Stöckli Ski plans online offensive and expects sales loss
Stöckli Ski is planning an online offensive. At the same time, the Swiss ski manufacturer expects a loss of sales for the current fiscal year due to the Corona pandemic. This is what the Handelszeitung writes in its current issue.
Regarding the online offensive, Stöckli CEO Marc Gläser says in an interview with the Handelszeitungthat they have found a new way to map the traditionally important relationship between ski, binding and ski boot in web sales: "The customer who wants to buy a ski from us online takes a picture of his ski boot with his cell phone and sends us the pictures. That way we know what condition the boot is in and can do a visual inspection - so that the binding can be adjusted perfectly and certified."
Due to poor consumer sentiment in foreign markets, Gläser anticipates a sharp drop in sales in fiscal 2020/2021: "There will probably be a drop in sales of around 20 percent," Gläser tells the Handelszeitung. The decline stems from foreign sales countries: "We achieve 50 percent of our ski sales abroad - and there we feel the crisis strongly." As a result, Stöckli sales are likely to fall from the previous CHF 65 million to CHF 50 million.
In addition, the Stöckli CEO speaks in an interview with the Handelszeitung about a future project he recently took up: "My personal vision is meaningful recycling of the three million pairs of skis sold worldwide every year." Today, skis that are disposed of are still burned, says Gläser. It would be better, on the other hand, if new skis could be built from old skis again: "If this succeeds, it would also be very interesting for a new business."
