The Swiss market didn’t fare better than the French one in the past calendar year. ASMAS, the country’s sporting goods retailers’ association, estimates that it grew overall by only 1-2 percent to about 2 billion Swiss francs (€1,269m-$1,539m), excluding bicycles. Footwear did much better than clothing.
However, the 2005/06 winter selling season has been excellent, thanks to an abundant snowfall since November, and the association has predicted that it will close through Easter with an increase of between 5 and 6 percent (see table on this page). Sales of alpine skis and bindings, which are more and more sold as a set, rose by nearly 3 percent to some 180 million CHF (€114.2m-$138.5m) in spite of the growing popularity of ski rentals, which generated for the first time revenues of more than 200 million CHF (€126.9m-$153.9m). In many cases, skis and ski sets are being rented for a whole season now in Switzerland.
Sales of snowboards were virtually flat at around 34 million CHF (€21.6m-$26.2m), whereas cross-country ski sales jumped by almost 10 percent to an estimated 6 million CHF (€3.8m-$4.6m). Alpine and Nordic ski boots grew by about 11 percent to nearly 100 million CHF (€63.5m-$77.0m). Winter sports clothing was up by 8 percent to more than 200 million CHF (€126.9m-$138.5m). Snow helmets, spine protection units and other accessories showed a 10 percent sales increase to 77 million CHF (€48.9m-$59.3m).
The winter sports business represents about 40 percent of annual sales for Swiss sporting goods retailers. Equipment and accessories comprise 37 percent of the total market, clothing 34 percent and footwear 29 percent. Specialty sporting goods retailers have a dominant market share of 80 percent, and 35 percent of the specialty trade is controlled by integrated chains. Another30 percent is affiliated to buying groups.
