Intersport Germany predicts that its retail members will be able to achieve annual growth of more than 5 percent between now and 2025, with significant double-digit growth online, benefitting from the development of the “360° Intersport ecosystem,” new omni-channel services and the broad rollout of better store formats.
The 800-odd retailers that are affiliated with Intersport in Germany, including those that don’t carry the Intersport banner, saw their sales increase by 14 percent during the 2021 calendar year, thanks among other factors to the group’s privileged relations with the brands, the implementation of new services and the strategic implementation of a “Best in Sports” program.
However, in the past financial year, which ended on Sept. 30, 2021, the affiliated retailers suffered an overall sales decline of one percent to €2.65 billion including VAT, due primarily to about six months of retail lockdowns in the country.
While running and cycling experienced renewed growth, as did the topic of sustainability in all categories, the outdoor segment was relatively stable, and like in the previous year, sales in the team sports and training categories went down again, falling by 13 percent and 11 percent, respectively, because of Covid restrictions. Winter sports declined sharply.
An increase in the online business largely compensated for the pandemic-related declines in brick-and-mortar stores, stabilizing the overall turnover. In addition, Intersport benefited from the affiliation of new members and the integration into the Intersport network of important offline and online retailers such as Sport Sperk, McTrek and 11teamsports. They have joined some other big and small German retailers that are taking advantage of the multiple services offered by the buying group without carrying the Intersport banner, such as SportScheck or Engelhorn Sport.
By the end of September, 463 stores had signed up for the adoption of new Corporate Identity guidelines set by Intersport, pledging to offer attractive shopping environments with a focus on sports expertise and service, supported by marketing campaigns. For the first time, Intersport was able to offer and operate a new retail marketing concept at these locations.
Intersport Germany remains the biggest factor in the German sporting goods market and the biggest national retail organization affiliated with Intersport International Corporation. In the past, it used to be responsible also for Intersport’s operations in Austria, the Czech Republic, Slovakia and Hungary, but this is no longer the case.
