At a press conference in Italy last week launching the new World Cup ski season, Nordica told journalists that worldwide sales will increase 24% to €69 million for 2004. Regionally, EU sales increased by 15%, Italian sales nearly doubled, while the rest of the world increased by 27% based on pre-bookings and shipments.

BOSS contacted Nordica USA CEO Andy Knittle who said that the U.S. numbers were slightly better that the overall sales increase, with a 29% increase across all product categories, and a 100% increase in ski sales.

World-wide ski boot sales were said to be up 60%, while the number of units sold were up 39% on a 20% increase in ASP. Ski boot production is expected to increase 39% to 78,000 pairs. Nordica is also reporting that 90% of their order book is already delivered, versus 70% last year.

Knittle said that the sales increase was due in large part to the brand’s new ownership under Technica. “For most of my time with Nordica, we were the number one brand in boots. Under the old Benetton ownership, our market-share began to decline,” he said. “Now under the new ownership we are regaining market-share and are a strong number two in the U.S. behind Salomon.”

Knittle said that much of this success is because of the tremendous support provided from Italy, as well as the degree of autonomy the U.S. subsidiary has in building the brand and re-taking its place in the market.

Nordica USA is experiencing this strong growth across all regions, with mid-to entry-level equipment sales stronger in metro areas, and mountain towns showing big increases in the more technical gear. Knittle also told BOSS that in boots their sales increase is due to new collections of high performance products, and the brand’s resurgence in alpine ski racing. All U.S. Ski team members but one are on Nordica boots this year.

According to Knittle, Nordica is gaining more shelf and wall space at its existing dealer base. “This growth is all market-share driven,” said Knittle. “The size of the pie hasn’t gotten any bigger, but our piece of it has.”