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The Mountain Studio Reports 44% Sales Growth as Marcel Hirscher Targets Year-Round Outdoor Brand Expansion
2025-08-15
source own
The Mountain Studio, the premium outdoor apparel company co-founded by ski racing legend Marcel Hirscher, has reported a 44% increase in sales for its latest financial year. While the company posted a solid top-line performance, its results reveal a mixed financial picture, with profitability impacted by ongoing investment in product development, retail expansion, and brand positioning.
Hirscher and his team say the growth reflects strong demand for the brand’s high-performance ski wear and technical outerwear in established Alpine markets, as well as increasing traction in Northern Europe and select global locations. However, the company sees its future far beyond the winter season.
The Mountain Studio has now set its sights on becoming a truly year-round outdoor lifestyle brand, with plans to expand its spring, summer, and autumn collections. New lines will target hiking, trail running, and urban outdoor consumers, aiming to leverage the brand’s reputation for quality craftsmanship, functional design, and sustainable materials.
“While skiing remains at the heart of our DNA, our vision is to create products that perform across all seasons,” Hirscher explained. “Our customers value performance, comfort, and timeless style — and that’s exactly what we intend to deliver, whether it’s on the slopes or in the city.”
Industry observers note that the move mirrors a wider shift in the premium outdoor apparel market, where brands are diversifying beyond winter sports to capture steady revenue streams throughout the year. For The Mountain Studio, the challenge will be maintaining its Alpine heritage while appealing to a broader, more diverse audience of outdoor enthusiasts.
With a strong retail presence in key ski destinations, growing e-commerce sales, and plans for strategic wholesale partnerships, The Mountain Studio is positioning itself to compete with established global players in the performance and lifestyle apparel sectors.
