How does Mammut remain authentic as a premium mountain sports brand and at the same time grow internationally? In the Kassenzone interview, CEO Heiko Schäfer gives insights into the strategic direction: from D2C expansion and stationary stores to new product segments such as trail running and children's clothing to sustainable materials such as recycled climbing ropes.
Heiko explains why Mammut consistently focuses on performance over streetwear, how the brand activates its community via social media and campaigns such as “Mammut Kind of Summer,” and what role selected collaborations play in credible growth.
What is the biggest growth potential for Mammut? The discussion is about international markets, the expansion of the footwear category and a new loyalty program that is intended to further strengthen ties with the outdoor community.
An overview of the conversation:
(2:13) Growth in the outdoor market
(8:48) Mammut as a mountain sports brand
(16:22) Stationary shops and D2C: Mammut's sales channels
(23:27) Product range expansion and sustainability
(28:48) Collaborations and Social Media: Mammut's Marketing Strategies
(40:16) Growth hypotheses for the future
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