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Kjus: Business Overview, Financials & Competitive Analysis

Founded in 2000 by Olympic ski champion Lasse Kjus and entrepreneur Didi Serena, KJUS has become synonymous with pioneering ski apparel. Kjus designs and manufactures ski and golf sportswear for men and women, competi...

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Kjus OverviewStrategic ProfileCompetitive LandscapeIndustry ContextKey facts
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7/ 10Strong

Cyborg Score thesis

Premium dual-market positioning in ski and golf apparel with strong brand heritage and backing from Acushnet's distribution...

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Industry Premium Sportswear & Apparel
3 named competitors
1 recent developments
11 analyst dimensions
Synthesized from analyst-debate stress-testing across 11 dimensions and hundreds of data points. Methodology →
Cyborg Score recalibrated: July 13, 2026
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Kjus Overview

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Founded in 2000 by Olympic ski champion Lasse Kjus and entrepreneur Didi Serena, KJUS has become synonymous with pioneering ski apparel. Kjus designs and manufactures ski and golf sportswear for men and women, competing in the premium segment with apparel sold in nearly 30 countries. The company was acquired by Acushnet Holdings Corp, a golf wear specialist.

Strategic Profile

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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.

Competitive Landscape

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Primary competitors include Peter Millar, Gordon's, Callaway Apparel and other premium golf and ski apparel brands. The brand competes on technical innovation, heritage credibility from founder Lasse Kjus's Olympic background, and premium pricing positioning.

Industry Context

Kjus operates in Premium Sportswear & Apparel.

Key facts

Founded: 2000 · Headquarters: Wollerau / Hünenberg, Switzerland · Employees: 102 (as of 2018)

What the analysts stress-tested

The top findings that survived the multi-agent debate for Kjus.

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Recent developments

Material events tracked by the AskCyborg corpus.

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Named competitors

Pulled from the analyst-debate framework. Click any competitor to see their Cyborg Score.

Peter MillarPremium golf and lifestyle apparel→Callaway ApparelGolf equipment and apparel brand→FootjoyPremium golf footwear and apparel→

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Industry context

Kjus operates in Premium Sportswear & Apparel. See how the rest of the sector scores on the Cyborg framework.

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Frequently asked questions

What does Kjus do?+
Founded in 2000 by Olympic ski champion Lasse Kjus and entrepreneur Didi Serena, KJUS has become synonymous with pioneering ski apparel. Kjus designs and manufactures ski and golf sportswear for men and women, competi...
What is Kjus's Cyborg Score?+
Kjus has a Cyborg Score of 7/10 (Strong). The score synthesizes business model, financials, leadership, competitive position, technology, marketing, and ESG dimensions across hundreds of data points.
Who are Kjus's main competitors?+
Named competitors include Peter Millar, Callaway Apparel, Footjoy. The full competitive landscape is in the AskCyborg report.
How can I get the full Kjus research report?+
Get the report plus analyst-debate audio at askcyborg.com -- no credit card required for preview access. Pro adds saved-company audio playlists and monitoring.
How current is the Kjus research?+
The Cyborg Score is recalibrated weekly. Recent developments are tracked continuously and surfaced in every report.

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