Germany’s Adler Modemärkte is cooperating with McTrek Retail GmbH to enter the outdoor product market with its more than 130 Adler stores in Germany, Austria, Luxembourg and Switzerland. Adler Modemärkte AG, a company that had been strong with private labels in the past, went into insolvency in 2021 and was then taken over by the Berlin-based Zeitfracht Group. Since then, the company has been steering a new course and increasingly relies on external brands. McTrek, founded in 1995, has been managed by McTrek Retail GmbH following the insolvency of its former parent company YEAH! AG in 2020 and currently operates 29 stores in Germany and an online store. According to Adler, its outdoor product range will include clothing, footwear and – as a completely new segment for the chain – equipment. Most recently, Adler had already made headlines with the addition of Trigema products to its product range. More on our sister publication, The Outdoor Industry Compass.

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