Winter wash-out for snow holiday and clothing companies

The mild, drizzly winter may have disappointed snow-loving Swedes, but the effect on businesses trading in ski holidays and winter clothing has been considerably worse, according to DN on Thursday.

Skistar, one of the largest travel organizations selling skiing holidays, has had a bad season so far while the clothes and sport equipment company Fjällräven “hoped the weather would have been better”. Stadium, another clothes company, was not entirely happy with the outcome of sales this season either.

On the plus side, it seems eiderdown jackets sell “whatever the weather”, especially in the Stockholm region.

Mats Olsson, Chief Executive at Stadium, hopes sales will pick up once the snow settles.

“We weren’t all that happy with our Christmas sales, but consumer ratings have started to rise slightly,” said Mats Olsson at Stadium.

Sources: Dagens Nyheter