SIA audit shows strong ski apparel sales
According to the SnowSports Industries America (SIA) Retail Audit, pre-season sales—from August to November—at specialty ski and snowboard shops in the
Overall, equipment sales (alpine, snowboard, Nordic, Telemark and Randonee/AT) declined 3% compared with last season, with sales totalling $214.6 million. Alpine equipment (including skis, ski systems, boots, bindings and poles) grew 2%. The Nordic ski equipment category, hit by a lack of snow in the
Integrated ski system sales continue to escalate totalling $38.7 million, an increase of 20% compared with the same period a year ago. Total ski sales grew 6% and totalled $71.4 million.
Total alpine boot sales remained steady with last year at $52.8 million, while approximately 20,000 more pairs off boots were sold than skis. Stand-alone binding sales fell 17%, totalling $9.5 million. Snowboard equipment sales (including snowboards, boots and bindings) were down 10% with sales reaching $68.5 million.
Alpine apparel grew 17.4% to $175.7 with strong support from insulated parka sales, which rose 24% to $60.8 million. Women’s insulated parkas led the category with $28.2 million in sales, representing 60% of all insulated sales in this category. Softshell parka sales jumped 36% to $10.6, with males purchasing 63% of the units. Snowboard apparel sales increased 12% to $33.2 million. Snowboard tops and snowboard bottoms were very strong over last year, up 20% and 21%, led by the feminine side of the business. Women’s snowboard tops and bottoms showed 40% and 25% increases.
Equipment accessories decreased by 3%, with a strong showing only from auto racks (up 12%). The apparel accessories category increased sales by 8% over the same period last year, reaching $80.4 million.
