From Riva to the world: interview to the international retailers

Over 80 foreign buyers and distributors were at ORBDAYS 2025 to meet outdoor brands from all over the globe. Their voices tell of different markets, common needs, and new opportunities.

An international edition

The Outdoor and Running Business Days 2025 marked a key moment for the fair’s international positioning: thanks to the incoming program curated by ICE, over 80 foreign buyers and distributors participated in the eleventh edition, meeting outdoor brands from around the world, testing products, and taking part in high-value B2B meetings.

The international presence was strengthened by the participation of the Scandinavian Outdoor Group delegation, led by President David Nordblad, and the European Outdoor Group, with whom MagNet started a concrete dialogue for possible future partnerships.

Key moments of the experience also included the retail tour in Arco and the concluding outdoor activities, precious opportunities for networking. We collected testimonies from some foreign operators to tell, through their words, how outdoor markets are evolving in their respective countries, what the main consumer needs are, and what they look for in an event like ORBDAYS.

The questions

• How is the outdoor market doing in your country? Can you give us an overview of the sector?

• How did 2024 end and how has 2025 started?

• Who is your typical customer and what are their main needs?

• Why did you decide to participate in ORBDAYS?

The answers

Belgium
Rudi Bollaert, De Berghut BV

1. My store specializes in climbing gear and the various disciplines of this sport follow different trends: for example, entry-level is growing, as is bouldering, while more technical mountaineering is declining.

2. The beginning of 2025 has been better than the end of last year, but there is still some resistance and fear to spend money due to what is happening in the US and worldwide.

3. The shop is located in a very small town and those who buy from me really have to make a special trip. Therefore, my typical customer is someone who looks for quality equipment and is willing to travel to get it.

4. I was invited by the agency and I’m very happy to be here. Normally, I don’t accept these invitations, but I know the area well because I used to come climbing here when I was 18. So I know it’s a beautiful area and for me it’s the right mix of vacation and business.

Croatia
Daliborka Doki, Lera – Rovinj D.o.o.

1. For us, it depends a lot on the discipline, the season, and when people discover new sports.

2. The end of 2024 went well, but I think the start of this year has been even better.

3. It depends on the sport. For each customer, however, we try to find the exact product they need. They especially look for quality items that feel right for their needs, particularly for trail running.

4. We were invited by the agency and didn’t hesitate to accept. We really like it here.

Finland
Aissa Saarikorpi, Weekendbee OY

1. I believe the outdoor sector in Finland is still struggling a bit. The post-Covid period was very positive for the segment, but since the war started and people have less money to spend, the market is suffering and has not yet returned to normal levels. Hopefully it will improve soon.

2. For us, the trend depends a lot on the weather. The season wasn’t great because we didn’t have a real winter this year: at the end of 2024, there was little snow and not enough cold to buy winter clothing and heavy jackets, which are very important for the market, like wool. We saw that winter really didn’t arrive last season. The start of 2025 followed the same trend, as people weren’t interested in these products. It was a slow season.

3. We don’t have mountains, so our market is very different from Italy’s because the landscape is flatter. It focuses more on outdoor lifestyle clothing for everyday use, and for activities like hiking in forests or by lakes. We don’t need more “extreme” mountain products. I think this is the main characteristic of our market.

4. It was very nice to receive the invitation to be here; we wanted to come to see what the market is like in Italy. Obviously, it’s very different from Finland’s and it’s also very international, and our company is international too because we sell online, so it’s very important for us to learn the differences between markets. That’s why I’m happy to be here now.

Norway
Kaare Jarbeaux, Jarbeaux Sports

1. The market is recovering from the Covid period and the economic situation; in fact, in the last quarter, the trend has been quite positive. It’s a slow recovery, but it seems the sector is moving in the right direction.

2. I believe 2024 was slower than expected, while the first months of 2025 showed a more optimistic trend.

3. Our typical customer is someone with the best outdoor stores in Norway. They are well-educated, want to be informed, and have the best and highest quality products to offer the market. On the other hand, outdoor activities are regaining interest, and people appreciate traveling and spending time in nature more.

4. We gladly accepted the invitation from the agency, which has been very hospitable. We decided to see what the fair is about and especially what it could become.

Serbia
Nenad Mandic, Alpina Yug Doo

1. The outdoor market in Serbia is small but is slowly growing.

2. In 2024 we worked well, but we hope to do even better in 2025.

3. Our base customer wants to pay a fair price for the right quality.

4. I came here with the Italian embassy from Belgrade. I’m very happy with the project they proposed to me and to be here.

United States
Christi Beth Adams, Fleet Feet Nashville

1. I run a specialized running store in Nashville, and outdoor products are a small percentage of our sales. I don’t know if it’s the same in Europe, but in the US, this sector is very localized and more popular in mountain areas or places with good trails. In general, I see the industry growing and tending toward more innovation compared to, for example, road running. I believe that when people run a lot, they tend to shift to other activities for more variety. Personally, I think spending time outdoors is very good mentally when you spend a lot of time on the road. It’s great to see more people getting into this sector, moving from traditional running.

2. Every time there’s a US presidential election—and especially this one—consumer confidence is low, which heavily affects retailers. The end of 2024 was weaker compared to previous years, and at the beginning of 2025, the US was hit hard by bad weather. January and February were very tough months for revenue. We’re only now beginning to see a recovery, but many retailers have had a hard time.

3. I think it’s different in Europe, but we have a very strong female clientele: about 60% women versus 40% men. Our ideal customer is educated, can rely on two incomes in the family, is informed, and is very interested in health and wellness—someone willing to invest in our premium products and wants to be sure they have the best for their outdoor and training experience.

4. I decided to come because I was invited and I say yes to new experiences, especially in Italy! Also, we have a partnership with Karhu, through which we discovered this event. And I find it fascinating to discover what European outdoor stores do differently from us, what we can learn and bring back to our market.

Hungary
Kinga Vilics, Vasi Energie Kft.

1. It’s quite difficult to answer because we mostly deal with team sports, but now we are also opening up to individual customers. I’m here to get a bit more context.

2. The start was difficult, but now with summer coming, people want to buy more clothes and shoes, so the situation is improving.

3. They look for products made specifically for the sport they want and of good quality.

4. ICE invited us, and for us it’s a great opportunity to find new distributors.