Salomon Ski Investors: Who's Behind The Brand?

Salomon is a French sports equipment manufacturing company that was founded in 1947 by François Salomon in the French Alps. The company is now owned by Amer Sports, a Finnish retail conglomerate, and produces a wide range of products for various sports markets, including skiing, snowboarding, hiking, climbing, and trail running. While it is unclear exactly how many people invest in Salomon skis, the company has a strong presence in the ski market and is known for its innovative designs and high-quality products. Salomon has a global reach, with operations in over 40 countries on five continents, and has diversified its product offerings over the years to include not only ski equipment but also clothing, shoes, and accessories for a range of outdoor sports.

Salomon's history and origins

Salomons History and Origins

Salomon SAS is a French sports equipment manufacturing company founded in 1947 by François Salomon in the city of Annecy in the French Alps. The company was started in a small, one-room metalworking shop, with François' wife and son, Georges, helping to produce saw blades and steel edges for skis.

The driving force behind the company's switch to ski manufacturing was Georges, who noticed the rise in North American and European tourists passing through Annecy on their way to the Alps. Georges persuaded his father to trade saw blades for ski parts, and the brand soon gained international attention. By 1955, the company was exclusively making ski parts, and Georges had turned his attention to creating a safer binding. The original cable bindings, which had been used since the late 1920s, often caused serious injuries as they did not release in crashes. Salomon's adaptation was a releasable toe-piece called the Skade, which combined a twisting motion with a forward motion.

By 1972, Salomon had become the world's leading ski binding manufacturer, and by the end of the decade, they had branched out into boots. In 1992, Salomon ventured into summer sports with hiking shoes, and in 1997 they offered a range of snowboards, boots, and bindings. At the peak of its popularity, in 1998, Adidas bought Salomon for an estimated £1 billion. In 2005, the company changed ownership again, with Amer Sports adding the brand to its collection of sports brands.

The company's diversification strategy

Salomon SAS, a French sports equipment manufacturing company, was founded in 1947 by François Salomon in the heart of the French Alps. It has since diversified from a company specialising in ski edges and wood saws to a global outdoor sports brand.

Salomon's diversification strategy has been key to its success and longevity. The company was initially a traditional society, focusing on a single product: ski bindings. However, over the years, it has expanded its product range and ventured into new markets. This diversification has allowed Salomon to remain competitive and relevant in a dynamic industry.

In the 1980s, Salomon introduced its first ski boot, which quickly gained popularity and helped the company capture the second-largest market share in the world ski boot market by the mid-1980s. They also unveiled a cross-country boot-binding system, marketed first in France and Sweden and then globally. While cross-country equipment did not become a major market for Salomon, it demonstrated their commitment to innovation and willingness to explore new product categories.

Salomon's acquisition strategy has also played a significant role in its diversification. In 1984, the company acquired Taylor Made, a U.S.-based golf club manufacturer. This move not only strengthened Salomon's presence in the golf market but also contributed significantly to the group's sales. Taylor Made's innovative "Bubble" shaft line of golf clubs, introduced in 1995, further solidified its position in the golf industry.

In the 1990s, Salomon continued its diversification efforts by entering the snowboarding market through its subsidiary Bonfire, acquired in 1995. They designed and manufactured a full range of boards, shoes, and clothing specifically for snowboarding. Additionally, Salomon ventured into the world of in-line skating, designing, manufacturing, and distributing skates for amateur and professional racers.

The company has also built a strong presence in the hiking market, offering a respected line of summer and winter boots. Their Adventure range of hiking boots, launched in 1992, was a huge success and contributed to Salomon's reputation for innovation and quality.

Salomon's current product portfolio includes equipment for various sports markets, such as trail running, hiking, climbing, adventure racing, skiing, and snowboarding. They have a wide range of indoor and outdoor clothing, including jackets, base layers, shorts, pants, and tights. Salomon's shoe collection specialises in outdoor activities but has also gained traction in the fashion industry, with celebrities sporting their iconic XT-6 trail-ready sneaker.

