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« Previous Story | The Industry Report Home Page | Next Story » European Ski Rental Behemoth Takes Aim At American MarketBy Craig Altschul  Skiset was largely under the radar at the MTS Trade Exchange, a business-to-business speed-mating event where tour operators cut package deals with resorts and lodging properties for next season. Arnaud and several other representatives were hooking up with tour operators to form partnerships. They meant business. "We've been in Europe Number One and we reflect where you rent skis there," Arnaud told The IR "The American market is large and it is, not at the moment, natural. It is not as organized as the European market. This is the right time. We make ski hire easy and good." Skiset explained its goals to American operators succinctly: They plan to "set up a high quality chain of franchisees in ski resorts all over the United States; become number one in the U.S. for online ski rental; and become the key partner for tour operators in U.S. ski resorts." How big is Skiset in Europe? Try these numbers: The company has 650 specialized ski rental stores located in 320 European ski resorts in France (340 stores); Switzerland (70 stores); Austria (110 stores); Italy (100 stores); Andorra (10); Spain (10); and Germany (10). Skiset is beginning to open stores in Slovenia as well. The company's consolidated turnover is €350 million (about $472 million). Tour operator partnerships are the cornerstone of the Skiset formula as their partners sent them 700,000 customers this season. Another 250,000 customers booked their ski equipment online, again tops in the European market. Major UK tour operators, including Crystal, Thomson, Inghams, DirectSki, Erna Low, the Ski Club of Great Britain, and numerous others are partners. That's the concept in the U.S. Some might say the economic climate in the United States isn't likely to be friendly to new ventures in the next year or so, but Dufour appears unconcerned, believing instead, the time is right. "People don't want to carry ski equipment on airplanes," Duour said. "The economy is an important factor as people want to hire equipment. It is the same anywhere." The online hire is simple for customers. Skiers or riders simply choose the country, resort, closest shop to their accommodation, and provide rental dates (equipment can be collected after 4 p.m. the day before and returned up to 10 a.m. after their last day). "Select Make" lets the renter put their entire package together. Skiset guarantees the brands they chose will be waiting for them. There's even a deal where rentals can be paid for in two, interest-free payments. What It Means: Skiset's slogan is "Mountains Are Our World." It just doesn't specify which mountains. The European ski hire juggernaut that dominates the markets in the Alps, Pyrenees, and Dolomites appears poised to add the Rockies, Sierra, and Green and White Mountains to its roster. Just what U.S. resort operators need right now: a potentially big bite out of their revenue pie. « Previous Story | The Industry Report Home Page | Next Story » |
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