Skistar, Sweden's largest operator of ski resorts, said it will launch an e-commerce store for skis, snowboards and other mountain sports products. The launch is planned for this autumn. The new skistarshop.com will be fully integrated with the existing skistar.com, the group's online booking platform, which has a traffic of ten million annual visits and more than one million active customer contacts a year.

Skistar owns and operates the ski resorts at the alpine skiing destinations of Hammarbybacken in Stockholm, Sälen, Åre and Vemdalen in Sweden, as well as Hemsedal and Trysil in Norway. The group's core business is alpine skiing while the list of other activities includes accommodation agency, ski schools and ski rentals.

The company said that skistarshop.com will offer the strongest brands in the market. Skistar also operates around 20 bricks-and-mortar stores at its resorts, in both Sweden and Norway. Skistarshop.com will sell leisurewear and equipment suited for both summer and winter mountain activities, with a main focus on alpine skiing.

Customers booking accommodations at Skistar resorts will be able to add the products they need for their trips to their online booking and have them delivered to their condo, hotel room or house or pick them up in one of Skistar's resort shops. Home deliveries will also be available. The new online store will be integrated into the MySkiStar loyalty program so that all purchases made at skistar.com generate points that can be used at skistarshop.com.

Skistar will also be opening a flagship store this autumn at Sälfjällstorget in Sälen, Sweden.