Salomon aims to double US stores by 2028
Salomon is planning to roughly double its standalone store count in the United States by the end of 2027, as the French outdoor brand approaches its 80th anniversary. The company opened a new location in New York City’s Flatiron neighborhood in July, bringing its total U.S. stores to six. Executives said they expect to reach between 12 and 15 stores by the end of 2027.
City-by-city growth with a focus on demand
The brand currently operates four stores in New York City, one in Chicago, and one in Los Angeles, plus outlets in New York’s Central Valley and Ogden, Utah. A Beverly Hills location is slated to open this fall. Other markets under consideration include Boston, San Francisco, and Miami.
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Salomon’s CEO Guillaume Meyzenq said the company is going “city by city” when it comes to U.S. expansion. The brand plays in both performance and lifestyle categories, so it’s targeting large urban areas as well as places where “consumer demand is really popping up,” he explained. General manager and president of the Americas Steve Doolan said the U.S. stores have reached four-wall profitability within their first year.
Founded in 1947 in the French Alps, Salomon originally built its reputation with skiers, hikers, and snowboarders. Today it straddles performance gear and fashion-forward products — what the brand calls “sportstyle.” Rihanna wore Salomon shoes during her Super Bowl halftime show in 2023. The company also sells clothing, accessories, and hydration products. It has stores in more than 20 markets globally, including one in Canada and over a dozen in Mexico.
Owned stores as community hubs, but wholesale still dominates
Salomon plans to turn its owned stores into “community hubs” with programming and events. On July 8, the brand will celebrate its new Flatiron store with a community run, a custom gear bar, and an electrolyte happy hour. The stores are tailored to local needs: the Upper West Side location carries more hydration vests because of its proximity to Central Park.
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For a brand trying to build cultural cachet in North America, having a “full ecosystem” in retail matters, Meyzenq said. That means working with partners who reach different customers in different regions. Standalone stores typically offer a larger assortment and serve as meeting places for business-to-business discussions. There, the company can show off “the energy of the consumer and the traffic we have,” he said.
Yet wholesale remains the backbone of Salomon’s North American business. Doolan estimated that about two-thirds of revenue in the region comes from retail partners like REI, Nordstrom, and Fleet Feet. The remaining third comes from direct channels — owned stores and the website. In other countries, such as China, direct-to-consumer makes up a much larger share. The brand is also going into 44 Foot Locker doors later in July and continues seeking new partners across the Americas.
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That split means Salomon must balance its own retail ambitions with keeping wholesale relationships healthy. “For us, [wholesale] is an important part of our business and ultimately has to be a healthy part of our business, overall,” Doolan said.
Salomon is owned by Finnish conglomerate Amer Sports, which also owns Wilson, Atomic, and Arc’teryx. In May, Amer Sports reported first-quarter revenue up 32% year over year. In February, Amer Sports CEO Jie Zheng called Salomon a “rising star” and said the brand had surpassed $2 billion in sales in 2025, growing 35% year over year.
