Strategy

Amer Sports strategy is based on five strategic cornerstones which will enable the company to achieve its ambitions and financial targets.

The strategic cornerstones are:

  • Clear portfolio roles and business synergies
  • Faster growth in softgoods
  • Winning with consumers
  • Winning in go to market
  • Operational excellence

Clear portfolio roles and business synergies

Every part of Amer Sports has a clear role within the portfolio and a specific integration approach to drive scale and synergies across brands and business units.

Faster growth in softgoods

Amer Sports’ ambition set in 2015 is to reach EUR 1.5 billion in softgoods, i.e. footwear and apparel, sales by 2020. The growth is supported by product range, geographical and channel expansion. In 2015, footwear and apparel accounted for EUR 900 million of the Group’s net sales.

Winning with consumers

Understanding consumers and ensuring the relevance of brands and products is the basis for Amer Sports’ business. Consumer marketing and product innovation pipeline is increasingly focused on “surrounding the consumer” with head-to-toe solutions. The Group has strong marketing skills and capabilities, including brand management and local consumer understanding.

Winning in Go to Market

Amer Sports focuses on expanding the distribution footprint in both established and new markets while also achieving growth in own retail and e-commerce. Since 2010, the company has reached strong improvements in the quality and quantity of distribution (increased number of doors and product categories per door, in-store excellence).

Amer Sports sells its products to trade customers (including sporting goods chains, specialty retailers, mass merchants, fitness clubs and distributors) and directly to consumers through brand stores, factory outlets, and e-commerce.

End of 2015, Amer Sports had 293 branded retail stores and 71 e-commerce stores.

Operational excellence

The Group drives operational excellence, tight management of working capital and gross margin improvement:

  • All core operations managed tightly with scorecards and Key Performance Indicators
  • Significant improvements have been made in customer service, sourcing, product quality and working capital
  • Improved production flexibility in Winter Sports Equipment