Phenix
Phenix is a Japanese technical alpine skiwear company founded in 1952, operating under SHIFFON Co., Ltd. It designs and sells high-performance ski jackets, pants, racing suits, and junior apparel across Europe and Asia, serving elite teams, competitive racers, and recreational skiers through DTC e-commerce, company-owned retail, and a multi-country distributor network.
- Company typePrivate
- Founded1952
- HeadquartersChicago, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Phenix does
Phenix is a Japanese technical alpine skiwear company founded in 1952 (originally as Ohtori Co., Ltd., renamed Phenix Co., Ltd. in 1967) and currently operated under SHIFFON Co., Ltd., a privately held Japanese entity in which China DONGXIANG (Group) Co., Ltd. became a major shareholder in 2008. The company designs, manufactures, and sells high-performance ski apparel across men's (SWEDEN, FORMULA, APD, ADVANCE), women's (GRACE, ADVANCE), and junior/kids (2PIECE) collections, plus racing suits and lifestyle extensions under sub-brands including +phenix, phenix Outdoor, and PHENIX ESSENTIAL HIKER. The company serves competitive alpine racers, elite national teams, and recreational skiers primarily in Europe, with distribution across 15+ countries (Austria, Switzerland, Italy, Germany, Russia, Poland, Czech Republic, Slovakia, Slovenia, Serbia, Hungary, Croatia, Bulgaria, Belarus, Kazakhstan, Turkey), a company-owned Phenix Store in Kitzb\u00fchel (Austria), a DTC e-commerce storefront (phenixski.com), and country-level specialty retailers and distributors.
The product technology stack is built around proprietary and licensed fabric systems: Phenix 20,000 (20,000mmH2O waterproof/breathable), Phenix Hollow Thermo (recycled insulation), Dermizax EV (Toray 20,000mmH2O/20,000g/m2/24hrs), Thunderon Digenite Thermo (ceramic infrared insulation), GORE-TEX membranes (used since 1979), CORDURA durability panels, premium 600+ fill power down exceeding 80% down-and-feather standards, and 4-way stretch laminates. Manufacturing is vertically integrated through Phenix Sewing Co., Ltd. in Shibata City, Japan (est. 1971) and two Shanghai joint ventures (Shanghai Fengda Garment, 1994; Shanghai Phenix Apparel, 1995), with operational offices in Tokyo (HQ), Sapporo (since 1975), and Osaka (since 1977).
The business model combines direct-to-consumer e-commerce, company-owned retail (Kitzb\u00fchel), third-party specialty retail, and country-level wholesale distribution across Europe, supplemented by revenue from team sponsorship and official-supplier arrangements (most prominently the six-year Ski Team Sweden Alpine partnership from Fall 2024 and a continuous FIS official-supplier relationship since 1992). Pricing is not publicly disclosed on the website (listings show 'Sale price \u00a50'), and revenue is not disclosed. There are no funding rounds on record; the company is privately held within the SHIFFON/China DONGXIANG corporate structure.
Phenix firmographics
Firmographics- Name
- Phenix
- Legal name
- SHIFFON CO., LTD.
- Website
- https://phenixski.com
- Company type
- Private
- Founded year
- 1952
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Phenix is a Japanese technical alpine skiwear company founded in 1952, operating under SHIFFON Co., Ltd. It designs and sells high-performance ski jackets, pants, racing suits, and junior apparel across Europe and Asia, serving elite teams, competitive racers, and recreational skiers through DTC e-commerce, company-owned retail, and a multi-country distributor network.
- Ownership category
- akta.pro rank
Phenix industry classification
Industry- Product category
- Technical Alpine Skiwear
- NAICS
- Apparel Manufacturing (315), Sporting and Athletic Goods Manufacturing (33992)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)
- akta.pro secondary industries
- Ski & Snowboard Apparel Retail (Outerwear, Base Layers, Gloves, Socks) (CRAMAJAB), Outerwear & Snowsuits (Children) (CRAAAHAF)
Keywords
Where Phenix is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Phenix business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Direct Product Sales: Revenue generated through direct-to-consumer sales of technical ski apparel via e-commerce platform and retail stores
- Team Sponsorship: Revenue through official supplier/partnership arrangements with national ski teams and sporting organizations
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer retail pricing through e-commerce and retail stores |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Phenix product offering
Product offeringCore offering
Phenix designs, manufactures, and sells technical alpine ski apparel for men, women, and juniors, including ski jackets, down jackets, ski pants, racing suits, and two-piece junior ski suits. Products are organized into distinct collections (SWEDEN, FORMULA, APD, ADVANCE, GRACE, 2PIECE) and built around proprietary fabric and insulation technologies such as Phenix 20,000, Phenix Hollow Thermo, premium down, GORE-TEX, and CORDURA. The company is also a historical supplier of official team wear for national ski teams and several European football clubs.
