After several years of preparations, Peak Performance established its own business in France, in Sallanches, at the beginning of July. The unit is headed by Nicolas Kiffer, former manager at Plein Nord, which was the Swedish brand’s French agency for seven years. Kiffer remains involved in the management of Plein Nord, which still has a distribution deal with Scarpa.
The French subsidiary is targeting a turnover of about €10 million by 2015, while it reached less than €3 million last year. The expansion is to be achieved by diversifying the range sold in France, where Peak Performance is still regarded mostly as a ski brand. Furthermore, it wants to open more dedicated retail space: it already has a concept store in Chamonix and two franchised stores in Val d’Isère and Megève, while a third one will open in November in Annecy, but the company hopes to add three or four franchises in the next years.
The only larger Western European market in which Peak Performance has yet to open a subsidiary is Spain, where its sales are handled by Ski Life.
Separately, Peak Performance has another employee in France, Olivier Richard, who handles the brand’s marketing for many European countries outside Scandinavia. Meanwile, effective Oct. 1, Mattias Josander has been appointed new marketing director of Peak Performance, with international responsibilities. The 37-year old used to work as chief executive for Red Bull’s Swedish operations and as marketing manager at L’Oréal.
The brand's new country manager for Sweden is Jonas Söderqvist who has been with Peak, most recently as manager for the franchise business.
