Scandinavian Amer Sports positions two brands in the same store

By

Olivier Guyot

Published
Nov 7, 2012

It is a first for the Scandinavian group Amer Sports. For a few weeks now, the group has been testing Salomon and Arc'Teryx brands in the same store in Montreal, Canada with positive results.

"When we reduced the size of our Arc'Teryx store, we quickly realized that the best way to use the remaining space would be to offer our sister brand Salomon," said Bob Matheson, director of consumer sales at Arc'Teryx.

The sales floor is now divided by a partition so that each brand creates its own world but customers can still move from one space to another. Besides cost sharing for brands, this concept should also promote sharing of "best practices" among sales teams but especially stimulate additional sales.

"When you put Arc'Teryx apparel alongside Salomon shoes, the result is very interesting for consumers," said Pascal Clausse, head of retail development for Amer Sports, somewhat understating the concept.

The group has not indicated whether it will develop the idea on an international scale.