Rossignol opens a new Parisian boutique in the Marais

Rossignol joins the wave of outdoor players who are settling in the Parisian Marais. Between the appeal of urban residents for large, high-altitude spaces and pockets of consumers with strong purchasing power, mountain specialist labels have made Paris a new high-end resort. And the Marais has become a major spot in this approach.

After Salomon, Arc'teryx, Millet and even the Swedes Klättermusen, brands specializing in outdoor activities are increasing their number of installations. The French brand, a ski giant which achieved a turnover of 401 million euros in its 2022-2023 financial year, has a 109 square meter setting and more than seven meters of windows to present its collections. At 16 rue du Temple. Rossginol will be next door to K-Way thanks to this store which was previously occupied by the eco-responsible Spanish brand Ecoalf.

“The store offers a complete range of products Rossignoldivided by thematic areas: clothing, shoes, accessories, skis and ski boots, explains the brand in a press release. Particular attention is paid to the clothing collections, designed to combine sport, elegance and performance, in order to offer a unique shopping experience, all year round.

Rossignol has in fact been working for several years to deseasonalize its activity. The brand, which still has its headquarters with a product development unit in Voiron, near Grenoble, with ski production capacities for prototyping and special series, still remains very dependent on its snow activity (at 80 %), with ski boots and bindings from other brands in the Dynastar group, Look and Lange.

The group relies on a significant industrial base with five industrial sites in Western Europe, including three in France (Sallanches-skis, Nevers-ski bindings, Saint-Étienne-de-Saint-Geoirs for its logistics platform) , one in Spain in Artés (for ski production) and one in Italy in Montebelluna (ski boots) as well as an American headquarters based in Park City, Utah. The new Parisian store, the second after the opening six years ago of the Saint-Germain des Prés store on the left bank, will showcase the history of Rossignol in the world of skiing.

But management, led by Vincent Wauters, with the backing of the Swedish fund Altor Equity Partners, its majority shareholder since 2013, has initiated a double movement focusing on innovation and diversification. In skiing, the group is developing innovative proposals, such as a new generation of foldable or more responsible skis, by opting for “greener” energy for its production units and by being active in the creation of a recycling sector. ski equipment. On the product side, diversification involved the creation of an electric mountain bike offer, the exploration of opportunities in the creation of experiences/adventures in the mountain world, but also the unveiling during the last Ultra Trail of the Mont Blanc of a first generation of trail shoes with its Vezor model, the result of three years of development.

After announcing last year that it had returned to profitability, the group intends to ramp up its clothing offering and summer activities while remaining a major player in winter mountain activities. Strengthening its store network should enable it to gain visibility. An important point for the rise of the brand but also for the Altor fund. Last year, according to Challenges, he hired Rothschild & Co in order to find a buyer for its stake in the group.