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 Intersport and Sport 2000 Iron Out the Winter Season Flop
Outdoor | 14.07.2016

Sports retail groups push on after weak winter business

Intersport and Sport 2000 with Moderate Growth in Sales

Intersport and Sport 2000 Iron Out the Winter Season Flop. Sport 2000 wants to charge its stores with more emotions: A first measure for this is large screens that are being installed. (Quelle: Intersport)
Sport 2000 wants to charge its stores with more emotions: A first measure for this is large screens that are being installed.
Bild: Intersport
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Intersport and Sport 2000 made, largely thanks to their outdoor sector, a slight increase in revenue in the first half of 2016. Whilst Intersport clearly benefited from the “Euros effect”, Sport 2000 is gaining more new retailers.

In general, Intersport and Sport 2000 can be satisfied with the first half of 2016: The two sports retail giants recorded a growth in sales of one percent. However, the figures also bring to light fundamental problems – and digitization remains a major challenge.


“Due to the weak winter season, our retailers were under pressure at the beginning of the year,” said Kim Roether, CEO of Intersport, at the trade fair ‘OutDoor’ in Friedrichshafen. “We achieved a turnaround in the spring, although the knock-on effect of the UEFA European Championship started quite late. The German Football Association strip, a premium product, was exposed to unbelievable price pressure earlier than ever before.

Intersport and Sport 2000 benefit from growth in the outdoor sector.

Intersport were able to compensate for the weak winter season with strong outdoor sales: “The outdoor sector appeals to broader range of customers than ever before,” says director Jochen Schnell. At the trade fair ‘OutDoor’ the company explained that Sport 2000 has also benefited. “Recently we were once again able to strengthen our leading position in the market by acquiring some absolutely top outdoor shops," says CEO Hans-Hermann Deters: “The group of outdoor professionals recorded double-digit growth in the first half of the year.”

Thanks to the outdoor sector, the two retail giants Intersport and Sport 2000 saw a slight increase in the first half of 2016. (Quelle: Intersport)
Thanks to the outdoor sector, the two retail giants Intersport and Sport 2000 saw a slight increase in the first half of 2016.
Bild: Intersport

 

Intersport and Sport 2000 certainly won’t be able to influence the weather in future, but they will be able to influence how they deal with digital developments. At Sport 2000 the online stores were recently relaunched, focusing on Click & Collect and improved transparency in product availability. “For this, the retailer must neither have its own online shop, nor think about the topic of online payment. For our partners, we provide an efficient multi-channel solution with minimal effort on the part of the retailer,” says Hans Allmendinger, marketing manager at Sport 2000.

Intersport wants to collect customer data

Intersport also sees the need to well position itself in this area and also develop further: “The key to success will be the intelligent use of our data. It is our goal to link together the existing customer, area and market data for our retailers in such a way that we can derive concrete recommendations for the managing of the business,” says Roether.

These are the five most important facts and figures at Sport 2000:

  1. Overall, the Sport 2000 partners have achieved growth of 1 percent compared to the previous year – thanks to the months of April, May and June. The lack of winter business in January, February and March resulted in worse numbers than last year.
  2. The number of partners and retail outlets has also increased: From 888 and 1184 (1st half of 2015) to 936 and 1242 (end of 2015), to 948 and 1257 at the end of June 2016.
  3. The sales are distributed across the outdoor sector as follows: 10 percent hardware, 64 percent textiles and 26 percent shoes. The overall increase in sales in the outdoor sector was nine percent.
  4. The area of the business dealing with the UEFA European Championship 2016 ran averagely overall – shirts were still sold, but shoe sales caused problems in the football sector.
  5. The top suppliers in the first half of 2016 at Sport 2000 were: Meindl, Lowa and CMP.

These are the five most important facts and figures at Intersport:

  1. Intersport has also benefited from the outdoor sector, just as it has from team sports. With growth compared to last year of three percent (outdoor) and 13 percent (football, club sports), these two areas are the top performers.
  2. In January and March Intersport saw a slight increase in sales; in contrast, sales were down by nine percent in February. Overall, the winter sports (minus twelve) and winter fashion (minus 21) suffered a sharp decrease compared to last year.
  3. The big loser was (similarly to Sport 2000), the ‘fun wheel’ sector, with skateboards and inline skates among others seeing sales down by 15 percent. The reason for this was also the lack of the Easter business.
  4. In Germany (one percent) and Austria (eleven percent), Intersport saw growth; in the Czech Republic (minus six), Hungary (minus three), Slovakia (minus twelve) and Poland (minus four), revenue fell.
  5. The top suppliers in the first quarter of 2016 at Intersport were: Lowa, CMP and Schöffel. 
Julian Galinski (Quelle: ISPO)
Article by Julian Galinski, Senior Editor
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