Intersport Eybl, Austria’s big sporting-goods retail chain, is developing its private label for outdoor activities, Seven Summits, through stores exclusively dedicated to this exclusive brand. The first Seven Summits store recently opened in Innsbruck. The store in the capital, Tyrol, has a selling surface of 250 square meters and is located in the shopping mall DEZ.

The private label was launched at the beginning of this year. Eybl’s move to create its own exclusive brand should be noted keeping in mind the fact that Intersport’s largest member quit the buying group effective Aug. 31 but continues to be licensee. The chain switched, however, from Intersport’s exclusive label, McKinley, to its own Seven Summits. Now the chain even develops own retail formats for its youngest baby – a move that is almost without any precedence in European outdoor retail. A comparison could be made to Décathlon and its Quechua brand. The French chain does have retail operations under the Quechua flag. While Décathlon was working on the development of Quechua for many years before it opened a specialty outdoor shop dedicated to its own label, the Austrian experiment with a very new label is a spin-off.

For Eybl, the Innsbruck move is by far not an experiment, but the first step to the development of a country-wide business. The retailer plans to develop 10 Seven Summits stores all over the country within the next two or three years. The name of the label stands for the respectively highest mountains on the seven continents: Elbrus in Europe, Mount McKinley in North America, Aconcagua in South America, Mount Vinson in Antarctica, Mount Everest in Asia, New Zealand’s Mount Cook for Australia and Oceania, and Kilimanjaro in Africa.