The world's largest sports retailer Decathlon is going after Aldi in the snow gear market.
Over the past 12 years Aldi, the German discount supermarket, has built up a cult following for its early winter release of cut-price ski equipment.
On Monday Decathlon, which has more than 1500 outlets across 55 countries, launched its own own ski equipment release hoping to put a freeze on the Aldi
''You don't buy your pasta at a sports store - so why are you buying your ski and snowboard gear at a supermarket?'' a Decathlon spokesman said. ''And, let's be honest, we all know the answer: Price''.
Australian snow lovers have typically had two choices for winter: buy discount goods that may only be available one day of the year in a crush at a supermarket chain or head to premium outlets and pay premium prices for ski and snowboard gear.
Now Decathlon are offering another solution.
On Monday the company's Australian CEO Olivier Robinet said Decathlon's new and expanded winter range in Australia offers great gear at great prices.
''It's a real game-changer for those who want the best of all worlds when it comes to ski and snowboard apparel and hardware but are struggling with some of the hefty costs associated with a winter holiday,'' Mr Robinet said.
''With the Snow Smart Buys we want to disrupt the Australian ski market!
''No more fighting at a supermarket for a cheap bargain. Decathlon proposes both high-quality and affordable products.''
This season Decathlon will start selling its ski clothing and equipment brands, Wed'ze and Quechua, in Australia with the hope of taking the crown of affordable snow gear king from Aldi.
In total, Decathlon will have more than 150 different ski products available at its two sports warehouses in Tempe and Auburn.
The sports retailer will have a limited range of skis and boots available at including women's Atomic ski and binding package for $399 and a Rossignol ski and binding package for $449.
''This year we are testing the waters, but in the future, we could extend our ski range to provide more hardware to Aussie skiers and snowboarders,'' Mr Robinet said.