Intersport Austria looks back on a satisfactory winter business 2021/22 despite the country’s Covid lockdown before Christmas and relatively poor snow conditions. Already at the beginning of winter, on the first weekend of Advent, the retail group experienced a digital run on all winter sports items, including skis, touring skis, snowshoes, bobsleds and sleds through online order and Click&Collect. The group was able to carry the momentum well into the new year. “The restrictions in over-the-counter retail around Christmas have once again confirmed our multichannel strategy. It was the right move to rely on the online store as an additional sales channel,” said managing director Thorsten Schmitz.
The ski touring market continues to grow steadily, reaching an increasingly younger audience, and the share of women has also been increasing rapidly. Sales of touring skis have more than doubled compared to the pre-Covid winter of 2019/20. Supply bottlenecks for touring skis, skins, airbag backpacks or avalanche transceivers were not an issue despite the high demand. According to Schmitz, the development in sales of alpine skis and children’s skis was just as satisfactory, with sales now back at pre-pandemic levels.
Demand for bicycles and e-bikes at the more than 280 Intersport locations throughout Austria and in the online store also remained strong. In the past fiscal year (Oct. 1, 2020-Sept. 30, 2021), Intersport Austria reported growth of around 19 percent in the bike segments and as much as 32 percent in the e-bikes-only segment. However, according to Schmitz, the continuing high demand also entails delays. Customers can therefore now secure their dream bike with a price guarantee at all Intersport retailers. “What is happening in the bicycle market is unprecedented. We have now already pre-ordered for 2024, and in some cases for 2025,” said Schmitz.
The outdoor segment is also growing continuously, similar to the bike segment. In the 2020/21 fiscal year, Intersport Austria recorded a 25 percent increase in outdoor equipment, and the signs are also pointing to growth in the present fiscal year. “The outdoor segment is currently developing above the previous year’s level. Hiking jackets for men and women, hiking pants and trekking shoes are the top sellers in this sector,” says Schmitz. An important topic in the outdoor sector is also the ever-increasing environmental and human awareness. The sports industry is responding to this with sustainable and high-quality materials as well as products made from recycled materials that are not only highly functional but also visually appealing. Intersport International Corp. (ICC), which includes Intersport Austria, has committed itself to high standards as part of its “Exclusive Brand Animal Welfare Policy”. This includes the sustainable extraction of raw materials and animal welfare along the entire production chain.
Intersport Austria is optimistic about the upcoming spring/summer season. Thanks to the expansion in stationary retail and also the push of online activities on intersport.at, Schmitz believes the company is perfectly positioned for the future. “We are relying entirely on a hybrid strategy. Our offerings in brick-and-mortar retail and, above all, our consulting expertise combined with our online options open up a completely new shopping experience for the consumer.” According to Schmitz, sales and visitor numbers are sustaining at a high level. In addition to a large product selection, the company relies on additional content, such as product care tips. The digital offering is complemented by the app, which was launched in mid-December.
