There are three pillars to Ternua’s growth strategy: the digitalization of its B2B business, the expansion of its complementary product lines (such as backpacks) and business development abroad. To build on the last of these, the Catalonian outdoor group has split it sales department into two divisions.
Ternua has a presence in about 60 countries, but only about a dozen account for most of its sales. Chief among them lately are the German-speaking markets of Germany, Austria and Switzerland. There – as the group’s sales director, Michel Gogniat, has told Diffusion Sport – Ternua Group has enjoyed growth of about 40 percent over the past few months. Last year was nevertheless “a year of transition,” he continued, “with limited overall growth” outside of Central Europe. Ternua has set up shop-in-shops in markets that move considerable volume, such as the German state of Bavaria and Italy, another country with high growth. Historically, Japan has proved to be profitable as well.
For the current year, the group is aiming to surpass 5 percent growth overall, in and outside of its home country of Spain, where it already enjoys brand recognition. But the “very positive dynamic” abroad contrasts, according to Gogniat, with the Spanish market, which is struggling to deal with changing consumer habits, as exemplified by the rise of e-commerce and the omni-channel model. In light of this, Ternua has established the Premium Retail Partner program, which at the moment is restricted to certain Spanish retailers.
Two of the group’s brands, Ternua and Lorpen, exhibited this year at the Ispo Munich show, where Gogniat observed that “Ternua keeps raising hopes,” meaning that the group’s stand had drawn great interest from sales representatives. Ternua will be returning to Munich on June 28 to July 1 to keep in touch with key accounts at the OutDoor by Ispo.