Product overview
Phenix is a Japanese technical alpine skiwear company founded in 1952, operating under parent company SHIFFON Co., Ltd. The company offers a comprehensive portfolio of ski apparel organized into distinct collections: SWEDEN (elite athlete collaboration with Ski Team Sweden Alpine), FORMULA (competitive skiing), APD (advanced performance), ADVANCE (technical all-mountain), and GRACE (women's specific). The product lineup includes high-performance jackets (ski jackets, down jackets, snow jackets, FVS collection), pants (ski pants, insulated pants, active slim pants), racing suits, and junior/children's two-piece ski suits. Key technologies featured across products include Phenix 20,000mm waterproofing, 4-way stretch materials, GORE-TEX, Cordura durability, down insulation with 600+ fill power, Phenix Hollow Thermo insulation, and REPREVE recycled fibers. The company also offers lifestyle-oriented sub-brands including phenix Outdoor, PHENIX ESSENTIAL HIKER, and +phenix for urban wear.
Differentiator
Problem solved
Functional benefit
Products and services
- SWEDEN Collection Premium ski apparel collection developed in collaboration with Ski Team Sweden Alpine, featuring high-performance jackets, pants, suits, and junior two-piece suits designed for elite alpine athletes.
- FORMULA Collection High-performance ski wear collection designed for competitive skiing and racing applications.
- APD Collection Advanced ski apparel collection targeting experienced skiers seeking professional-grade performance gear.
- ADVANCE Collection Technical ski wear line offering advanced features for serious skiers, available in both men's and women's versions.
- GRACE Collection Women's-specific ski apparel collection combining technical performance with elegant styling.
- 2PIECE Junior/Kids Collection Two-piece ski suit collection designed for children and juniors, featuring age-appropriate sizing and child safety features.
- +phenix urban lifestyle line Sub-brand translating Phenix technical mountain gear into everyday urban wear for style-conscious consumers.
- PHENIX ESSENTIAL HIKER Casual outdoor wear line for hiking and everyday outdoor activities under the Phenix brand.
Quantifiable outcome
- 70+ years of continuous operation in technical ski apparel
- +2 more outcomes
Companies that use Phenix
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles3 records
Phenix technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
Phenix partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core, major and minor.
- Ski Team Sweden AlpinecoreSix-year partnership starting Fall 2024 making Phenix the official clothing partner for the Swedish Alpine National Team. Collaboration includes product development and design, with shared commitment to innovation, performance, and alpine heritage.
- Japan National Ski TeamcoreOfficial Supplier 2007-2010; Japanese national team official supplier for technical ski apparel
- Norwegian Ski Federation Alpine TeamcoreOfficial supplier 2009-2014 for the Norwegian Ski Federation Alpine Team
- FIS (International Ski Federation)coreOfficial supplier since 1992 to the Federation Internationale de Ski
- Norwegian Olympic and Paralympic CommitteemajorOfficial supplier 2009-2012
- US Snowboard TeammajorOfficial sponsor and contract signed in 1995
- BognermajorTechnical tie-up with Bogner, Germany in 1967; launched high-quality ski wear brand Bogner
- HondaminorCollaborated with global brand Honda
- GORE-TEXcoreUses GORE-TEX membrane technology in ski wear products ahead of competition since 1979
- CORDURAcoreLicensed CORDURA Advanced Fabrics for durable, tear-resistant ski apparel with 55-year heritage
- FC BarcelonamajorContract signed in 1993 for Kappa brand soccer wear
- Juventus FCmajorContract signed in 1985 for Kappa brand soccer wear
- Italian National Soccer TeammajorAdopted Kappa as official wear in 1999
- American National Soccer TeammajorAdopted Kappa as official wear in 1984
Scale indicators4 records
Recent moves12 records
Expansion highlights5 records
Phenix competitors and assessment
Company assessmentBroad incumbents
- Arc'teryx: Premium technical outerwear brand (Amer Sports-owned) competing in the high-end alpine shell segment where Phenix positions the SWEDEN and FORMULA collections. Broader portfolio (climbing, trail) but direct overlap in alpine jackets.
