Mammut Aiming for $100 Million in North American Revenue
Photo Courtesy of Mammut
Posted by: The Daily Outdoor Retailer / October 18, 2023
Mammut, the Swiss mountain safety and outdoor company, is making significant investments in its United States operations with the aim of expanding its brand presence, increasing sales territory, and growing its staff. North American General Manager Kris Kuster revealed that Mammut's revenue in North America has nearly quadrupled over the past four years, and the company has ambitious plans to achieve $100 million in revenue in the region by 2028.
Mammut, which was a public company in Switzerland before its acquisition by private equity firm Telemos Capital in 2022, reported global sales of 218 million Swiss Francs (approximately $238.4 million) in 2020. The company operates a warehouse in Vermont and an office in Colorado, serving as dual North American headquarters, with plans to expand to 50 employees by the next year.
Despite economic challenges, Mammut has managed to grow its revenue by approximately 20% compared to the previous year without resorting to substantial markdowns, maintaining full-price sales. The company's performance varies by category, with its apparel segment seeing a 50% growth in Spring-Summer preorders, while its footwear category has not performed as well.
To address the footwear segment's challenges, Mammut is revamping its footwear line for Spring-Summer 2025, catching up with the trend for lighter and faster hiking shoes in North America. The company is renowned for its avalanche safety and climbing products, and this reputation has helped it expand into other categories, such as apparel. Mammut has also secured partnerships with ski resorts to provide uniforms for staff, promoting its brand presence and exposure.
Photo Courtesy of Mammut
Mammut aims to be seen as a high-performance, technical brand for outdoor enthusiasts and does not compete on price with cheaper alternatives on platforms like Amazon. The brand's focus is on attracting individuals who have had their first experience in outdoor activities and want to invest in premium gear. Mammut's pricing strategy positions it in the mid to higher price range.
The company has adopted an omnichannel strategy and has been working to catch up in the e-commerce space, where it now generates about 25% of its revenue. While focusing on direct-to-consumer sales, Mammut continues to emphasize partnerships with outdoor specialty retailers, particularly those at resorts. It acknowledges the importance of marketplaces like Amazon but is careful to maintain its pricing and brand integrity on these platforms.
In terms of retail, Mammut does not plan to open branded stores but is instead looking to establish five factory outlet centers across the United States in the next five years, starting with one in Castle Rock, Colorado. This approach allows Mammut to have more control over closeout pricing and achieve better margins.
Looking ahead, Mammut's priorities for the brand include sustainability, safety, and diversity, equity, and inclusion (DEI). The company is reinvesting revenue generated during the COVID-19 pandemic into innovations, such as a Bluetooth-enabled update to its Barryvox avalanche beacon, a versatile safety-certified helmet, and the integration of recycled nylon from old ropes into apparel fabrics.