A way of life. Conquering America, Salomon opens its first store in New York

After London, Barcelona, ​​Seoul and Tokyo, Solomon continues his international expansion in New York.

Already present on the American market with e-commerce for several years, the French brand has been offering a physical difference to the residents of the Big Apple since the beginning of October.

At 169 Spring Street (in the SoHo area), Salomon can present the best of its “sports style” shoe collection, from its main signatures like the ACS, the Speedcross 3, and the XT-6 on is in great demand until winter. range with its magnificent Snowclog.

Start the American dream?

Instead, the performance, because it is like a short-term installation is a large-scale policy. “Pop-up store”? More than concept, strategy.

This term defines a pop-up store that sets up for a specified period of time in a place that will be a point of sale. An empty space, an existing store, a cultural event… There are many places that can take these temporary signs.

But if the marketing interest is not immediately obvious, it is nevertheless true: by creating an exclusive and temporary experience, pop-up stores create a sense of urgency and exclusivity among consumers.

In other words, Salomon uses a well-known policy in the marketing world to create “hype” around his brand, a need for his products among an American customer who is less aware than his French counterpart.

Long term goals

It is not entirely fair to say that this concept store is Salomon’s first store in North America: the brand had tested it in Colorado, Utah and Vancouver (Canada).

But where New York is different is that this temporary installation has far more ambitious goals. Just listen to Steve Doolan, president of the American subsidiary of Salomon, and interviews with the media Footwear News be sure:

“We currently have a lease until the end of January, but we are talking to the landlord about being able to extend it. Today we are focusing more on a long-term strategy for the trade.”

Behind these words, the American media reports that Salomon plans to expand to five physical stores in 2025, starting with a permanent location in New York.

This commercial expansion policy is made possible by a favorable context for Salomon, which has its headquarters in Metz-Tessy, just outside Annecy. Its owner, the group that owns the Chinese Anta Sport, is in full financial growth if we refer to the 16% increase in its total sales or after its exciting entry on the New York Stock Exchange with acquisition- cash of 1.37 billion dollars.