Amer Sports, the parent company of Atomic, Salomon, Bonfire and Arc'teryx, recently announced that it plans to initiate a direct-to-consumer e-commerce strategy for its brands. This strategy is a global initiative that is scheduled to begin in Europe later this fall and in the U.S. market in 2012.
The prominence of Amer Sports' snow sports brands reflects the commitment and support that the brands and specialty retailers have shown one another. This partnership makes Amer's recent announcement significant.
"NSSRA contacted representatives of Amer Sports brands to discuss this recent announcement," said NSSRA Chairman of the Board Brad Nelson, President of Hi-Tempo Ski, Snowboard & Sail, White Bear Lake, Minn. "We will be meeting with Amer executives in early August to share the perspective of the specialty retail community and to further discuss the company's strategy.
"This may be a time unlike any other in the history of the snowsport industry," Nelson continued. "For better or worse, it could be the end of the way things were and the beginning of how things will be.
"If you have an opinion on this action by Amer, positive or negative, I would urge you to send it to us so that we can share it during this upcoming meeting," Nelson said. "You can do so by emailing NSSRA President Larry Weindruch at: firstname.lastname@example.org. All emails must be received by Monday August 1."