Casa Salomon in Roma Norte is the French outdoor brand's first Latin American flagship — and the hub for a push that reaches toward Colombia, Uruguay, Paraguay and Bolivia, with a Colombian artist as the bridge.

A global outdoor brand has decided where its Latin America story begins, and the answer is a street in Mexico City. Salomon, the French maker of trail-running and outdoor gear, has built Casa Salomon — a roughly 260-square-metre retail-and-community space in the Roma Norte neighbourhood — as its first Latin American flagship and its first showroom in Mexico. It is less a shop than a base camp: a place for run clubs, events and product storytelling as much as for selling shoes. This is a standing, roadmap story rather than a 24-to-48-hour opening, but the shape of the move is the news.

Casa Salomon is a brand choosing a single city as the door to a region. Mexico is Salomon's most important Latin American market and the only one where it operates directly, which makes the Roma Norte base both a flagship and a control room — the place from which a wider continental push is run. The format, retail plus community, is the brand deciding that in Latin America it wants members, not just customers.

The Mexican footprint is scaling fast around that base: the brand has lined up several openings through 2026 to take the country toward roughly 32 stores, with a stated goal of 50 by 2030, including shop-in-shop space at El Palacio de Hierro's Polanco flagship. Mexico is where Salomon proves the model it intends to carry south.

The spokes reach south. In Colombia, Salomon has signed a local partner and plans its first single-brand stores for 2027, spending 2026 building the brand — including a collaboration with the Colombian artist Feid. First openings are also being prepared, with local partners, in Uruguay, Paraguay and Bolivia. The map Salomon is drawing runs from a North American hub into South American markets that global outdoor brands have mostly reached only through distributors.

This is W-Commerce as international go-to-market, and it is the South American thread this magazine is obliged to follow — even when the flagship itself sits in Mexico City. A global brand is treating Latin America not as one market but as a hub-and-spoke system: prove it in a CDMX base, then land city by city to the south through local partners. The Feid collaboration is the telling detail — a South American person-as-brand used as the lubricant for a market a foreign label cannot simply walk into.

Outdoor and sportswear brands are starting to enter Latin America the way they entered Asia — a flagship hub, a membership culture, and partner-led rollouts rather than a single store and a distributor. The artist collaboration is becoming market-entry currency: borrow a local name's gravity before the first shelf goes in. Watch Bogotá, Montevideo, Asunción and La Paz for where the spokes actually land.

What is Casa Salomon? Salomon's first Latin American flagship — a roughly 260 sqm retail-and-community space in Roma Norte, Mexico City, and the brand's first showroom in Mexico.

Where is Salomon expanding in South America? First stores are planned in Colombia for 2027, with first openings also being prepared in Uruguay, Paraguay and Bolivia, all via local partners.

Who is Salomon working with in Colombia? Ahead of its first Colombian stores, Salomon is building the brand in 2026 through a collaboration with Colombian artist Feid.

Draft — bcd-W News Team. Web-only; not published. Pending editor review. This is an ongoing/roadmap story: Casa Salomon opened earlier in 2026 and the South American openings are planned for 2027. Confirm the current Mexico store count and South America timing before publication.