Originally Posted by waxman
heluva nordica makes goods skis but one of the primary reasons for their "success" is that in most cases a retailer must take the skis if they want carry the boots
aside from race product which is given away at the beginning of the season go to your local reatiler and see which brands are left on the walls
i would bet they satrt with N
Without actual data there is no way of telling where the marketshare came from (someone must have access to it), but the bottom line is that when a new large player emerges in a most saturated market that someone is going to lose marketshare. Now, ski companies can turn a blind eye to it by burying their heads in the sand and say "nope we aren't being affected it" but the fact is there that someone is losing ground when someone else gains it. It is easy to say that a company's sales are going up because shops are forced to carry both their boots and skis, but Atomic has boots and skis just like all of the big players in the market (Salomon, Nordica, Dynastar, Rossignol, Fischer, Head, Elan, Volkl). So you're saying that Atomic is selling every pair (to a consumer) of a smaller and smaller number of skis every year. The long-term impacts could be rough.
And BTW read this - http://www.amersports.com/amersports...18673228028 8
Amer sport is showing a 6% overall decrease in revenues from 2006 to 2007 as reported for the second quarter, and are partially blaming the decrease on their winter sports business in which preorders have declined by 25%
, resulting in an expected loss for 2007. They go one to say "In early 2007 we began to adjust our winter sports business to match the decrease in volumes."
In January - June 2007 Salomon's sales declined 8% and Atomic's 41%
- This is huge for Atomic as a brand even though revenue from the Atomic brand only makes up 3% of the Amersport total. The numbers don't lie... Retailers are clearly not buying as many Atomic skis than they have in pervious years... the reason for this cannot be because they are flying off the shelves.