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Spokesman: Mavic won't go consumer direct

Published June 29, 2012

ALLEN, TX—Mavic has no plans to sell its products consumer-direct, despite its parent company’s recent agreement with an e-commerce company.

“At this time there is no plan to take Mavic consumer direct. To the contrary, Mavic is focused on investing in our existing dealer network," said Zack Vestal, the brand's communications manager.

Last week, PFSweb, Inc., a Texas-based e-commerce company, announced it had reached a multi-year agreement with Amer Sports Group, Mavic's parent company. PFWeb said it would work for all of Amer's brands, which include Mavic, Salomon, Atomic, Wilson, Suunto and Bonfire.

PFSweb already runs Suunto's e-commerce operations in the U.S.

"We chose to extend our relationship with PFSweb within the U.S. due to their exemplary direct-to-consumer support for our brands across Europe and the fact that they are able to give each of our brands unique consideration while providing our consumers the same high quality service
that they experience within our brands' stores," Victor Duran, a senior vice president at Amer Sports, said in a statement released by PFSweb.

PFSweb's services include interactive marketing, e-commerce technology, global fulfillment and logistics, customer care, financial services, and order management. Clients include Procter & Gamble, L'Oreal, LEGO, Columbia Sportswear, Sorel, Carter's, Lucky Brand Jeans, and Xerox.

Vestal said the company's agreement with Amer "doesn't necessarily mean a move to B2C (business-to-consumer) e-commerce for all the brands within Amer, nor all the regions where Amer brands do business."

"Amer has already started e-commerce in Europe for brands such as Salomon and Suunto, but Mavic is not included in this program. Amer will probably duplicate what has been implemented in Europe into North America. But Mavic is organized differently within Amer, and is not part of Amer's broader B2C plans."

Topics associated with this article: Omnichannel

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