As many retailers had to close their doors for a long time in 2020 due to the pandemic, the South Tyrolean Oberalp Group has decided to postpone the winter clearance sales in its own brand shops to Jan. 30. The management-led family business already approached Anna Ferrino, president of Assosport, and Günther Acherer, president of the Italian Outdoor Group (IOG), in an open letter on Dec. 3, proposing the postponement of the sales season that usually starts at the beginning of January. Both IOG and Assosport immediately embraced the proposal. The Oberalp Group brands currently available in retail are Salewa, Dynafit, Wild Country, Evolv and Pomoca.
“We firmly believe that by moving the clearance sales to the end of January, we exercise a measure to preserve the true value of our products,” said Stefan Rainer, CSO of the Oberalp Group. In addition to the decision to produce a high proportion – up to 75 percent – of carry-overs for the next fall/winter season 2021/2022, the postponement can be another effective measure to support retailers in generating a substantial margin despite the lockdowns. Rainer hopes that other outdoor brands will follow Oberalp’s example. He said that in France as well as in Italy, there are already strong indications that others will choose the same approach. Especially in this year of crisis, he said, it is important not to prematurely deprive products of their true value.