In recent weeks, the Rossignol group unveiled major and painful restructuring plan and announced that it would let 30% of its workforce go, amounting to 450 people with 275 of them in France. Ski production will be trimmed from 800,000 to 650,000 pairs after 290,000 pairs were left unsold this winter. The Rossignol group, which includes Dynastar, Look and Lange lost 58 million euros on sales of 270 million in 2008.

According to Bruno Cercley, its president, the group aims to breakeven within 2 years, yet without closing any of its current production sites in France, Spain or Italy, hoping instead to build on their strengths. Just like for GM, these moves may prove to be “too little, too late” for Rossi. With the management unwilling to make courageous decisions, like consolidating ski manufacturing, cutting the number of models, changing its overall paradigm and embracing risks that these changing times demand, this may prove to be too mild a medicine.
If what they do in Park City, their U.S. headquarters, is any indication, aggressiveness, imagination and progressive marketing seem no longer part of the company DNA and for retailers and consumer alike, the entire product offering of the group is quickly becoming the falling knife no one wants to catch...