The Slovenia Times

Elan plans to stop production of jumping skis

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"We want to find a buyer...that can continue production. Talks are ongoing," the company said in a press release on Tuesday.

Production of jumping skis involved significant marketing outlays but accounted for only a small portion of revenue.

The freed-up funds will be channelled into marketing activities in key markets in the US, Canada and France, and into digital marketing.

The company said it planned to focus on developing the Elan brand with the aim of becoming "the most innovative brand of Alpine skis", in what it said was a successful formula for long-term development.

The news comes less than a month after three sports industry and turnaround veterans were appointed to the board by the new owners of Elan, Wiltan Enterprises Limited and Merrill Lynch International.

DuĊĦan Ferjan, a representative of Elan's in-house trade union, told the STA that the decision came as a "complete shock".

"It is unfathomable that the product for which Elan has lately been known best be discontinued. Instead of building on the winning mentality, we are giving up a product that is key to the brand," he told the STA.

The overall World Cup winners in the men's and women's ski jumping this year, the Slovenian Peter Prevc and the Japanese Sara Takanashi, competed with Elan skis.

The company said it was proud of the jumping successes, which will "always be written down in the colourful history of the Elan brand".

Wiltan Enterprises Limited, a subsidiary of the Russian asset management firm VR capital, and Merrill Lynch International bought Elan last summer.

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