Over the past decade, the retail landscape in prime ski resort locations has undergone a remarkable transformation, characterised by the ascent of prime retail as a prominent phenomenon on the high streets of these winter destinations. From luxury icons such as Gucci to Prada, Hermès to Louis Vuitton, as well as ski brands Moncler, Fusalp and Arc’teryx, more are looking to open bricks-and-mortar stores in top ski resort locations. This phenomenon is a testament to the evolving dynamics of the ski industry and the changing expectations of winter sports enthusiasts. Ski locations are no longer just about the slopes and après-ski; they have transformed into full-fledged shopping destinations.

Post-pandemic, high-net-worth customers have an increased desire for leisure travel. With more insights about their clientele thanks to an increase in online luxury shopping, particularly during the pandemic, luxury retail brands feel more confident to expand into markets where their customers holiday. Prior to 2019, luxury brands might have opened the odd store or pop-up in a ski resort. Now, many are taking a longer-term view.

The focus for brands is to get closer to their customer, regardless of the challenges in more seasonal markets. Whilst data for alpine retail remains relatively opaque, the number of shops in some alpine destinations supports this. Aspen has the highest number of permanent luxury stores, with nine major brands from Balenciaga to Ralph Lauren, Van Cleef & Arpels, Dior and Louis Vuitton. Courchevel 1850 comes in second, with seven stores, while St. Moritz, Gstaad, Crans-Montana and Vail are all home to four or more permanent luxury brands.

Unsurprisingly, there is a correlation between a high number of permanent stores and destinations with the longest seasons. Resorts in Switzerland and France sitting under a glacier, tend to be a hotspot. North American resorts are becoming more reliable as a base, as a result of weather changes bringing high volumes of snowfall during the winter season. Resorts are continuously working to improve their non-skier offering, both in and out of season, and retail plays a key role in this.

Brands now release seasonal collections and products in sync with the ski calendar, ensuring that ski enthusiasts can update their gear and attire each year. By establishing a presence in these prime ski locations, brands can forge deeper connections with their customers helping to boost sales. Banks are also establishing satellite branches in these locations, ensuring that they are able to service their customers outside of the traditional banking centres of London, New York, Zurich and Geneva. With strong pent-up demand for the luxury ski lifestyle, it seems that for many retailers, setting up shop in an elite ski resort will remain highly desirable.

If you’re considering a move, whether buying, selling or renting, our team would be delighted to assist with your ski property enquiries.

_{Read the other articles within The Ski Report below}