Due to the current economic and winter sports market conditions, the industry and the Rossignol Group are faced with many changes and challenges.
Since the acquisition of the Rossignol Group by Chartreusse and Mont Blanc, the Group’s new management team has worked carefully and decisively to meet those challenges; to return to profitability even amid the current economic conditions; and to ensure it’s success in the future. The group is focusing its efforts on its core competencies and stream-lining many of its departments and systems.
This process includes many positive initiatives as well as some painful consolidations and reductions.
Their intention is to better execute its most important priorities, including: execution of product; stronger sell-through support; and more effective delivery and logistics.
The management team, including new Group CEO Bruno Cercley and North American President Francois Goulet, has already re-allocated resources to improve its production quality; to build even stronger products within the Dynastar, Lange and Rossignol hardgoods ranges; and to re-focus marketing efforts on its most profitable categories.
Specifically, the Group will further distinguish between Dynastar, Lange and Rossignol by offering fewer, yet more unique and compelling products within each brand.
The Group’s plan also includes the consolidation of some aspects of sales, marketing and logistics departments among all the brands; the refocus of softgoods on the core winter market; and careful re-allocation of marketing budgets.
The Rossignol Group plans to employ many of the simple, hands-on marketing efforts that historically have helped drive these brands to their highest levels.
Globally, and in North America, the group will reluctantly reduce its work force by 30%. The restructuring plan was announced to employees on April 22nd in both the US and Canada. Francois Goulet believes that “those necessary reductions, while painful, will also bring many of our best ideas and employees closer together to be more effective as we pursue our goals and improve on our core competencies.”
Marketing Manager, The Rossignol Group
Dennis GaspariRon Steele
VP Sales & MarketingVP Sales & Marketing
Dynastar/Lange, Roxy AlpineRossignol