since 2020. One of the main trends observed is the increasing predominance of rentals over purchases, with the former now dominating the ski equipment sales business. Although the market has faced challenges, French production remains significant on a global scale, with established national brands successfully exporting their products. The market is characterized by a wide diversity of competitors, from traditional ski manufacturers to general sporting goods companies such as Decathlon or Go Sport, all of whom are innovating with new materials and technologies to maintain affordability and market presence.
Trends in the French ski equipment market
The French ski equipment market has seen notable growth, outperforming the global ski market despite challenges such as unpredictable weather conditions. Within this dynamic market, there has been a significant shift from outright purchase to equipment rental, with rental now dominating the sales activities of ski equipment suppliers. The sector itself is underpinned by the presence of well-known national brands that have consolidated their reputation over several decades. These brands have not only been influential in the domestic market, but have also successfully ventured into international territories, demonstrating the strength of French production, which is recognized as one of the most important worldwide. What's more, since technology and innovation are key drivers, companies in this sector are immersed in continuous research and development. The aim is to synergistically combine cutting-edge materials and technological advances while maintaining affordable prices for consumers.
Despite these advances and strong heritage brands, the market is still highly fragmented. Producers must therefore constantly resort to creative strategies to remain competitive. In particular, traditional ski manufacturers find themselves in competition with more diversified sporting goods companies, such as Decathlon or Go Sport, which have encroached on their market share. This competitive dynamic leads to an ever-changing market structure where players must maintain a delicate balance between innovation, profitability and consumer demands to secure their position within the industry. In terms of market size and participation, although exact figures are not provided in the text, the emphasis on growth in the French market, as well as the trend towards equipment rental rather than purchase, indicates a robust industry with the participation of many national brands and generalist sporting goods manufacturers. This suggests that millions of people are engaged in various capacities, either through the direct purchase, rental or production and sale of ski equipment.
Chapter : The titans of the French ski equipment market: navigating the major players
The French ski equipment market is home to a large number of distinguished brands and retailers who have earned a reputation for quality and innovation in winter sports. The French ski equipment landscape is dominated by both traditional specialist manufacturers and versatile sports equipment giants, whose presence testifies to the competitive and dynamic nature of the sector. Among the mainstays are national brands with enduring legacies. These brands have etched their names in the snow of time with decades of presence and an ability not just to serve the domestic market, but to export their products internationally, underlining the importance of French ski equipment craftsmanship on the world stage. Their expertise ranges from the production of precision skis and snowboards to the design of state-of-the-art bindings and boots that promise performance and safety. Against this backdrop, an emerging trend is gaining ground: equipment rental services. More and more consumers are opting for the convenience and cost-effectiveness of rental rather than ownership, and ski equipment suppliers have adapted, with rental becoming an increasingly important part of their business model. This shift is indicative of changing consumer attitudes towards ownership and use, with greater emphasis on accessibility and flexibility.
Among the generalist sporting goods behemoths, names like Decathlon and Go Sport stand out. These companies offer a wide variety of ski equipment at competitive prices, aimed at a broad audience of ski enthusiasts. Their extensive distribution networks and large-scale production capabilities enable them to offer ski equipment that meets the needs of both beginners and experienced skiers.
- Decathlon, in particular, has made a name for itself with in-house brands that promise affordability without compromising on quality, thus democratizing access to board sports. The company's considerable R&D efforts enable it to incorporate new materials and technologies into its products, allowing ski enthusiasts to benefit from the latest advances in the sector.
- In the same vein, Go Sport has also carved out a place for itself in the ski equipment market. With a solid selection of ski equipment to suit a variety of preferences, the company has become a benchmark for many wishing to equip themselves for the slopes.
Focused on consumer needs and attentive to market trends, these two companies illustrate the expansive nature of the modern ski equipment market. As the French ski equipment market continues to evolve, these key players are well placed to adapt and prosper.
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Inforamtion
- Number of pages : 30 pages
- Format : Digital and PDF versions
- Last update : 06/02/2024
Summary and extracts
1 Market overview
1.1 Definition and scope of study
The ski equipment market can be viewed in two ways: one encompassing "soft goods" (clothing and accessories) and the other focusing exclusively on ski equipment. Soft goods" include various items such as wetsuits, jackets, pants, gloves, underlays, ski bags, etc., while ski equipment stricto sensu includes skis/snowboards, poles, bindings, boots, helmets, goggles and other specific accessories.
On a global scale, the market is predominantly European, with Austria and France having a particularly strong presence in the manufacture of ski equipment. In the highly concentrated French market, players such as Rossignol, Salomon, Dynastar and Fusalp are emerging as major producers, accompanied byAtomic, Head and Blizzard on the Austrian side. These brands have seen a notable increase in sales in recent years, with average annual growth of 8% since 2019.
This booming sector, boosted by the end of the pandemic, is opening up further to a diversified customer base, thanks in particular to rental and the booming second-hand market. By 2023, the number of skier-days sold in France had risen to 51 million, indicating a significant recovery on previous years, despite the challenges encountered.
