Skiset, the retail chain that has over 780 shops in 450 ski resorts across Europe, is celebrating its 30th anniversary this year and has a number of new initiatives as it heads into the 2024-25 winter season.

For the 30th anniversary celebrations, Valentin, better known as Mr Lemdi, creates colourful graffiti-style designs for commemorative Salomon skis. The Savoyard street-artist has since signed a collaborative agreement with the world’s leading ski rental network, transforming the latest SKIFIT boot inners into works of art, on display in partner stores. This union matches contemporary graffiti and the childhood world that symbolises the alliance between technology and fun on the slopes. Other projects, currently in the pipeline, are coming soon for winter 2024/2025.

SKISET has partnered with ADN Skis, a start-up enterprise that is currently developing a novel approach to the manufacture of eco responsible, fully recyclable skis. In the 2024/2025 winter season, approximately sixty pairs of these skis will be available for hire in six pilot SKISET shops located across all French mountain ranges including the resorts of Val Thorens, La Plagne and Courchevel. Customers will also be able to provide feedback on the skis and they will be tested for their durability. After the natural life cycle of the skis, they are returned to ADN to be fully recycled.

Two new CEO’s have been appointment to manage Skiset’s business – they have both been employees of Skiset for over 20 years and bring a wealth of experience to the business.

Julien Gauthier, joint CEO and Development Director, said: “The economic development of SKISET and its affiliated stores is linked to snow cover in resorts. Changes in the climate, altitude and exposure of resorts, and their ability to produce snow, will determine the future. The strong presence of our brand in high altitude regions in France and our expansion into Europe dilutes the risks associated with regional snow shortages. While we are confident about the future of winter sports equipment rental, our core business, we are nevertheless committed to exploring new avenues of growth for our affiliated stores, particularly in mid-mountain areas”.

Denis Marinho, joint CEO and Financial Director, said: “Looking forward, we believe that innovation will drive growth. The aim is to be ahead of the game in our core businesses. With digitalisation pervasive, the advent of artificial intelligence will precipitate a profound transformation in the near future. It is imperative that we adapt rapidly, as we have consistently done in the past, relying on the collective investment of all our employees and affiliated businesses to achieve goals that we may never have imagined just a few years ago”.

Another development for this winter season sees the introduction of new BOA© technology, available to rent, in a number of Skiset Ultimate Range stores. This innovative lacing system, used by a number of manufacturers (including Salomon and Atomic), is more effective than traditional clips and offers a number of advantages including Personal fit, micro-adjustable support with no unpleasant pressure points. Uniform foot wrap and improved heal support. Stainless steel cables for constant tension.

For more information and to book ski rental online visit: skiset.co.uk