About Us
Ski 47 was born from the ideas of two Kiwis who skied and worked in both hemispheres and wanted to share their experiences and love for skiing and the outdoors with others. The forty-seven degrees represents the latitude of our favourite playground in the world: Wanaka, South Island of New Zealand with a lake and mountains you would just die for.
An obsession with winter sports in New Zealand, led to a desire to see and ski what Europe had to offer. Settling in London in the mid-1980s, we decided to create a shop, which expressed our active lifestyles, a community grew around our original North End Road shop and we expanded a number of times over the next twenty years. Although our locations have changed, our customers have remained faithful to our philosophy of providing quality over quantity.
We now aim to apply this same ethos to develop our online presence by offering our high-end product range and expertise to a larger audience.
You may not find the many hundreds of lesser quality brands that populate the high street, as we have a more selective approach to selling sportswear and equipment. We put the spotlight on key brands and more complete collections. This gives our customers a better representation of what our premium brands have to offer.
Our boutique approach is also about providing excellent customer service and useful advice. We feel that quality of service and the time we offer our customer is what separates us from the competition.
Our goal is to provide great quality, classically styled skiwear that will stand up to years of usage in the toughest conditions. We find that this is what people want. Rather than focusing on whichever brand is trendy for this winter we work very closely with the brands we carry, giving feedback on styles and helping in the development of certain lines by responding to the needs of our customers.
Due to the intimate structure of our company, the sales staff you meet on the shop floor are the same people who do our buying. The experience we have gained over many seasons, and countless ski trips; gives us with the insight to provide you with the best gear available.