Distribution channels are varied, targeting both buyers and renters. The major sports brands (Intersport, Sport 2000), specialized ski sales/rental companies (Skiset, Skimium) and online sites/platforms (Snowleader, Glisshop) are all vying to conquer market share in the most competitive markets.market share, in a context marked by the emergence of start-ups focused on the second-hand market (Campsider, Barooder, Everide).
Upstream, pressure from the supply of raw materials is making itself felt, while the upmarket positioning of traditional players and the breakthrough of low-cost players (Campsider, Barooder, Everide) are making themselves felt.e of low-cost players (Decathlon with Wed'Ze) accentuate the duality of the offer between high-quality products for sale and affordable equipment for rental.
1.2 Global market
Growth in the size of the global ski equipment market (***) World, ****, in $ billions Source: ****
Recent trends in the global ski equipment market (***) reveal steady growth. In ****, sales reached $*,*** billion, indicating steady progress since ****.
Forward-looking forecasts show a positive trend, with an estimated $*,*** billion in ****, followed by continued growth to $*,*** billion in ...
1.3 Domestic market
Growth in the size of the French ski equipment market (***) France, ****, € million Source: ****
The evolution of the French market for ski equipment (***) reveals significant growth over the ****-**** and ****-**** seasons, from €**.* million to €***.* million. This expansion can be attributed to various factors, such as the renewed post-pandemic craze for winter ...
1.4 French trade balance
French trade balance (***) World, ****, in $ millions Source: ****
The customs tariff number for the ski/snowboard trade is ******
In ****, the French ski/snowboard trade balance shows a significant increase in exports, reaching $***,*** million. Although imports also increased, totaling $***,*** million, the trade balance remained positive at $**,*** million. This dynamic underlines the competitiveness of ...
2 Demand analysis
2.1 Typology of demand: socio-cultural characteristics of the customer
As far as B*B customers are concerned, * players stand out:
Major sports brands Pure players, most of them located close to the slopes Internet sales platforms and sites
Here, it's a question of determining who makes up the B*C customer base.
Poll: Have you skied at least * time in ...
2.2 General demand trends
Poll: Who do you ski with? France, ****, in % Source: ****
The **** data show that **% of people discovered downhill skiing with their family. This figure is significant because it highlights theimpact of social reproduction in skiing, showing that downhill skiing is often passed down within families.
In comparison, **% of downhill skiers discovered the ...
2.3 Demand split between buying and leasing
As illustrated in detail in section *.*, an important observation emerges: the majority of French people rarely ski, while a minority do so regularly every year. This trend has a direct impact on ski and snowboard purchasing habits. Indeed, the purchase of this specific equipment remains the prerogative of a minority, as ...
2.4 Growing demand for the used market
In the space of just a few months, three French start-ups- Campsider, Everide and Barooders - have emerged on the market, competing to attract bargain-hungry, sustainability-conscious sports enthusiasts. Even traditional players such as Decathlon are starting to incorporate second-hand products into their shelves, reflecting changing attitudes.
France, with its mountain ranges, ...
2.5 The cyclical nature of consumer demand
Evolution of interest in "Ski" research (***) France, ****-**** Source: ****
In January ****, the popularity rate was **, reaching its peak in July **** with **. However, a decrease is observed towards the end of ****. In ****, a steady decline is noted until reaching * in June. This period probably corresponds to the summer season, when there is ...
3 Market structure
3.1 Value chain
3.2 Production (in value and volume)
Snow ski production trend (***) France, ****, € million Source: ****
The evolution of snow ski production in France in **** reveals a downward trend, with a value of €**,*** million. This decline is part of a downward trajectory since ****, when production was valued at €**,*** million.
Snow ski production trend (***) France, ****, in units Source: ****
When we compare ...
3.3 Production workforce
In the absence of statistics on the number of companies in the ski manufacturing sector, the broader field of sporting goods manufacturing was considered.
Number of companies and number of employees in the sporting goods manufacturing sector France, ****, in units Source: ****
Data on salaried employees and the number of companies in ...
3.4 Distribution channels
Number of companies and number of employees in the leisure and sporting goods rental and leasing sector France, ****, in units Source: ****
Over the past six years, the leisure and sporting goods rental and leasing sector in France has seen significant changes in both the number of employees and the number of ...
4 Offer analysis
4.1 Offer typology
Source: ****
*Catalog partially unavailable
**Accessories whose categories are similar to those used for ski sales, prices not detailed
4.2 Price trends conditioned by the scarcity of raw materials
ghj
Theproducer price index for sporting goods manufacturing in France shows an upward trend over the period January **** to November ****. In January ****, the index stood at ***.* and rose steadily to ***.* in November ****.
This development suggests an overall increase in production costs within the sporting goods industry over this period. Several factors ...
