High-end European skiwear brand Goldbergh has just opened a Signature Suite concession space inside Brisbane-based retailer and travel agent Snowscene.
The Goldbergh launch comes just in time for the northern hemisphere’s snow season, with Snowscene co-owner Emily Foy reporting that snow holiday bookings have soared by 30 per cent in 2025 compared to 2024.
The launch also comes amid surging interest among Brisbanites to visit snowfields, with a 2024 study by Snow Season Central showing that Brisbane has higher interest in the Australian winter ski season compared to other Australian capital cities, based on Google search data per capita.
Across Australian cities in general, Bathurst in New South Wales takes the top spot in terms of ski enthusiasts. Brisbane sits at 28, followed by Sydney (29), Canberra (38), Darwin (40), Melbourne (44), Hobart (45), Adelaide (46) and Perth (47).
Goldbergh was founded in Amsterdam in 2009 and now sells its products in 44 countries through concession or stockist formats, and through over 70 countries via online. Its Australian prices hover around $2,000 to $3,000 for ski jackets.
The brand was founded by designer Lieke van den Berg and entrepreneur Sandra Peet. According to Peet, Goldbergh has been selling in Australia since 2010, starting with a small retail partner in Melbourne alongside its online portal.
Goldbergh now has a few retail partners locally, including in Sydney, and is sold locally through the likes of Net-A-Porter and Mytheresa.
Peet told Ragtrader she had met with Snowscene owners Emily and Hayden Foy around two years ago, just before they renewed their headquarters and retail store in Woolloongabba, 2 kilometres south of Brisbane CBD.
“When I was here 18 months ago, I said, Hayden, this is too small. You really have to buy the store next door.”
And they did, which has since become a space selling key styles across Goldbergh. This culminated in a store event on October 23, attended by VIP Goldbergh shoppers, business partners and select media, with Peet flying all the way to Brisbane from Europe to launch the Signature Suite at Snowscene. The event included a bespoke runway and a fireside chat.
According to Hayden Foy, both Japan and Canada are prime destinations for Australians seeking alpine holidays during the northern hemisphere ski season.
“We have seen a significant increase in families choosing ski trips as their primary annual holiday because skiing remains one of the few traditions that keeps everyone connected as children get older, combining adventure, luxury, and quality time together,” Foy told Ragtrader.
“Many of our clients even speak about giving their children the gift of skiing, seeing it as a lifelong skill and a shared family tradition. Skiing also has the unique ability to be a cross generational holiday, where grandparents can join the family, enjoy the alpine atmosphere, and have an amazing time even if they do not ski themselves.”
In terms of fashion, Foy noted that many Australians are increasingly treating the slopes as a runway. Sandra Peet also agreed on this.
“They want to look as stylish in St Moritz or Aspen as they do on James Street,” Hayden said, referencing a key retail shopping strip in Brisbane CBD.
“That demand has shifted buying patterns, with clients investing in luxury alpine wardrobes in the same way they would in designer resort wear.
“On average, our clients spend between $5,000 and $15,000 on clothing and accessories per family before heading overseas, and many view it as a multi-year wardrobe investment rather than a one-off purchase.”
Destinations are broadening too, Foy said. Queenstown still remains the closest and most accessible choice, but he cited Europe and North America resorts are gaining the greatest growth, particularly France, Switzerland, Japan, Canada, and the United States.
“Aspen, Vail, St Moritz, Niseko, and Meribel are perennial favourites, with clients increasingly seeking not only world class skiing but also additional cultural experiences such as time in Paris, London, or New York as part of their holiday.”
Alongside Goldbergh, its key brand partner, Snowscene also sells ranges from Toni Sailer, Perfect Moment and Mackage according to its website.
The refreshed store layout also includes a Cold Room, allowing customers to trial their ski wardrobe at minus 20 degrees.
Snowscene was founded in 1984 by John and Joan Warbrick.