SALOMON opens its largest multi-category flagship store in Asia at Shanghai Xintiandi.
Following the success of its flagship store on the Champs-Élysées in Paris, SALOMON has now launched another iconic location in one of the world’s key cities and shopping districts.
This two-story street-facing store spans a total of 365 square meters. During an on-site visit, Luxeplace.com discovered that this store offers an “outdoor enthusiast’s new haven.” SALOMON is breaking new ground in outdoor retail by integrating multi-sensory experiences into the store space, offering a fresh, dynamic brand image.
A key highlight of this flagship store is its comprehensive product lineup. It challenges the conventional perception of SALOMON as a footwear-centric brand by showcasing a full range of products.
According to the brand, the store includes professional athletic categories such as trail running, hiking, road running, and skiing. Additionally, it features the Outdoor Lifestyle series, the experimental SALOMON ADVANCED line, and a variety of exclusive collaborations. High-performance S/LAB products and Korea-specific items tailored for the Asian market are also available in-store.
This full-category approach signals SALOMON’s strategic upgrade within the Chinese market.
With a history spanning 77 years, SALOMON has evolved from a niche brand favored by outdoor and fashion aficionados to a widely recognized name among mainstream consumers, particularly since 2019.
According to financial reports from its parent company, Amer Sports, SALOMON’s revenue in the Greater China region grew by 72% from 2021 to 2022, with total sales surpassing $1.3 billion in 2023.
How has SALOMON managed to elevate its brand strength in such a short period, and what’s next?
Image above: Tao Ran, Deputy General Manager of Shui On Xintiandi; Li Zhenhui, Senior Commercial Director of Shui On Xintiandi; Yin Yi, Vice President of SALOMON Greater China; and Yao Miao, elite SALOMON athlete and world champion in trail running, attended the store opening event together.
1. Rooting in Prime Shopping Districts to Broaden Mass Appeal
SALOMON has made a striking presence with a large façade wall at its Shanghai Xintiandi store. The meticulously designed, tall, street-facing storefront and art installations have drawn numerous consumers and tourists to explore the space.
Located in the heart of Shanghai’s central business district and a cultural landmark, Xintiandi’s foot traffic will help SALOMON reach a wider audience, including both outdoor sports enthusiasts and fashion-forward shoppers.
Image above: The storefront and interior installations feature waveform designs inspired by mountain contours.
Establishing a flagship store in a high-traffic, fashion-forward district requires a significant investment. For SALOMON, once a niche outdoor brand, this prominent store location serves as a pivotal point to enhance brand image and connect with a broader consumer base.
In May, SALOMON opened its Champs-Élysées flagship store near Calvin Klein and just steps away from the Louis Vuitton flagship. In April, it launched its first trend-focused store in Paris’s Marais district, debuting collaborations with renowned designers and fashion brands.
Image above: SALOMON Champs-Élysées flagship store
Image above: SALOMON Marais store
In China, SALOMON’s stores are now present in high-end commercial areas across major cities, including Beijing’s WF Central, Nanjing’s Deji Plaza, and Shanghai’s Grand Gateway 66.
SALOMON’s presence in China is expanding rapidly, with its store count growing from 13 in 2019 to 136 today, effectively doubling within the past year.
Amer Sports CEO James Zheng highlighted during the company’s Q2 2024 financial call that SALOMON aims to reach 200 stores in China by year-end, covering both direct and franchise locations.
The Xintiandi flagship exemplifies SALOMON’s commitment to creating an upgraded retail experience in key cities and shopping districts globally.
In terms of spatial design, the Xintiandi flagship is inspired by the French word for “voice” (VOIX) and themed around the “Voix of Mountain.” The store offers an immersive, multi-sensory experience, inviting consumers to “return from the city to the mountains.”
The brand plans to host core brand events in the future, including exclusive community activities for Xintiandi members, to build deeper connections with consumers.
Image above: At the staircase between the first and second floors is an audio art installation named “Choir to the Wild,” created by artist Yin Yi in collaboration with the RAN Youth Art Incubation Program.
Image above: On opening day, a runway show titled “Show of the Mountains” presented SALOMON’s 2023 fall/winter footwear and apparel. The show runway was inspired by the brand’s iconic RACE FLAG tricolor design, with elite SALOMON athlete and world champion trail runner Yao Miao opening the show in S/LAB gear.
2. Reinforcing a Unique Identity of Outdoor Sports and Fashion Trends
SALOMON’s trendy products have long been a hot topic among fashion aficionados.
In recent years, SALOMON has collaborated with brands known for their distinctive styles, including UK streetwear label Palace, Japanese designer Rei Kawakubo, and Belgian fashion house MM6 Maison Margiela, strengthening its unique positioning within the fashion scene.
Image above: SALOMON × MM6 Maison Margiela first ready-to-wear collection
Despite this fashionable appeal, SALOMON’s core identity is rooted in its professional outdoor sports DNA.
Founded in 1947 in Annecy, a small town in the French Alps, SALOMON originally specialized in ski bindings.
In 1966, SALOMON introduced the breakthrough “automatic release” double ski binding, which remains in use today, and its ski equipment appeared in the Olympics.
Image above: SALOMON S9000 skis
In 1991, SALOMON expanded into various outdoor sports categories, developing a wide range of products for trail running, hiking, road running, and climbing. The 2006 Speedcross trail running shoe, known for its remarkable grip, is one of the brand’s most iconic products.
