Fusalp, the renowned French brand famous for its luxurious skiwear, has defied the odds and achieved remarkable success in the 2021-2022 fiscal year, despite the challenges created by the Covid-19 pandemic and ski resort closures. Despite experiencing a 12% decline in sales the previous year, Fusalp managed to adapt and reposition itself in the luxury ready-to-wear market, which played a significant role in its solid performance.
During this challenging period, Fusalp placed considerable emphasis on direct sales and worked tirelessly to enhance its product offerings in its retail stores around the world. The brand also prioritized improving its digital visibility and restructured its network of retailers to align more effectively with its new positioning. Furthermore, Fusalp introduced a brand-new Heritage collection and collaborated with the prestigious luxury fashion house Chloé to increase its overall brand awareness.
To support its growth trajectory, Fusalp took measures to fortify its teams and made substantial investments in ready-to-wear production. The brand recruited new personnel and established a digital laboratory in Annecy. Despite facing challenges relating to material supply and delivery delays, Fusalp anticipates a significant increase in activity for the current fiscal year and expects to generate a turnover of approximately 40 million euros, marking a return to profitability.
Digital sales have played a particularly crucial role in Fusalp’s success, experiencing an impressive 60% growth rate. Direct sales now comprise 80% of the brand’s overall business, with e-commerce sales contributing 12% to total sales. The fusion of style and functionality in Fusalp’s products has deeply resonated with consumers, with its ready-to-wear items emerging as top sellers.
In France, Fusalp has firmly established its presence in mountain resorts and operates boutiques in key cities including Paris, Marseille, Toulon, and Biarritz. Internationally, the brand has made significant strides by entering the Asian market, with a presence in Korea and participation in the Winter Olympics in Beijing. Fusalp harbors ambitions of further expansion, with plans to penetrate the US market and open stores in ski resorts and major cities.
Despite positioning itself as a fashion-forward brand, Fusalp has not yet endeavored to showcase its collections on the catwalks of esteemed Fashion Weeks. Nevertheless, the brand has exciting collaborations in the pipeline as it gears up to celebrate its 70th anniversary this year.
Fusalp’s unwavering resilience and ability to adapt to challenging circumstances have served as crucial catalysts for its success in the 2021-2022 fiscal year. Armed with a strong adherence to quality, style, and functionality, the brand finds itself in a favorable position for further growth and expansion within the luxury ready-to-wear market.
Useful links:
Fusalp Official Website
Chloé Official Website
