Expansion, innovation, and community defined 2025 in our retail, as our brands strengthened their presence in key markets while deepening connections with consumers around the world.
From iconic flagship openings to hyper-local community activations, Arc’teryx, Salomon, Wilson, and Peak Performance each advanced their retail presence in distinct ways.
Arc’teryx: expanding with purpose across epicenters and core communities
A year of purposeful expansion and deeper connection to mountain communities marked Arc’teryx’s retail journey in 2025.
“We saw our largest retail opening across North America with our 5th Avenue Alpha Store, while Mountain Town openings in Banff and Aspen allowed us to connect at a deeper level with our core and pro communities, showing up for our guests in the moments that matter,” says Delaney Schweitzer, General Manager North America, Arc’teryx.
A defining milestone was the opening of the Rockefeller Alpha Store on Fifth Avenue — the brand’s largest retail launch in North America to date. As Arc’teryx’s pinnacle brand expression, Alpha Stores are designed to reflect the people, product, and environments that shape global mountain communities.
“We were proud to bring the spirit and beauty of the Coast Mountains to one of the world’s most iconic retail locations,” Delaney shares. “Our new Rockefeller space invites guests to engage with our most technical product innovation, deepen their connection to the stories that define Arc’teryx, and inspire their next adventure.”
Every detail and touchpoint of the store is designed to bring the transformative nature of the mountains to New York. “Through immersive experiences we offer guests an opportunity to touch, feel, and try on our product, share the beta through hands-on education, and see first-hand how our design solves problems at the moment of extreme need in the mountains.”
At the same time, Arc’teryx strengthened its roots in authentic mountain towns. The opening in Banff, Alberta, marked an important step in deepening ties with a community the brand has supported for decades.
“Banff is a place where we’ve long outfitted athletes, guides, and search and rescue professionals,” Delaney explains. “The store was thoughtfully designed to support our core community — creating a place for connection, enablement, and skill building in the mountains we love.”
From global retail epicenters to iconic mountain destinations, Arc’teryx continued to bring its mountain DNA closer to guests — combining technical innovation, immersive storytelling, and authentic community connection.
Salomon: accelerating DTC and winning in global epicenters
For Salomon, 2025 was a year of decisive expansion, deeper consumer connection, and a leap forward in its direct to‑to‑consumer (DTC) strategy.
“2025 was a great year for reinforcing the foundations and strongly accelerating DTC,” says Pascal Clausse, Senior Vice President, Global Retail & Epicenters, Salomon. The brand moved toward a more balanced distribution model, now surpassing 500 branded stores worldwide across owned and partner locations.
Regional growth was broad-based. “Greater China and APAC delivered strong growth, while in the Americas we expanded from New York to new locations in Los Angeles and Chicago with strong teams in place. Latin America also made a notable jump by premiumizing its in store experience. In Europe, we concentrated on key epicenters like Paris, London, and Milano, improving brand experience, brand awareness, and market share,” Pascal notes.
A standout moment came with the opening of the Los Angeles store. “Queues started at midnight, and we delivered three times our expectations on opening day ,” Pascal shares. “The enthusiasm confirmed Salomon’s growing cultural relevance in the U.S., particularly among younger consumers following the successful SoHo launch the year before.”
Europe’s retail efforts were further supported by the completion of Salomon’s Global Retail Playbook, strengthening brand consistency and advancing the mission of creating the modern mountain sport lifestyle brand. A redesigned e‑commerce platform enhanced the consumer journey and reinforced the brand’s omnichannel performance. “We are moving into a real omnichannel mindset,” concludes Pascal.
Wilson: deepening local connections and building on expertise
”Consumers have so many options on where to spend their money and time — authenticity and community matter more than ever before,” says Erin Pelton, Director, Retail Stores, North America, Wilson.
“We declared the goal that our Wilson retail stores would be the local tennis concierge to their communities, and we spent the year making that goal a reality. We did it by investing in relationships, listening to key community members, and building on our internal knowledge of racket equipment and customization.”
A major retail highlight was the Racket Stringer Summit, a two-day event that brought together 15 Wilson Certified Racket Stringers from across the U.S. The summit combined racket training, development coaching, Wilson HQ tours, and a day at Wilson’s Innovation Center. There, participants learned directly from the experts who design Wilson’s most innovative products and from the stringers who string for the Grand Slams.
“My favorite part of the Summit was that the stringers found a local court on their own and got in some play sessions around the trainings,” says Erin. “Seeing them find community with each other, sharpen their craft, and grow in their own personal development was the highlight of my year.”
At the same time, Wilson doubled down on local engagement. Every U.S. store onboarded Local Ambassadors in 2025, a pilot program designed to deepen authentic ties within local tennis communities.
“The retail teams built on organic relationships they had made in their stores, in the community, and on the courts,” Erin explains. “Ambassadors hosted in-store events, brought their networks in, and shared about our stores on social media and at their own events. We celebrated these local heroes, and it had an incredible impact on store performance.”
By strengthening local relationships and elevating in-store expertise, Wilson reinforced its role as a trusted partner for athletes, proving that community and craftsmanship are powerful drivers of long-term retail success.
Peak Performance: expanding global presence, strengthening community engagement
“In 2025, a clear focus on full-price positioning, elevated in-store presentation, and stronger omni-channel integration helped lay the foundation for sustainable growth,” says Federico Manno, VP DTC, Peak Performance.
The brand’s renewed emphasis on presenting its collections in a sharper and more compelling way in-store played a key role. “By redefining how core icons such as Helium were showcased, we elevated brand perception and reinforced Peak Performance’s premium positioning” says Federico.
Expansion in North America marked another milestone, with the opening of Burrard — Peak Performance’s first flagship in the region and second store in Vancouver — strengthening visibility and presence in an important growth market. In Europe, recent openings in Munich, London, and Berlin delivered strong momentum, contributing to a significant milestone for the region as overall retail performance moved into positive territory.
London stood out as a powerful example of combining commercial success with authentic community engagement. “To celebrate the store’s one-year anniversary, our team introduced a portable at-home ski tuning service powered by an electric bike, offering added value to the local ski community ahead of the season,” explains Federico.
“The activation culminated in a street rail jam featuring athlete Max Palm, which became one of the most talked-about ski street events in London. The event combined performance, community engagement, and brand storytelling, reinforcing Peak Performance’s credibility in ski while generating strong local momentum around the store.”
By protecting full-price integrity, empowering local teams, and maintaining a consistent brand expression, Peak Performance continued to build a stronger and more resilient retail foundation for the future.
