Quick Facts
- Salomon opened a 4,390-square-foot store at 141 Fifth Avenue in Manhattan’s Flatiron District on July 8, 2026, its seventh US location.
- The brand surpassed $2 billion in sales in 2025, growing 35% year over year, with footwear accounting for nearly 70% of revenue.
- US brand awareness sat at roughly 6% when Americas President Steve Doolan joined the company about two and a half years ago.
Salomon is building its US retail presence store by store, and it is doing so without a fixed store count target. The French outdoor brand opened its seventh American location in New York’s Flatiron District on July 8, capping a soft opening that began July 1 with community events and brand activations.
The 4,390-square-foot store at 141 Fifth Avenue is Salomon’s first location in New York to carry its full product range. The merchandise split is approximately 60% performance and 40% sportstyle, covering road, trail, and gravel running, hiking, hydration, and lifestyle footwear and apparel. Salomon’s other New York stores focus on a single category: sportstyle in SoHo and Williamsburg, performance on the Upper West Side.
“Our other locations in New York focus on either sportstyle or performance,” said Guillaume Meyzenq, president and CEO of Salomon. “So, this location is the first time we are presenting all of our categories together in one storefront in the city.”
The store interior includes a floor-to-ceiling glass graphic mapping all five New York City boroughs along the New York City Marathon route. A treadmill on the salesfloor lets customers test footwear before buying. Opening week events featured Olympic gold medalist Jessie Diggins leading a Nordic-inspired fitness class and Peloton instructor Rebecca Kennedy hosting a shoe guide and strength session.
Salomon currently operates four stores in New York City, one in Chicago, one in Los Angeles, and outlets in New York’s Central Valley and Ogden, Utah. The brand returned to US retail in October 2024 after pulling back from an earlier attempt, opening its first SoHo store on October 1 of that year. Williamsburg and the Upper West Side followed in 2025.
The expansion comes as the brand’s US awareness remains low. Steve Doolan, president and general manager of Salomon Americas, said research showed awareness at about 6% when he joined roughly two and a half years ago. That number represents both the challenge and the opportunity driving the retail push.
“When we think about stores, we don’t have a ‘hey, we want to have 100 stores in five years,’” Doolan told Retail Brew. “What we really think about is where is it accretive to the brand in totality.”
The financial case for that discipline is strong. Salomon crossed $2 billion in global sales in 2025, a 35% increase year over year. Parent company Amer Sports reported Q1 2026 revenue of $1.945 billion, up 32%, with its Outdoor Performance segment, which includes Salomon, Atomic, and Armada, growing 42% and expanding adjusted operating margin by nearly 500 basis points. Footwear represented close to 70% of Salomon’s total business at the end of fiscal 2025.
According to market research firm Circana, Salomon ranked as the No. 2 outdoor footwear brand in the US by sales revenue for the nine months ended September 30, 2023.
For US operators watching the Salomon playbook, the approach is deliberate: concentrate stores in high-traffic markets, assign each location a specific role in the brand story, and invest in events that connect the product to the local community. The brand has a wholesale presence in the US as well, but physical retail is being used as a brand-building tool rather than a pure revenue driver.
Doolan summed up the spending philosophy plainly: “We’re incredibly intentional about every single dollar we spend.”
