Yesterday, Ehandel.se reported that the clothing brand is approaching 100 million SEK in turnover and is raising 16.6 million SEK in new capital. Now, the company's Chief Operating Officer, Ted Bergner, is developing the strategy to take them further towards both the hundred million mark and profitability.
The ambition is to continue growing at the same rate as before. The peak season is now underway and, according to the company, has gotten off to a strong start. As early as next week, The Mountain Studio will open a new franchise store in Sölden, Austria.
In parallel, the digital guide Compass is being launched, a concept for mountain destinations with tips on current conditions and appropriate clothing for visitors.
Recruiting Olympic Star for US Expansion
An important part of the continued expansion is the North American market. The company recently started a subsidiary in the USA to simplify logistics and customs handling, which in turn should give its own e-commerce more room to grow. As part of this effort, American alpine skier Ted Ligety, with two Olympic gold medals and five World Championship gold medals to his name, is joining as a new ambassador.
He will not only be visible externally but also participate in our product development and testing. This gives the brand great credibility with the American alpine audience, says Ted Bergner.
In the USA, The Mountain Studio has previously collaborated with established retailers such as Gorsuch and Miller Sports.
The Balance Between E-commerce and Retailers
Currently, B2B and retailers account for about 75 percent of the company's turnover, while D2C, that is, e-commerce and its own stores, account for the remaining 25 percent. The strategy for new markets is to let the different channels support each other.
We build the brand through selected retailers in new markets. Our own website then reinforces our presence and reaches customers who do not have a physical retailer nearby, explains Ted Bergner.
Clothing for Extreme Conditions
Another major step for the brand is the assignment as the official clothing partner for the Alpine World Championships in Crans-Montana 2027. According to Ted Bergner, this is the company's largest project ever.
We will dress approximately 2,500 officials and employees in specially designed garments for extreme conditions on the mountain for two weeks, in front of 150,000 expected spectators.
Capital Paves the Way for Black Figures
The recent new share issue of 16.6 million SEK has already begun to be put into practice. In addition to merchandise purchases and measures to reduce inventory, the company has chosen to invest in its own structure.
We have built up our own organization for IT and finance instead of relying on consultants. The goal is to switch to profitable growth in the coming years, concludes Ted Bergner.