According to Diffusion Sport, Atmósfera Sport has spent the year unifying its corporate image in its stores. The Spanish retailer began the refurbishments in January with 37 stores and by September had raised the number to 68, with another 50 or so planned for early 2024. Its 335 franchisees operate a total of 410 physical stores – the same number as last year. Retail Director Jordi Díaz, who spoke with Diffusion Sport, notes that the stores have until now had a neighborhood feel and that “a homogeneous image” will increase recognition “as much for the final consumer as for the brands we work for.”
So much for the corporate half of the strategy. The omnichannel half calls for a physical-digital hybrid system, with a digitalization of all stores. At present, the online catalog offers some 50,000 items. According to CMDsport, management is projecting VAT-exclusive annual revenues for the home office of about €38 million for 2023, not far from the €37.5 million of 2022. Combined VAT-exclusive sales for the physical stores and e-commerce should be flat from last year, when they amounted to about €80 million.
That said, e-commerce traffic has increased 40 percent this year and should bring in about €8 million, or 10 percent of total sales. Last year, the online channel expanded from Spain into France and Portugal. An English version of the website is on the way and will serve as a bridge into the rest of the EU – by the end of 2023. Planned Italian and German versions of the website are on hold.
