In January 2020, Kombi Sports Inc. was at a strategic crossroads in a changing industry. The Montreal-based firm had evolved from a niche provider of alpine performance gloves to a premium Canadian winter apparel brand. Its success could be attributed, at least in part, to its strong collaborative stance and interesting partnerships. However, increasing competition in the industry, particularly among brick-and-mortar retailers, raised questions for Kombi about how and where it should focus its efforts for future growth.
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