Why French Ski Brand Fusalp is Committed to the U.S. Market Despite Tariffs: Insights from CEO Pascal Conte-Jodra

Fusalp, a classic French skiwear brand, is keen on expanding its presence in the U.S., despite facing a new 20% tariff on EU goods. CEO Pascal Conte-Jodra believes that this challenge won’t derail their plans. “The U.S. is a priority for us,” he said, emphasizing the potential of both retail and e-commerce.

Conte-Jodra, who became CEO in September, aims to open between five to eight U.S. stores in the next two years, targeting cities like Los Angeles and Chicago. This follows a successful launch of three flagship stores in New York, Aspen, and Vail last year.

Recently, Fusalp’s revenue has seen significant growth. From 40 million euros in 2022, it’s expected to reach around 63 million euros for the fiscal year ending in May 2024, reflecting a 10% growth in like-for-like sales. Co-president Sophie Lacoste points out the importance of sustainable growth, stating, “We need to build a strong company as we operate independently.”

In New York City, Fusalp is moving its store from Madison Avenue to SoHo. The new location aims to attract a mix of locals and tourists, enhancing its visibility among competitive sports brands. “SoHo will better reflect our sporty, urban identity,” Conte-Jodra noted.

User shopping patterns differ in the U.S. compared to Europe. Americans often buy multiple items at once, rather than just one piece, which boosts sales. E-commerce analytics are helping Fusalp focus on key U.S. markets, and the brand plans to adjust its marketing strategies to be more dynamic and engaging. Recent changes include a focus on lifestyle content and brand storytelling.

Fusalp recognizes the growing competition in the skiwear market, with brands like Balenciaga and Zara joining the mix. However, Lacoste sees this as a validation of their long-standing expertise. “We are a pioneer in this sector,” she said.

With climate change affecting skiing conditions, Fusalp is adapting by introducing more versatile apparel that caters to outdoor lifestyles beyond just winter sports. This includes sporty parkas suitable for urban settings or casual outings.

Finally, Fusalp has plans to broaden its reach in the Asia Pacific region, especially in China, which is seen as a promising market for future growth.

Through careful positioning and a clear vision, Fusalp is not only looking to expand its footprint but also to redefine what it means to be a skiwear brand in today’s fashion landscape. As Conte-Jodra put it, “We want to create a full Fusalp universe that resonates with our customers’ lifestyles.”

For further insights on tariffs and their impact on international trade, consider checking the U.S. Trade Representative’s reports.



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