Great launch of the new Atomic apparel

Be ready, the brand new Atomic apparel line hits the market! In the first year the target is to sell the products in around 400 shops, says General Manager Wolfgang Mayrhofer.

Three years ago Atomic completed a new strategy, which is crystallized in the words ”From Ski to Skiing”. Since then Atomic has developed new products surrounding the skier, for example helmets and goggles.

Now the final step of the new strategy is ready. Atomic enters the ski apparel market with three fresh and innovative product lines: Cliffline, Ridgeline and Treeline.

Designing and producing a whole new line of apparel has been a huge job.

“We put together a real strong team. There were people out of the Amer Apparel category organization and out of Atomic as well as a small dedicated project team led by Reini Schitter”, says Mayrhofer.

Now the work is done and Mayrhofer is happy with the result.

“We have got already very good feedback from our first launches in EMEA and North America and from the ISPO show where we presented our concepts and products to the wider audience of the sporting goods market.”

Entering a bigger playground

In this year the Atomic apparel is available in Austria, Switzerland, Germany, Italy, France, UK, USA and Russia.

“Our Go to Market organizations in these countries have already done local launches and presentations. There are ambitious growth targets in the second and third year, supported through the global roll out. Even if the winter in some European markets was so far not superb for the sell through of Apparel, the retailers are supportive and are buying into our programs.”

The apparel line opens whole new possibilities for Atomic.

“Atomic as a brand has great credibility and competence for skiing. Now we are entering a bigger playground – the worldwide ski apparel and gear market is worth 1 500 million euros. Entering this market is a big step for us and the Atomic brand”, emphasizes Mayrhofer.

A whole new concept of layering

The product range is split into three lines. Each provides a different layering option for the skier.

Cliffline offers the highest performance for skier. The Cliffline Stormfold jacket has a radical new solution for layering. The weatherproof PrimaLoft midlayer is the main jacket. When extra shelter is needed, there is a Pertex foldaway storm shell tucked away in a back pocket.

Ridgeline is for people who ski in lots of different conditions and want skiwear to keep them comfortable in all of them. It features a traditional layering system, with separate insulated PrimaLoft midlayers and waterproof Pertex shells.

Treeline is for skiers who want one easy-to-use insulated layer – but in this case with a unique difference: Treeline is made from a light Pertex fabric and even lighter PrimaLoft insulation.



By press release