Salomon, second store in Milan. Lifestyle evolution rewards the brand

According to a recent study published by Mediobanca and dedicated to the Sport&Outdoor sector, the turnover of multinationals in this sector is expected to reach 363 billion euro in 2025 (+2% on 2024), in contrast to the substantial stability expected for the fashion sector. Driving the segment is technical sportswear oriented to performance, but also to everyday use, with innovation and research that, combined with a greater attention to aesthetics than in the past, also influence urban fashion. The Salomon brand, born in 1947 in Annecy, France, and part of the Amer Sports group (Wilson, Atomic, Peak Performance), listed on the Nyse, seems to fit perfectly into this segment. In the first quarter of 2025, revenues increased by 23% to over USD 1.4 billion, driven by products in the technical&apparel segment, and operating profit soared (+97%) to USD 214 million. Against this backdrop, the quarterly report states, 'the momentum of the Salomon footwear brand accelerates globally'.

Testifying to this accelerating momentum are Salomon's recent activities in Italy, a market whose importance is confirmed by Paolo Parmeggiani, director of countries and managing director Italy of the French brand: "It has always played an important role in Salomon's history and in particular in the ski market, from which the brand's history started in the late 1940s. Today, the brand is expanding: for the past few years we have also entered the more 'fashion' world and Italy is also strong in this segment. We can therefore say that we are able to embrace the different souls of the brand'.

This is also why Salomon has chosen to double its presence in our country by opening a second single-brand shop after the one it opened, also in Milan, in November 2024: 'The two shops have two different identities: the one in Brera is dedicated to the sports style collection, the one in Gae Aulenti has a wide assortment of performance products. However, we continue to work with specialist retailers in the area, and for the past few years we have formed a number of partnerships with fashion retailers. Best sellers like the XI6 footwear have become 'urban' and not just technical products over the years. What makes the difference in Salomon's performance is 'research and innovation', says Parmeggiani. He explains how the brand's evolution is also based on these two pillars: "We are developing the sport style segment, working a lot on cities like Milan and Paris that embrace the world of fashion, but also of running".

Parmeggiani confirms that we are witnessing a broadening of the sporting audience: 'We see the growth of sporting practitioners on a daily basis, not only registered members but also amateurs and sports enthusiasts. In general, we see a growth in the sports market, thanks to a greater quest for physical well-being'. Istat's numbers, relating to Italy, confirm that the share of sportsmen and women (calculated on the population over three years old, ed.) is increasing: from 26.6% in 1995 to 37.4% in 2024.

In this context, Salomon is warming up its engines in view of Milan Cortina 2026: 'We have already launched a capsule dedicated to the Olympics and Paralympics, but in October a much broader collection will debut. And, as a premium partner, we are preparing to dress the volunteers and torchbearers'.