5 Regulations
5.1 Manufacturing standards for ski products
ISO (***), a worldwide federation of national standards bodies, plays a central role in setting international standards, particularly those relating to sports and outdoor equipment. The ISO ***** standard, drawn up by ISO/TC **, Sports and outdoor activity equipment, subcommittee SC *, Skis and snowboards, is a reference in this context.
Downhill skiing
In ...
6 Positioning the players
6.1 Typology of players
- Skis Rossignol
- Salomon (Amer Sport groupe)
- Fusalp
- MILLET MOUNTAIN GROUP
- Atomic
- Head
- Burton Snowboards
- Intersport France
- Go Sport France
- Glisshop (Lafreto groupe)
- PIQ
- Black Crows
- Dynastar
- Fischer Sports
- Zag Skis
- Armada Skis (Au Vieux Campeur)
- Line Skis
- Movement Skis
- Elan Skis
- Volkl
- Scott Sports
- K2 Sports
- Stöckli
- Nordica (Tecnica Group)
- Blizzard (Tecnica)
- The North Face
- Quiksilver Bilabong
- Helly Hansen
- Columbia Sports Wear
- Odlo
- Oakley
- Picture Organic Clothing
- Commencal
- Amer Sport Groupe (Wilson et Salomon)
- Béal Cordes
- Skiset Compagnie des loueurs de skis
- Sport 2000
List of charts
- Poll: Who do you ski with?
- Trend in the number of skier-days sold
- Breakdown of ski-related expenditure
- Trends in the size of the global ski equipment market (equipment excluding apparel/footwear)
- The world's leading exporters of skis and snowboards
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Latest news
Intersport and Go Sport hot on Decathlon's heels in France - 11/04/2024
- Stabilization of like-for-like sales last year at Intersport.
- Increase in sales following the acquisition of Go Sport: 3.65 billion euros, i.e. **an increase of 11.2% compared with 2022.
- Projected openings: Between 15 and 20 new stores to be opened each year
Discover Ekosport Rent, the new Sport 2000 brand | Explore Ekosport Rent, the new Sport 2000 brand - 29/02/2024
- - Sport 2000 has launched a new mountain brand, Ekosport Rent, for the 2023-2024 winter season.
- - 32 Ekosport Rent outlets have been opened for this winter.
- - The sales mix of these stores is 60-65% rental and 35-40% sales.
- - Sport 2000's objective is to open a further 20-30 stores next season, and eventually to reach a network of around 100 Ekosport Rent stores.
- - Sport 2000 currently has 241 stores in ski resorts.
4.5% growth for Sport 2000 in 2023 thanks to new openings - 27/02/2024
- Sport 2000 Group sales in 2023 were 841 million euros.
- - Sales were up 4.5% on the previous year.
- - 65% of sales came from the Sport 2000 brand network.
- - The total number of Sport 2000 stores in 2023 was 710.
- - Sport 2000's ambition is to generate sales of 1 billion euros by 2028.
Fashion: Breton Beaumanoir ready to buy Quiksilver - 23/02/2024
- - Negotiations between Beaumanoir and Authentic Brands Group for the acquisition of Boardriders' European assets
- - Iconic Boardriders brands: Quiksilver, Billabong, Roxy, DC Shoes, Element, RVCA.
- - Authentic Brands Group's acquisition of Boardriders took place six months before the negotiations were announced
- - The Authentic Brands Group portfolio encompasses around 50 brands with sales of $29 billion.
- - Authentic Brands Group acquired Boardriders from Oaktree Capital Management
- - More than 130 jobs lost in France as a result of the change of ownership, including 73 at the Saint-Jean-de-Luz headquarters and 63 in Hossegor.
- - Boardriders' sales at the time of restructuring were $1.9 billion, 40% of which were generated in Europe.
- - Beaumanoir's sales are 2.2 billion euros and the company employs 14,000 people
- - Beaumanoir has acquired La Halle, Caroll (in 2021) and Sarenza.
- - The ready-to-wear market has declined by 10% in value since 2013.
Wilson and Salomon aim to hit Wall Street hard - 23/01/2024
- Amount Amer Sports intends to raise: up to $1.8 billion
- Number of Amer Sports employees: 10,800 in Europe and China
- Global growth outlook 2022-2027: 6.4% for athletic apparel, 6.8% for athletic footwear, 6.3% for sports equipment
- Market estimates: 220 billion for athletic apparel, 152 billion for athletic footwear, 75 billion for sports equipment
Béal inaugurates a new production site in Isère - 25/11/2023
- Béal was founded in 1951.
- It has become the world leader in mountain ropes.
- It currently employs 70 people in France, 145 in Madagascar and 30 in the United States.
- Béal has invested 9 million euros in a new infrastructure, which was inaugurated on November 17.
- Mountain sports account for 40% of Béal's sales (18.5 million euros by 2022), 60% of which come from exports.
- The remainder (60%) comes from working at heights.
- Béal's ambition is to become the benchmark in personal protective equipment for work at height.
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the ski equipment market | France
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