Crystal founder buys Ski Famille

5th November 2013, by Abi Butcher

New Ski Famille owner Peter Dyer says

New Ski Famille owner Peter Dyer says "now is the time for the specialist ski operator"

Ski Famille has been bought by Peter Dyer, the founder of Crystal and former owner of Esprit and Total Ski.

Mr Dyer’s new company Vertigo Holidays acquired the family ski specialist last week, and plans to develop the company after the coming season. He was unable to operate in the ski market for several years after selling Esprit Ski and Ski Total to Inghams in May 2010.

“Ski Famille is a great brand name and we plan to develop its potential,” said Mr Dyer. “In the short term it’s too late to do anything for this winter other than create a new website and add more sales staff, but I am currently working on a plan for the following year.”

Mr Dyer told WTSS the ski market was going through a “fascinating phase”, with the loss of general operator First Choice Ski, and with Thomas Cook planning to sell Neilson Ski.

“It’s the time of the specialist like it has never been before,” he said. “Even the way people are buying clothes has changed, people want more specialist and branded clothing — the likes of M&S are losing ground to the boutique shops. It’s the same with the ski market. People are more aware of what they want, the equipment and know more about the resort than the general operator’s own staff.”

Established in 1990, Ski Famille has 11 catered chalets spread between the French resorts of Les Gets and Reberty Village (Les Menuires). All of its chalet holidays include five days of free childcare, but the Farnborough-based firm also offers self-catering apartments and hotels in both France and Austria.

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