- The North Face: Mass-market premium outdoor brand (VF Corp-owned) selling ski-specific outerwear in many of the same European specialty retailers. Broader product line but directly overlaps Phenix's alpine jacket category.
- Columbia Sportswear: Large outdoor apparel company with omni-tech waterproofing technology competing at lower price tiers; competes with Phenix at European specialty retail for entry-level ski shell purchases.
Direct peers
- Helly Hansen: Norwegian technical outerwear brand with strong ski base-layer and shell categories. Comparable in federation partnerships (Norway) and similar waterproof/membrane technology stack to Phenix.
- Peak Performance: Scandinavian-born ski and outdoor apparel brand with strong European alpine retail footprint. Direct comparable on technical skiwear, Nordic design sensibility, and ski-shop distribution.
- Goldwin: Japanese outdoor and ski apparel company operating The North Face Japan and other performance brands. Direct comparable in heritage, technical fabric focus, and Japan-based skiwear manufacturing.
- Spyder: US-based ski and performance apparel specialist targeting racers and alpine enthusiasts. Closely comparable on product (ski jackets, racing suits) and channel (specialty ski retail and team sponsorships).
- Rossignol Apparel: French ski brand with apparel division targeting alpine racers and skiers. Comparable product range (race suits, ski jackets) and overlapping European federation/team sponsorship footprint.
- Bogner: German luxury ski apparel house; Phenix held a historical technical tie-up with Bogner (1967) to launch Bogner-branded skiwear. Overlaps directly on premium skiwear with strong European retail presence.
- Descente: Japanese technical alpine skiwear brand with overlapping product categories (jackets, pants, racing suits) and the same FIS/team sponsorship playbook. Closest direct competitor in Japanese-engineered ski apparel.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Phenix social profiles
Digital presencePhenix financial estimates
Financial estimateRevenue estimate
Valuation estimate
Phenix leadership team
Management profileNumber of profiles
Profiles2 records
Phenix subsidiaries and ownership
Company hierarchySubsidiaries3 records
Phenix funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Phenix M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Phenix
What does Phenix do?
Phenix designs, manufactures, and sells technical alpine ski apparel for men, women, and juniors, including ski jackets, down jackets, ski pants, racing suits, and two-piece junior ski suits. Products are organized into distinct collections (SWEDEN, FORMULA, APD, ADVANCE, GRACE, 2PIECE) and built around proprietary fabric and insulation technologies such as Phenix 20,000, Phenix Hollow Thermo, premium down, GORE-TEX, and CORDURA. The company is also a historical supplier of official team wear for national ski teams and several European football clubs.
Is Phenix a public or private company?
Phenix is a private company. It is classified as corporate owned and is currently operating.
When was Phenix founded?
Phenix was founded in 1952. It employs 11 to 50 people.
Where is Phenix based?
Phenix is headquartered in Chicago, United States, in the North America region.
How does Phenix make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are team Sponsorship.
Who are Phenix's main competitors?
Broad incumbents on record are Arc'teryx, The North Face and Columbia Sportswear. Direct peers are Helly Hansen, Peak Performance, Goldwin, Spyder, Rossignol Apparel, Bogner and Descente.
Does Phenix have an API?
No public API is recorded for Phenix.
What industry is Phenix in?
Phenix's product category is Technical Alpine Skiwear. Its primary akta.pro industry code is CRAAAAAI, Outerwear & Cold-Weather Apparel Manufacturers, with a secondary code of CRAMAJAB, Ski & Snowboard Apparel Retail (Outerwear, Base Layers, Gloves, Socks). Its NAICS code is 315 and its SIC code is 3949.