Salomon opens Beijing flagship as Amer Sports accelerates China expansion

Salomon, the French outdoor sports brand owned by Amer Sports Inc, opened a three-story flagship store in Beijing on Aug 10, underscoring its push to expand in China as demand for outdoor and lifestyle apparel continues to grow.

The 728-square-meter store at China World Mall, in the city's central business district, carries Salomon's full range of products, spanning professional outdoor gear, skiing, trail and road running, as well as outdoor lifestyle collections.

The location, a primary spot for top sports brands, is part of Salomon's broader "core city, core location" retail strategy and incorporates elements of the brand's "Blue Perspective" sustainability initiative.

"China is Salomon's most critical market globally," Guillaume Meyzenq, Salomon's president and global chief executive officer, said at the opening. The company aims to help develop the outdoor industry in the country while connecting mountain culture with urban lifestyles and local consumers, he said.

The opening comes as Salomon's parent company, Amer Sports, ramps up investment in its China business. The company's outdoor performance segment, which includes Salomon, generated $714 million in revenue in the first quarter of 2026, up 42 percent from a year earlier.

Salomon added nine stores in China during the quarter, bringing its total to 302 by the end of March, according to Amer Sports. The company now expects to add 45 stores in the country this year, up from its previous target of 35.

Footwear has emerged as an increasingly important growth driver for Salomon, with momentum spanning both performance and lifestyle products across multiple geographic markets and sales channels, Amer Sports management said on its earnings call.

The company's retail expansion comes as international and domestic brands compete for a larger share of the country's growing outdoor and sports-inspired apparel market. Premium brands are increasingly seeking high-profile locations in major cities to combine physical retail with community-building and brand positioning.