The design and manufacturing process

Salomon SAS is a French sports equipment manufacturing company founded in 1947 by François Salomon in Annecy, France. The company was started by François, his wife, and their son, Georges, in a small workshop where they produced ski edges. In 1947, they filed a patent for bevelled ski edges (Patent No. 948 013). Georges, who held an advanced diploma, played a crucial role in the company's evolution into a global outdoor sports brand.

In 1955, Georges invented the "skade" safety toe piece, which combined a twisting motion with a forward motion. This innovation was endorsed by champion skier Emile Allais, who allowed the use of his name for the product. Two years later, Salomon launched the "Lift", the first binding to replace traditional leather straps. This safety binding was a huge success, leading to company expansion and the development of new products.

In the following years, Salomon continued to innovate, launching its first ski boot, the SX90, which featured rear entry and heel retention. They also introduced the SNS (Système Nordique Salomon), a revolutionary boot and binding system that prioritised flex in the binding rather than the boot. This system helped Salomon become the world leader in this equipment within three years.

In 1984, Salomon began investing in an ultra-modern, automated plant in Rumilly, Haute-Savoie, to develop their ski segment. Their first ski, the S9000, featured a monocoque structure designed as a fibreglass "self-supporting beam" for improved adhesion, and it was made without using solvents.

In the early 1990s, Salomon continued to diversify its product line, launching the Adventure range of hiking boots in 1992, followed by their first snowboard range in 1996. They also ventured into inline skating, applying their ski boot technology to this new product line.

Salomon's design and manufacturing process is characterised by their commitment to innovation, quality, and functionality. They invest significantly in research and development, continually refining their products to maintain their reputation for top quality. This approach has allowed them to expand their product offerings and establish themselves as a leading brand in various sports markets worldwide.

Salomon's market position and competitors

Salomon SAS is a French sports equipment manufacturing company that was founded in 1947 by François Salomon in the French Alps. It is a subsidiary of Amer Sports, a Finnish retail conglomerate, and operates in the sportswear and equipment space, with a focus on outdoor recreational activities.

Salomon's market position is strong, particularly in Europe, where it is well-known. The company has a diverse product portfolio, including footwear, apparel, winter sports equipment, and accessories, catering to various sports markets such as trail running, hiking, climbing, skiing, and snowboarding.

In recent years, Salomon has seen significant success in the footwear segment, blending functionality and fashion. This has resulted in a boost in brand awareness and revenue, with over 60% of its 2022 revenue coming from footwear sales.

However, Salomon's parent company, Amer Sports, recognises that brand awareness in markets like Greater China and the United States is significantly lower. As a result, they have implemented a new go-to-market strategy, increasing their presence in the DTC channel and expanding their retail stores in these regions.

Salomon's top competitors include:

• REI
• Backcountry
• Burton
• ASICS
• The North Face
• I-run
• On-Running
• Mammut
• Mountain Hardwear
• Oakley

These competitors operate in similar industries, offering sports equipment, footwear, and apparel.

The company's ownership and leadership

The Salomon Group, a French sports equipment manufacturing company, was founded in 1947 by François Salomon in Annecy, France. François launched the company by producing ski edges in a small workshop with his wife and son, Georges, who is credited with evolving the company into the global outdoor sports brand it is today.

In 1997, the Salomon Group was purchased by Adidas and the official name was changed to Adidas-Salomon AG. The company was then sold to Amer Sports in 2005, a Finnish retail conglomerate that also owns Wilson, Atomic, Precor, and Arc'teryx, among others. Amer Sports raised $1.37 billion in its U.S. initial public offering (IPO) in February 2024.

The current CEO of Salomon is Franco Fogliato. The company has eight manufacturing plants in France and 21 subsidiaries worldwide, with more than 60% of its sales made outside of Europe.

The Salomon family remains active in the company, holding around 39% of the company's stock and more than 55% of the voting rights. Leadership of the company's operations has been provided by President Jean-François Gautier since 1991, who was named as a successor by Georges Salomon upon his retirement in 1991.

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