POC to close down its only monobrand store and focus on wholesale channel

By

Marion Deslandes

Translated by
Nicola Mira

Published
Jul 11, 2017

Swedish brand POC, specialised in sport helmets, goggles and impact-protection gear, has decided to close its only monobrand store, located in Chamonix, France, next autumn. The store had opened in the Mont Blanc ski resort in 2008, and was regarded as a retail laboratory by POC.  

POC, which was founded in 2005, chose one of Chamonix's central thoroughfares for a store which was designed to test the appeal of the brand's range. Jonas Sjögren, the CEO of POC since last February, explained: "Having a retail presence in Chamonix was very useful, and it satisfied most of our initial objectives, for our entire winter sports range. (...) We are now going to change our retail approach in the town." POC will from now on focus on the wholesale channel, and also boost its cycling range.

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At the end of 2015, POC was acquired by Bahraini investment fund Investcorp, via Italian sport group Dainese, while POC's founder Stefan Ytterborn left the company in September 2016.