As Dynastar Skis pursues its worldwide brand strategy to focus on the performance segment of the global ski market, the company has just unveiled a plan that calls for aggressive investment in its factory, its technology and in its Research and Development and marketing teams.
“We love this brand,” said Quiksilver Wintersport group chairman Jean Francois Gauthier. “And, we’ll invest in the Dynastar brand and Dynastar factory as they are key elements in the future of our ski business. With its location and our history in Chamonix, this is a very strategic brand for us.”
Specifically, Dynastar has just unveiled a three-year plan to enhance production capabilities, introduce new ski technology and enhance its brand positioning. First, the company will invest an additional $2.4 million above and beyond normal annual development expenditures over the next twelve months in new construction technologies and in the Dynastar factory which is located in Sallanches at the base of the Chamonix Mt. Blanc Valley.
The Dynastar brand has also hired new global marketing and Research and Development staff including a new R&D Director and new Operational Marketing Director. “We have a wonderful story, great products and a compelling heritage,” noted Global Brand Director Jean-Renaud Daniel. “We look forward to sharing our passion and our identity with the world.”
Additional plans may also include moving the entire production facility to another site within Sallanches. At the very least, the factory facility will expand beyond its current site. “Dynastar has always been here, our heritage is Chamonix, our people, our testers our soul is inspired by these mountains,” says Daniel.