Repeating what it had done at the OutDoor show in Friedrichshafen last June, the Italian Oberalp group has confirmed its decision to stop exhibiting the ranges of its Salewa and Dynafit brands at the Ispo Munich show, investing instead in a big international sales meeting. Like Amer Sports, which is not going to have a booth for Atomic or Salomon at next January's Munich show, Oberalp has agreed to intensify its work with Ispo through its year-round online platform.
Held at Alpbach, a village in the Tirol region of Austria, Oberalp's brand convention earlier this month attracted more than 600 people from 413 companies in 43 countries in Europe, Asia-Pacific and South America. The company had registered strong attendance also at its international sales meeting prior to the OutDoor show, which was held in the same Austrian village, not far from the company's head office in the Italian city of Bolzano.
At the OutDoor trade show, the South Tirolean group kept a presence for Wild Country, its brand of mountain climbing products. At the next Ispo, it will only have a booth on the show floor for Pomoca, the brand of climbing skins for touring skis it bought six years ago. Like some other brands that don't have a booth on the show floor, Oberalp will have a corporate business lounge there for private meetings.
Oberalp says its decision was prompted by the profound market changes in the industry, in particular the increasing digitalization of the sector and changing consumer behavior.
Regarding its collaboration with Ispo online, Oberalp says it will focus in particular on its Open Innovation platform, which allows brands to integrate end consumers in the product development process, and on ways to bring wearables and other new technologies from other industries into mountain sports.