“The current context we operate in is characterized by high geopolitical uncertainties and highly volatile markets,” Alberto Zanatta, tells SGI Europe.
Tecnica Group, owner of the Blizzard, Nordica, Lowa, Rollerblade, Moon Boot and Tecnica brands, has weighed in on the matter of the Trump tariffs through its President, Alberto Zanatta.
“The current context we operate in is characterized by high geopolitical uncertainties and highly volatile markets,” Zanatta tells SGI Europe. “Despite the difficulties, in 2024, Tecnica Group concluded the year with satisfaction and now looks forward to 2025, which seems to offer new opportunities. In an ever-changing macroeconomic environment, we believe the key is to be able to adapt to change rather than try to resist it. As for the United States, which represents our first market, with a 23.5 percent share of turnover, we remain vigilant on the ongoing political and economic dynamics. The introduction of tariffs is a concern to us, as we do expect some impact on margins, as production is outside the US. It will be the American consumer who will suffer the consequences most.”
How is Tecnica reacting? By promptly adopting “a strategy of transparency on prices, highlighting any increases due to tariffs, to inform the American consumer properly and promptly,” Zanatta continues.
As for medium and long-term changes to production, location and sourcing countries, Tecnica will be making no changes. “In fact, production will remain mainly concentrated in Europe, with a limited share in Asia. A similar condition for the supply chain, on which we have made significant investments in 2024: in total, it is more than €30 million, which also include product innovation and the strengthening of digital channels.”
For reactions from Arena, Ortovox and others, see:
- Trump tariffs – reactions from around the sporting goods industry
- Tariff turmoil: How the sports and outdoor industries in the US are bracing for impact
