Armada swallowed by Amer Sports

snow action team 30.03.2017

It’s tough surviving as in indie brand, and the original freeski brand Armada is the latest to go, just taken over by Finnish giant Amer Sports, who already own Salomon and Atomic among iconic ski brands.

Here’s what they said:

Amer Sports Corporation acquires Armada, the iconic US ski brand, with annual net sales of approximately USD 10 million. The acquisition includes the Armada brand, Armada-branded products, as well as intellectual property and distribution rights. The transaction value is approximately USD 4.1 million, of which USD 2.5 million will be settled with cash. Armada will be integrated into Amer Sports Winter Sports Equipment business unit.

“The acquisition enables us to further accelerate especially in the US market where Armada has a solid presence. Further, the acquisition is synergistic, as we have already in the past collaborated with Armada through a joint manufacturing arrangement. We’re pleased to welcome Armada into our portfolio of strong, well-positioned brands”, says Michael Schineis, President of Amer Sports Winter Sports Equipment.

Like most indie brands, Armada have run on graphics as much as product, so be interesting to see if there’s any changes in corporate land. That’s a close up of the Armada Norwalk’s in the Snow Action collection.

No word from the local distributors on how it affects them, though presumably distribution will soon be centralised in the company structure as happened with other brands Amer took over like Arc’Teryx.