The brand focuses on innovative design, miraculous technology, and high-quality apparel built to amplify golf and ski experiences. Products include polo shirts ranging $90-$130, jackets and pants $400-$500, and ski jackets and pants $600-$650. Operations run from headquarters in Hünenberg, Switzerland and Boulder, Colorado.
Cyborg Score Rationale
Kjus holds a premium market position in dual-segment (ski/golf) sportswear with heritage backing from Olympic founder and successful acquisition by major sporting goods conglomerate Acushnet. However, limited recent growth visibility and acquisition by parent company limits independence scoring.
Top Insights
Dual-market focus differentiates from pure-play competitors; serves both ski and golf segments with premium-positioned technical apparel
Founded by Olympic ski champion Lasse Kjus and backed by Acushnet acquisition (July 2019), providing distribution and operational scale
Premium pricing tier ($400-$650 for performance gear) targets high-margin sportswear segment versus mass-market competitors
Global distribution in nearly 30 countries with established presence across European and North American markets
Named Competitors
Peter Millar — Premium golf and lifestyle apparel
Callaway Apparel — Golf equipment and apparel brand
Footjoy — Premium golf footwear and apparel
Recent Developments
(July 2019) Acquired by Acushnet Holdings Corp, parent of Titleist and FootJoy brands
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