Amer Sports Boosts European Manufacturing with New Ski and Binding Factories in Central Europe

Amer Sports Accelerates European Manufacturing Expansion to Support Brand Growth and Meet Consumer Demand

Amer Sports, a leading entity in the sports industry, is enhancing its production capabilities across Europe with significant investments aimed at bolstering brand growth and satisfying increasing consumer demand. The company is on the verge of completing a state-of-the-art Nordic ski production facility in Bulgaria and is laying the groundwork for a new Alpine binding manufacturing plant in Romania.

This strategic expansion includes the imminent launch of a sophisticated ski manufacturing unit in Bulgaria, scheduled for the latter half of the year. This initiative is central to Amer Sports' strategy to amplify the growth trajectory of its esteemed brands and cater to the escalating demands of its customer base.

Situated in Asenovgrad, merely 50 kilometers northeast of the company's existing setup in Chepelare, Bulgaria, this will mark Amer Sports' second manufacturing venture in Bulgaria and its third in Europe. The Asenovgrad facility is progressing swiftly towards its completion, with expectations to be fully operational by 2024. This site will focus on Nordic ski production, complementing the Alpine ski production at the Chepelare site. Additionally, the Altenmarkt factory in Austria will persist in crafting both Alpine and Nordic skis while evolving as a pioneering hub for ski technology and production methodologies.

Amer Sports' portfolio, encompassing brands such as Salomon, Atomic, and Armada, benefits significantly from these advancements in manufacturing capabilities.

Moving forward, Amer Sports is also initiating the establishment of a new Alpine binding factory in Oradea, Romania. This venture is a critical step towards minimizing reliance on external manufacturers and streamlining production processes. By 2025, the transition to an in-house manufacturing model for Alpine bindings will enhance the operational efficiency and product availability for brands like Salomon, Atomic, and Armada.

Stefan Leberbauer, Senior Vice President of Winter Sports Operations at Amer Sports, emphasized the company's commitment to propelling the growth of its brands through these European investments. By prioritizing in-house production, Amer Sports aims to uphold its legacy of quality and innovation, ensuring that its brands remain at the forefront of the sports industry in Central Europe and beyond.