On March 4, French skiing and winter sport equipment specialist Rossignol officially entered the trail running sector by launching the Vezor 4 shoes. Designed for athletes, with soles produced in collaboration with Michelin, the Vezor are priced at €180. They will be presented to the market at various trail running events during the year, as well as at Rossignol partner stores in mountain resorts, where running enthusiasts will be able to try them out. Rossignol has also launched the Venosk model (€140), whose main asset is being suitable for everyday training on all types of terrain, alongside a range of T-shirts, polos, sweaters and shorts.

To establish its new position in the trail running sector, Rossignol has introduced a diverse team of athletes with a range of skills, led by Maxime Grenot, ultra-trail runner and creator of the ALPI Running training app. The team is aiming to win as many races as possible, but will also provide feedback to Rossignol about its new shoes and apparel products for the spring/summer season.

Highly competitive sector

Rossignol, which primarily specialises in skiing and winter sport equipment, has now set its sights on a market, trail running, that has 20 million practitioners worldwide and two million in France, according to the International Trail Running Association. The sector is highly competitive, but Rossignol intends to fight on an equal footing against Scandinavian and US industry leaders through cutting-edge technology and a French aesthetic. “​​​​We are shifting from being a winter sports brand to a mountain sports brand,” said Vincent Wauters, CEO of the Rossignol group. On select price-points, Rossignol is competing directly with names like Salomon and Hoka.

Rossignol embarked on a diversification strategy three years ago, and Wauters believes it makes a lot of sense. “Winter sports enthusiasts turn to trail running in summer,” he said. After extensive testing in the Montebelluna factory in Italy, Rossignol has produced tens of thousands of units of the Vezor shoes, and is eagerly expecting the feedback of the trail running community. Within three years, the brand is hoping that spring-summer products will account for 15% of its revenue.

Trail running products staving off market threats

Diversifying its assortment is a way for Rossignol to anticipate the mountain environment’s transformation caused by climate change. The environment is still relatively well-preserved at high altitude, but the transformation is noticeable lower down. Higher temperatures have caused demand for Nordic skiing products to drop in the last two winters, negatively affecting the results for the group and its brands: Rossignol, Look, Lange, Dynastar, Kerma, and Risport. For next winter, the group is expecting to top again the €331 million revenue mark, its pre-pandemic record, given that weather forecasts are encouraging.

Another threat facing the group is market uncertainty in the USA, which accounts for a third of its revenue, while Canada accounts for 10% and France for 20%. A tax on aluminium could, for example, severely impact the business. Again, trail running products are an interesting alternative.

For the time being, the Rossignol brand is busy both diversifying and consolidating its market position. After opening a new store in the Marais district in Paris in January, Rossignol is also working to revamp its Saint-Germain store, and is planning to develop dedicated retail areas in partner stores within two to three years.