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The history of skiing is closely associated with the name of one company. Like no other manufacturer for winter sports goods, Rossignol has managed to determine the world of winter sport in the last 50 years. Today, the company from the French alpine city of Grenoble is market leader in ski and ski-related equipment. With a market share of 23.8 % in terms of value it has built up a reputation hitherto unrivalled in the skiing business. |
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Success story in winter sports
Rossignol started as a manufacturer of sleds. It was the first to develop and produce a metal ski. The meeting of Rossignol and the famous skier Emile Allais was the beginning of a success story in winter sport that is still continuing in the present. Today, Rossignol offers a full range of products for all disciplines, from alpine, cross-country to snowboard, and all product families such as board, binding, boot and pole. “Our position as No. 1 has only been enabled by the fact that we offer the complete programme for all disciplines worldwide,” stresses Mr. Bälz. Apart from alpine skiing, Rossignol also provides the whole range of products for cross-country skiing, an area that has gained enormous popularity in recent years.
Exclusive production plants
Rossignol’s alpine skis, cross-country skis, and snowboards are exclusively produced in its production plants in France and Spain. Ski boots are developed and produced in the Italian town of Montebelluna, a centre of Italian shoe manufacturing. Alpine ski bindings are all produced in France. The company’s logistics services are centrally directed from an international platform in Lyon. “We here in Maisach are not yet directly linked to Lyon,” points out Mr. Bälz.
Over all the years, Rossignol has developed towards a true global brand. “We never had economical problems in the past due to our global orientation. Almost two years ago, we set up a new marketing concept,” says Mr. Bälz. In the past, Rossignol almost exclusively focused on its winter business, which still accounts for 80% of the company’s turnover. “Consequently, we weren’t visible in the shops from May on,” adds Mr. Bälz.
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A pure mountain company
In the future, Rossignol aims to be present in the market all year round with an additional product range. It wants to strongly accentuate its image as a ‘pure mountain company’ and attempts to establish its position as specialist for the mountains. The new outdoor product range includes textiles as well as climbing and walking boots. “In the next year, there will be a new evaluation between winter and summer production. As a consequence the winter business will fall back to 60 %,” predicts Mr. Bälz. The managing director has noticed another trend in skiing. ‘Rent a ski’ has become increasingly popular, which means that the total ski market in Germany won’t increase in coming years. Therefore, Rossignol focuses on the development of new and innovative products and product families. Following the successful introduction of the carving ski generation five years ago, the development has now focused on the Freeride segment, which has become extremely popular in the North American market. Rossignol has also introduced a special series for women including skis, ski bindings, and textiles.
Present through popular athletes
The company is renowned for its continuous development of new and innovative skis. Especially the ‘Bandit’ has been a worldwide success. “It has become a cult ski popular among free-riders in deep snow. It’s a very versatile ski that has brought us two-digit growth rates,” points out Mr. Bälz. Rossignol has always concentrated its efforts on technical and functional equipment that is characterised by precision and complexity. The ski specialist sells its products via classical sport shops and large renowned department stores such as Karstadt Sport. In Germany, it has built up a network of 1.000 dealers which are supported by Rossignol’s sales agents. An important aspect for Rossignol’s success with the consumer is the role of sportsmen and sportswomen who successfully present the brand. “Our dealers confirm that the success of athletes like Alberto Tomba, Martina Ertl, or Carole Montillet influences consumer buying habit”, says Mr. Bälz. Their performance has guaranteed the continuous success of Rossignol in the last decades. The company will strive to strengthen its position as specialist of the mountains. “This means that we will further focus on both winter and summer product ranges,” stresses Mr. Bälz. Segments like boots, textiles as well as cross-country skiing equipment still provide a high potential for future expansion.
Find out more on www.rossignol.de |
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© September 2010 - European Publications GmbH
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