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 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 2016, softgoods accounted for approximately EUR 1 billion 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 2016, Amer Sports had 287 branded retail stores and 69 e-commerce stores.
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