After five years in business, the Tréndico buying group’s newest retail banner, Atleet, is projecting record sales of more than €60 million for the full year 2023, according to CMDsport. This amounts to a gain of 18.5 percent over FY 2022’s figure of €55.7 million. Specialized in sportswear for training, running and women, Atleet has also overtaken the group’s two other banners in total stores.
Tréndico will be celebrating its 20th anniversary in 2024. The company changed its name from Twinner Iberia about four years ago, as we then reported, and hoped at the time to have 200 Atleet stores in operation by 2022. So it has, in fact, fallen short. The group has opened 139 stores under the banner, all in Spain, and plans for another 20.
The report in CMD does not account for or even mention the shortfall, but the reason for it is easy to infer: governments in Spain and elsewhere had not yet locked down the retail customers. In any case, Jose Luis Condado Berrocal, Partner and Chief Marketing Officer at Tréndico, expressed his satisfaction with Atleet’s development to CMD.
The first Atleet store, at 120 sqm, opened in Ciudad Real in 2018, under Condado’s charge. The second, also at 120 sqm, opened in nearby Bolaños de Calatrava only a year later. If we factor in the lockdown, the real growth appears to have happened recently indeed.
Also in 2019, Tréndico presented a plan for the vertical integration of Atleet at its winter convention in January. More than a new name, Atleet represented a new store concept. Four years on, says Tréndico, the average vertical integration rate for Atleet’s stores exceeds 60 percent. The winter convention for 2024, incidentally, is scheduled for Jan. 24-25 in Zaragoza.
In addition to its Atleet stores, Tréndico has 76 stores operating under the Foot on Mars name and 17 under Sotkatt. Another 200 or so are transitioning to one of the three banners.
In addition, over the course of 2023, some 20 retailers – operating some 30 stores – have defected from other buying groups to join Tréndico.