SALOMON continues to diversify its product offerings with cutting-edge technology. Its products are still developed in Annecy at the ADC (Annecy Design Center), where designers, engineers, and athletes collaborate closely.
For example, the high-performance S/LAB series requires extensive athlete feedback and testing, with an average development cycle of 2.5 years before products reach the market.
Products for broader outdoor enthusiasts are also developed based on S/LAB’s R&D principles. Even in its Sportstyle line, SALOMON maintains the professional outdoor quality and performance while incorporating trendy elements.
Image above: SALOMON’s high-performance S/LAB series
Trail running, deeply embedded in SALOMON’s DNA, epitomizes its professional foundation.
Since 2018, SALOMON has sponsored and launched the Golden Trail Series, focusing on mid-to-short distance trail running. In April, the series held its first world event in China’s Four Sisters Mountain, drawing over 60 elite athletes from 20+ countries, marking it as one of the most competitive trail running races in China. SALOMON also partnered with the Chagu Downs Kuocang Trail Race, a popular event for trail runners, now in its eighth year.
SALOMON actively supports Chinese trail runners on the international stage. In August, elite athlete Yao Miao won the OCC division at UTMB, becoming Asia’s first two-time UTMB champion. The UTMB Mont-Blanc is one of the world’s premier trail running events.
Image above: SALOMON elite athlete Yao Miao
With a 77-year history, SALOMON has built a strong foundation in professional outdoor sports, initially winning over athletes and outdoor professionals. Around 2015, SALOMON entered the fashion scene through collaborations, becoming a favorite among avant-garde designers, trendsetters, and fashion lovers. This cohesive yet distinct journey has shaped SALOMON’s unique blend of professional sports and stylish outdoor appeal.
As James Zheng describes, “SALOMON footwear holds an authentic, unique market position, offering professional mountain-ready technology that is also suited for everyday wear.”
This distinctive edge will continue to bolster SALOMON’s brand strength. As Zheng remarked, “Today’s consumers increasingly favor unique brands.”
3. Becoming a Sports Brand with Broad Consumer Appeal
In fact, a comprehensive product lineup has long been part of SALOMON’s brand strategy.
As early as May 2021, SALOMON announced its strategic plan to diversify its product offerings, focusing on expanding within “the high-growth potential markets of hiking and outdoor sports, as well as the promising running and activewear sectors.”
Today, outdoor activities are no longer exclusive to professionals, as a growing number of mainstream consumers are eager to explore the outdoors. The lines between urban life and the outdoors are blurring, and “light outdoor” activities have become a popular way for city dwellers to enhance their quality of life and socialize. This trend has created new market opportunities for professional outdoor brands.
By expanding product categories suited to mainstream outdoor enthusiasts, SALOMON is set to amplify its influence in the broader market, shifting from a niche, professional-focused brand to one that caters to a mass-market outdoor lifestyle.
During the Q2 financial call, James Zheng commented, “We will continue to optimize product strategies and sales structure to maximize SALOMON’s growth potential.”
Building brand influence centers on its community reach, and SALOMON actively engages diverse outdoor enthusiasts through its extensive community network.
Since 2021, the brand has developed the SALOMON “GO Wild” community, offering a range of activities tailored to different types of outdoor enthusiasts. Programs include an “Elite Training Camp” for seasoned trail runners, the “Elite Path Training Camp” for beginners aiming to complete their first trail run, and short-distance urban trail runs designed for young newcomers.
In the broader outdoor space, SALOMON has organized nearly 200 events across ten major cities, including Shanghai, Beijing, Shenzhen, Hangzhou, Chengdu, Changsha, and Guangzhou. Activities span hiking, frisbee, flag football, lacrosse, urban cycling, kendama, fly fishing, river trekking, birdwatching, trail paddleboarding, land surfing, yoga, and plogging.
Image above: SALOMON “GO Wild” community events
Flagship stores play a key role in conveying brand influence. With the opening of the Shanghai Xintiandi flagship, SALOMON’s innovative retail experience, vibrant outdoor culture, and full-spectrum professional sports brand image will resonate more fully with mainstream consumers.
The planned expansion to 200 stores in China by the end of the year will further support SALOMON’s goal of reaching the mass market.
Image above: SALOMON store at Tianhe, Guangzhou
Image above: SALOMON store at Sanlitun, Beijing
Conclusion
The growth of any brand often begins with the success of individual products.
For SALOMON, notable milestones include the launch of the Speedcross in 2006 and the XT-6 in 2019, the latter being named Shoe of the Year by GQ.
At this initial stage, the brand’s reputation is built upon its products, with specialized offerings that first capture the market and establish a foundation.
The recent Urban Outdoor trend has presented an opportunity for SALOMON, and the brand has seized it by remaining true to its professional roots while openly embracing a broader consumer base. Through sustained investment in its professional outdoor heritage, expanded product range, and deeper community connections, SALOMON has successfully bridged the gap from niche to mainstream.
Today, consumer recognition of product quality and design has coalesced into a unified brand concept, manifesting as brand strength.
SALOMON now stands at a new turning point in its development and is well-positioned to become a leading outdoor sports brand with broad consumer appeal.
| Image Credit: Provided by SALOMON, brand website, and official Weibo account
| Editor: Zhu Ruoyu
