Rossignol
For most of the 1970’s, 80’s and into the 90’s, Rossignol was king of the roost, the most recognized trademark in a market crammed with brands that did not survive this epoch. It built a race department that was the envy of all, with stars like Alberto Tomba and what seemed like every significant female racer in the world. Eventually, maintaining its race stable became too expensive, other companies innovated while Rossi held eroding ground and Quicksilver’s brief flirtation with ownership did neither brand any favors. Now Rossignol’s star is not only ascendant, at least as far as the U.S. market is concerned, it’s in the highest orbit of all.
For brands that make technical gear like skis, a successful renaissance is always led by product. A few years ago, Rossi shored up the core of their All-Mountain offering with the introduction of the Experience series, headlined by the terrific E98 and E88. In 2013 it re-staked its claim to carving excellence with the HP Pursuit. In 2014 it knocked the cover off the ball with the Super 7, Squad 7 and Soul 7. It’s rare for skis this forgiving to also deliver OMG performance, but Rossi has found a fresh way to deliver the stability only length provides without making a Big Mountain ski feel big when flipping edge to edge. With the Super 7, Rossignol restored the word “playful” to the Powder ski lexicon, a nearly forgotten attribute among these tanker-sized skis.
During their brief sojourn in the wilderness, Rossignol gave up rack space in the women’s market to arch rivals (in the US) K2, Völkl and Blizzard. As has transpired in every other category, Rossi has regained a lot of lost ground among women. Counting all categories, Rossignol is now once again number one in unit sales in America, and its still growing.
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