Columbia Sportswear Company Builds Momentum Across Europe in 2025

In 2025, Columbia Sportswear Company continued to strengthen its presence across Europe through a focused strategy covering brand, retail, partnerships, and operations.

Across its portfolio, the company executed a disciplined growth strategy, deepened relationships with key retail partners, and increased investment behind brand platforms designed to drive long-term relevance with European consumers. Together, these initiatives reflect Columbia’s commitment to building sustainable growth across EMEA, supported by a fully aligned go-to-market approach.

“Thanks to this cross-functional effort, the EMEA region posted a healthy 13% growth vs last year in on overall challenging environment”, Matthieu Schegg, Senior Vice President General Manager EMEA

Accelerating Growth for Branded Stores with Partners Across Europe

In 2025, Columbia successfully advanced its strategy to open branded stores across Europe. The brand opened three new doors in 2025: San Sebastián and Oviedo in Spain and Prague in the Czech Republic.

“Looking ahead, Columbia enters 2026 with a focused and ambitious development agenda, aimed at accelerating its presence across Europe and deepening the value created with system partners.” Roberto Grasso, Head of Partner Stores Business Europe

Strengthening the European Retail Outlet Footprint

2025 was a very dynamic year, marked by the opening of six new outlet stores across the Netherlands, France, the UK and Italy. This was complemented by the refit of the Schiltigheim outlet and the extension of the existing store in Rome, Italy and a relocation and extension in our store in Roermond, Netherlands. In parallel, Columbia delivered strong like growth across our comparable store base throughout Europe. 

“Looking ahead to 2026, we will continue our expansion. As part of this next phase of growth, we will also enter Poland as a new market," Marcel Misere, Retail Director Europe.

Columbia Europe Strengthens Retail Partnerships Across Key Distribution Channels in 2025

True to its mission to Unlock the Outdoors for Everyone, Columbia Europe deepened its relationships with retail partners across the outdoor, sporting goods and sports lifestyle channels in 2025.

“The brand’s commitment to delivering meaningful outdoor technologies combined with young, fresh designs enabled Columbia to accelerate growth with key outdoor specialists across Europe”,  Mike Levi, Senior Sales Director Europe

Engineered for Whatever: Columbia’s New Platform Gains Strong Traction Across Europe

Columbia successfully launched its new European brand platform in September 2025. As the largest marketing investment the brand has ever made in Europe, it ran across paid media in nine countries, was fully activated across branded stores, and was prominently featured in the windows of wholesale partners.

The campaign was also embraced enthusiastically by content creators, who helped bring the platform to life in authentic and unexpected ways. In particular, the Expedition Impossible content delivered exceptional engagement, reinforcing the platform’s performance first message.

The results demonstrate that the platform is performing effectively across the full marketing funnel, from awareness to deeper brand affinity.

“This launch marks a pivotal moment for Columbia in Europe, highlighting the strength of the creative platform and the power of a fully aligned go-to-market approach across media, retail and partners.”, said Romain Cancilleri-Michy, Columbia Brand Manager Europe

SOREL Strengthens Its Position in Europe Through a Global Brand Relaunch

In 2025, SOREL entered a new chapter with a global brand relaunch designed to reconnect its Arctic heritage with modern, fashion forward performance, a repositioning that resonated strongly across European markets. Anchored by the global For Bold Steps campaign and the launch of the new Horizon collection, the relaunch reaffirmed SOREL’s authority in protection and craftsmanship while introducing a more streamlined, elevated design language suited to year-round urban and lifestyle use in Europe.

The brand’s increased visibility around key fashion moments, including the recent Paris Fashion Week, further reinforced this positioning, underscoring SOREL’s growing relevance within the European fashion and culture conversation. Together, cinematic storytelling, premium collaborations and a strategic presence in fashion capitals strengthened SOREL’s evolution into an all-season, culture driven footwear brand across EMEA.

Expanding Supply Chain Capabilities with a New UK Distribution Hub

Columbia is partnering with Maersk to open a new distribution center in Tamworth, UK, with go live planned for mid 2026.

“This expansion will bring the brand closer to its retail partners and consumers, enabling faster, more efficient service and a more responsive supply chain tailored to the needs of the local market for Columbia and Sorel”, said Fang Liao, Senior Director Omni-Planning

“Together, these initiatives underscore Columbia’s strong momentum across Europe in 2025, driven by a disciplined approach to brand investment, retail expansion, partner collaboration and operational excellence. As the company looks ahead to 2026, continued focus on strategic growth, enhanced market proximity and a fully aligned go to market model positions Columbia and SOREL to further strengthen their relevance with European consumers while creating long term value for retail and system partners across the region”, added Matthieu Schegg, Senior Vice President General Manager EMEA

Columbia Sportswear Company connects active people with their passions and is a global multi-brand leading innovator in outdoor, active and lifestyle products including apparel, footwear, accessories, and equipment. Founded in 1938 in Portland, Oregon, the Company's brands are sold in 115 countries. In addition to the Columbia brand, Columbia Sportswear Company also owns the Mountain Hard Wear, SOREL and prAna brands.