Engelhorn Sports in Mannheim, L&T in Osnabrück and Sport Reischmann in Kempten and Ravensburg are the first four German sports retailers to operate under the new Intersport flagship concept, for which a new Intersport logo in an exclusive color scheme was created. With the new concept, Intersport Germany says it aims to set new standards in sports retailing at the highest level as part of its strategy “Best in Sports: Up for Future.” “We are very proud to have won the first flagship locations under the Intersport banner in Germany,” commented Frank Geisler, COO of Intersport Deutschland eG. “Together with top members from the Intersport association, we have developed our flagship concept and are now also placing the Intersport brand with a strong voice in the absolute top segment.”
With “Best in Sports: Up for Future.”, Intersport is focusing primarily on growth until 2026. “We want to achieve growth of over 5 percent per annum and grow faster than the market, and we will achieve this through accelerated organic and inorganic growth,” emphasized Dr. Alexander v. Preen, CEO of Intersport Deutschland eG. In the area of organic growth, Intersport-branded retailers, like the first four stores that are already opened, come into play.
“Our more than 400 Intersport-branded stores already offer our customers a comprehensive omnichannel quality and service promise at a high level. In recent months, our entrepreneurs have invested heavily in upgrading existing spaces or opening new ones to guarantee our customers a sophisticated brand promise. Digital foot analysis, Click & Collect, and the Intersport Club are representative of our new Intersport minimum standard, which sustainably meets our high standards of quality and market leadership. With the new flagship concept, we are now also establishing ourselves far above our high standard as the spearhead of sports retail,” Geisler explained the USP of the flagship concept.
Clear criteria for Intersport flagships
It is important for Intersport that the flagship stores stand for exclusive sports retailing that is outstanding in terms of quality, ambiance and service. “We have developed a clear set of criteria for the Intersport flagship label and have also anchored the entire concept within Intersport International Corporation, IIC, with our new logo in an exclusive color scheme. The bar has been set high, and we are proud that the first three companies will now already be operating on the market with a holistic ‘One Voice’ concept and a uniform customer promise at the highest level. Of course, we are also looking forward to further additions to our small, exclusive flagship family in the coming years,” emphasizes Geisler.
Part of the criteria for a flagship are, among other things, a special appeal of the regional brand, brand awareness of the company, an exclusive location in city centers, a large reach and a drainage area with supra-regional business activities. In addition, the sales area for the sports range at the flagship stores must be at least 2,500 square meters. The retailers each stand for a comprehensive range of products and an attractive portfolio of offerings in the categories of running, training, sportstyle, outdoor and winter sports. The retailers’ very special service promise in each case includes holistic concepts in omnichannel retailing with regular sports events and special experiences for all customers. Online and offline, the shopping experience at the retailers of the flagship concept thus becomes a special experience. A consistent sustainability concept of the companies completes the overall appearance as flagship retailers.
“Our first [four] stores in the absolute top segment stand for approximately 23,700 square meters of sports experience worlds, and that is just the beginning! With a one-voice policy here, 360-degree campaign approaches that can encompass all channels are naturally particularly appealing in this exclusive sports ecosystem,” said Geisler. “Whether you experience Engelhorn Sports in Mannheim with its large climbing wall and DAV alpine hut, try to stand the wave at L&T, or enjoy winter sports testing directly on site with first-class support at Sport Reischmann, all the stores have their own special spirit. Flagship should always provide wow effects!”
Focus on sports and health
Important drivers of current and future success within the framework of the strategy are the expansion of the Intersport Club, the continued focus on the best product ranges and the networking between stationary and online business as part of the omnichannel approach. In this context, both the Intersport-branded stores and the cooperation partners play a significant role in our entire Intersport value chain. The Intersport Club currently already includes 1.4 million members. One example of the focus on the best product ranges is the Intersport store format concept, which has already been joined by over 100 Intersport-branded locations.
“Today, Intersport is more digital, more efficient and more sustainable, and with its new flagship concept, it is now also setting the tone in an exclusive new color scheme as the spearhead of sports retailing. With the strategy ‘Best in Sports: Up for Future.’ we combine a clear statement: market leader for sports and health in Germany 2030 remains Intersport,” v. Preen emphasizes Intersport’s clear leadership claim.
