Snowleader
How Snowleader became a major player in the French outdoor industry, exceeding 100 million euros in revenue in ten years.
The context
Snowleader, the leading French retailer specializing in the sale of mountain and outdoor sports equipment
Snowleader is a French company specializing in the sale of mountain and outdoor sports equipment. It was created in 2008 and is positioned in three areas: Snow, Outdoor and City.
With a catalogue of more than 20,000 references and more than 400 partner brands , Snowleader is a recognized player in outdoor e-commerce in France (and internationally).
The challenge
Industrializing workflows for omnichannel performance and scalable growth
As part of its growth strategy, Snowleader sought to:
- Strengthen its omnichannel model by more closely linking digital and physical retail.
- To offer a consistent customer experience , regardless of the purchasing channel: website, mobile or store.
- Supporting continued geographical expansion , both in France and internationally.
- Maintaining its “mountain passion” DNA while asserting its urban and lifestyle dimension.
This ambition has materialized in particular with the opening of a store in the heart of the Latin Quarter, at 25 boulevard Saint-Michel (Paris 5th) — a new urban showcase that illustrates Snowleader's ability to bring its outdoor community closer to major cities and to fully embody its omnichannel strategy.
Our approach
Unification of inventory and international digital customer experience
The Smile teams assisted Snowleader in setting up a robust e-commerce solution (including adapting technologies, integration with physical stores, and multi-channel inventory management):
- Developing digital customer journeys to improve performance and support brand positioning with its customers.
- Implementation of a unified online and in-store inventory management system to avoid stockouts and improve product visibility.
- Integration of digital (website, mobile) and physical (stores) channels for a seamless customer experience (click & collect, reservations, in-store advice).
- Support for back-office architecture, international expansion (translations, localizations, cross-border logistics).
- Implementation of KPI monitoring and e-commerce governance to manage performance (growth, acquisition cost, conversion, loyalty).
The result
€100M in revenue and European growth for Snowleader thanks to omnichannel
Thanks to this collaboration and an ambitious e-commerce strategy, Snowleader is now showing remarkable performance:
- In less than 15 years, the company has gone from being a Savoyard start-up to a major player in the outdoor industry in Europe, with nearly 100 million euros in revenue .
- Sustained double-digit growth every year, driven by the expansion of the product range, international expansion and the synergy between digital and physical stores.
- Customer satisfaction is rising sharply, driven by a seamless omnichannel experience and efficient logistics services.
- A platform that is now scalable and robust, capable of absorbing traffic peaks related to seasons or commercial operations (Black Friday, sales, new products).
A brand strengthened around its "Reblochon Company" DNA, uniting a loyal community of mountain and outdoor enthusiasts.
We wanted to make Snowleader more than just a sales website: a true adventure companion for our customers, both digital and physical. Thanks to the support of the Smile teams, we made this vision a reality.
Thomas Rouault
Co-founder of Snowleader
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