Intersport Austria reported revenues of approximately €325 million in the first half (ended March 30) of its 2022 fiscal year. This represents a 12 percent increase compared to pre-pandemic levels (first half of FY2019). These figures do not include Hungary, Slovakia and the Czech Republic.
Successful winter, followed by outdoor and bike trend in the spring
Managing director Thorsten Schmitz attributes the positive development to several factors, including the trust that Intersport enjoys among its customers: A recent GfK study confirmed that the sports retailer once again received top ratings for consultation, product quality, service and depth of product range. In addition, the winter business went very well. Sales of alpine skis, especially children’s skis, were at a high level in the 2021/22 season, and Intersport was able to grow sales of touring skis compared to the pre-Covid winter of 2019/20 thanks to the general boom in the sport. The rental business was able to recover and grow. Schmitz, therefore, spoke of an “all-around good winter season,” adding that the positive trend continued in the spring with bikes, running shoes and hiking equipment. The outdoor segment already accounts for one-fifth of total sales and continues to grow as well.
Rental and return of tourism drive the business
According to Schmitz, the return of tourism to Austria was also responsible for the group’s good performance, especially when it comes to rental. Vacationers now have access to more than 170 Intersport Rent stores in all of Austria’s major tourist regions. E-bike rental is another driving factor, with the private e-bike label Genesis being decisive for the success. According to Intersport, any supply problems for complete bikes, components or accessories are no longer an issue, and the consumer demand can be met in both rental and sales. This also applies to Intersport Austria’s “Firmenradl” (“corporate bike”) program, which offers companies optimal conditions for investing in the e-mobility of their employees through a tax benefit. Other popular services in the bike segment include insurance, zero-percent financing and workshop services, as well as specific coachings or Intersport Travel.
Hybrid retail ecosystem
According to Schmitz, another major part of Intersport Austria’s successful business model is the hybridization, which has been stepped up with the pandemic. While the total share of online in sales is still only in the high single-digit million Euros range, this was doubled in direct comparison to the first half of 2020. The low ratio is due to the fact that Intersport Austria continues to focus on consulting and service and therefore only offers a relatively small share of its total product range online. Following the lifting of the Covid restrictions, Schmitz therefore also sees a clear trend towards a return of customers to brick-and-mortar retailers. “However, both channels are anchored in our ecosystem, each with the best service possible.”
Expansion in Austria and licensed markets
In terms of expansion, Intersport Austria has already opened two new locations in the current fiscal year, in Salzburg-Alpenstraße and Oberwart. In the licensed markets of Hungary, Slovakia and the Czech Republic, the fiscal year is also being dominated by store expansion: „We opened one flagship store in Budapest and one in Bratislava in the spring of 2022,” said Schmitz. This brings Intersport’s current total to 14 locations in Hungary and 38 locations in Slovakia. In addition, 8 new stores will open on the Czech market this fiscal year, including two in Prague, two in Brno and one each in Budweis, Karlsbad, Trutnov and Zlin. This brings Intersport’s total number of stores in the Czech Republic to 38.
