Both sides have gained from Armada acquisition, Amer says
06/10/2017
Armada and Amer Sports had worked together for ten years before the acquisition in April 2017. Amer produced Armada skis in its factories in Austria and Bulgaria. President of Amer’s winter sports equipment division, Michael Schineis, said in recent comments that this arrangement also allowed his company to see up close the positive development of Armada year by year. He said: “There’s a big difference between Armada and smaller ski brands that are popping up fast and disappearing with the same speed.”
Benefits to Armada of the new set-up include being able to access the technical and service platforms that Amer Sports runs for winter sports equipment. It is also able to use Amer’s buying organisation for raw materials and its logistics systems for delivering product. “Consequently, the Armada team can put 100% of their energy into developing products and the brand,” Mr Schineis said.
He added, however, that Amer can also learn from Armada. He said: “Armada has a solid relationship with young consumers who see themselves differently compared to more traditional ski enthusiasts. As these consumers are digital natives, Armada is very advanced in using modern digital technologies in marketing. We can learn from their success.”
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