According to recent findings of the annual market report conducted by the Federation of the European Sporting Goods Industry (FESI), skis and ski equipment’s sales between the winter season 2019 and 2016 have generally increased. FESI has collected this information as part of the research work carried out by its Winter sports task force, which gathers key brands from the ski sector*.
The data show a clear expansion of the European ski market on average compared to the previous season with a general increase of the sales of skis, ski bindings and ski boots of around 10 percent. This confirms a progressive growth of the ski market for the third year in a row, reaching almost 20 percent increase of ski sales compared to 2016.
In some EU countries the sales increased more than in others, namely in Italy, Spain, and Sweden. In Czech Republic, FESI notes a positive trend in ski sales. The UK is the only EU market where there has been a clear decrease compared to last season, probably because of the uncertainties caused by Brexit and the weaker pound. Outside Europe, Canada was among the countries that recorded an interesting growth in ski equipment’s sales, even though for boots the difference between the two seasons was not outstanding.
Regarding Japan, it is also important to recall that the EU-Japan Free Trade Agreement entered into force on February 1, 2019, therefore only two months before the end of the season. With this agreement, custom duties levied by Japan on ski boots will be gradually removed, thus expanding export opportunities of EU ski companies.
“I am extremely pleased with these results, which are really encouraging. After several tough years, the ski industry is now back on track and I hope it will continue for the next few seasons!,” commented René Harrer, Head of FESI Winter sports task force.
It is also worth mentioning that the higher number of sales is not limited to men. Indeed, there has been a meaningful increment in sales for women’s skis and ski boots in Germany, Austria, Sweden and Japan, and for women’s skis in Norway.
“I am glad to see that the European ski market registered such an expansion. This means that investments
are paying off and that customers’ confidence is back.”, said Jérôme Pero, FESI secretary general. “Women
played a key role in boosting skis and ski equipment’s sales in various countries, meaning that the ski
industry aims to be as inclusive as possible.”, he added.
*Existing FESI ski members are: Armada, Atomic, Black Crows, Elan, Faction Skis, Fischer, HTM (Head & Tyrolia), K2 sports, Rossignol Group (Lange, Dynastar, Look, Kerma), Nordica, Sporten (Kästle, Differences,
Artis), Tecnica-Blizzard, Marker Dalbello Völkl and Stöckli.