Intersport store in Heilbronn

The retail chain is benefiting from increased demand for sneakers and other sportswear.


(Photo: dpa)

Munich After the boss change adidas I hope that Intersport dealers in Germany good business with the second largest manufacturer of sporting goods in the world. “The new management is definitely business-oriented and we’re very grateful for that,” Frank Geisler, director of operations for the dealer association, said Wednesday. adidas is an important strategic partner.

Former Adidas boss Kasper Rorsted had been largely focused on expanding his own online stores. During the pandemic, some of the company’s own sales channels received preferential treatment, driving many specialty retailers away. His successor Björn Gulden, who took over at the beginning of the year, had already at the helm of Puma, the priority was specialized trade and in some cases also waived a margin.

Investors are confident that Gulden will find the middle ground in his new job, and the proven strategies of Cougar Modified to apply to Adidas conditions. It might be possible to win back irritated traders no progress on electronic commerce give up, said Thomas Jökel, a portfolio manager at Union Investment. “I am confident that Mr. Gulden will make the right decision here.”

Intersport achieved record sales of 3.3 billion euros

In Intersport, Adidas was the most important brand last year, ahead of Nike and McKinley’s own brand. To strengthen the position, Intersport agreed to the so-called single account model with Adidas in 2022. The group therefore centrally orders and maintains Adidas products in its own warehouses. Hundreds of dealers had previously ordered individually. “We are thus ensuring our relevance in Adidas”Geisler said.

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Intersport has 463 stores under its own brand and a total of around 1,700 points of sale. External sales rose 25 percent to a record 3.3 billion euros in the 2021/22 fiscal year, which ended on September 30. The association was thus 14 percent above the value before the outbreak of the pandemic. “We came out of the crisis much stronger than we went into it,” Intersport boss Alexander von Preen said.

More recently, the group has seen a trend back to business. “Customers are increasingly coming back to buy from local dealers,” Geisler said. Intersport’s online sales even fell in the last fiscal year as scarce goods were given preference to be delivered to stores. However, the share of e-commerce is expected to increase again in the coming years.

The sports boom continues even after the peak of the pandemic

Intersport boss von Preen is convinced that the sporting boom will continue even after the pandemic. The market in Germany could grow between three and five percent in the next few years, Intersport wants to be on top of that.

However, recently there have been reports in the industry of overcrowded warehouses. Since the products were temporarily in short supply during the pandemic due to logistics and production issues, some retailers ordered more to be safe, and are now waiting for the products. The situation is certainly not critical, said Geisler, manager of Intersport. There are not many seasonal products in the warehouses that need to be moved quickly.

Sports retail in Germany is very competitive. The French discount store Decathlon has announced that double its sales to 2.5 billion euros in Germany by 2026. In addition, they dominate dealer associations. Sport2000 focused from the beginning on specializing in trendy sports such as running and mountaineering. and recently achieved external sales of 2.8 billion euros with around 1000 distributors.

More: When customers buy no-name products and still use the brand

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