North Bend, a private brand of Team Sportia, the Swedish retail chain that joined Sport 2000 International together with SGN Sportia of Finland in September last year, will be sold in Germany exclusively by affiliated retailers of Sport 2000.
From autumn/winter 2016/17, this functional outdoor apparel brand from Sweden will be sold at 15 selected outdoor stores in Germany. From spring/summer 2017, the label will be available for all Sport 2000 retailers in the German market, serving as a complement to the Sport 2000's exclusive apparel brand, High Colorado.
North Bend was the best-selling outdoor brand for the members of Team Sportia in 2015. In the medium-term, Sport 2000 International also plans the exclusive distribution of North Bend in other markets, like Austria and France. It is possible that Sport 2000 Germany will develop hardware for North Bend at a later stage.
Sport 2000 also relaunched its website and the online stores of its affiliated retailers, focusing on click & collect and improved transparency in product availability. The website is now linked to Schuhe.de, the online marketing and retailing platform launched by ANWR Schuh to connect consumers with the e-commerce sites of the retailers affiliated with the German cooperative. The German Sport 2000 belongs to the larger ANWR buying group.
Sport 2000 attracted 48 new members and 58 additional stores in the second half of 2015 and another 12 members and 15 stores in the first half of this year, adding up to a total of 948 partners with 1,257 stores. Twenty new outdoor retailers joined the group of specialized outdoor retailers, the so-called Outdoor Profis, at Sport 2000 in 2015, building up to a total of 150 specialty stores. They recorded double-digit growth in centralized settlements in the first half of this year.
Sport 2000 Germany recorded a sales increase of 9 percent at its affiliated stores in the outdoor segment during the first half of 2016, as compared to the same period of last year, driven by a 17 percent increase for outdoor shoes. Outdoor apparel rose by 7 percent, while sales of outdoor hardware dropped by 1 percent. Apparel accounted for 64 percent of outdoor product sales, while shoes made up 26 percent and hardware 10 percent.
Meanwhile, retailers affiliated with Intersport Germany recorded a 3 percent increase in outdoor sales in the first half of this year, with a 9 percent increase in the mountaineering & hiking segment. Outdoor products accounted for 23 percent of the ranges sold in Intersport stores during the period.
Apparel made up roughly 60 percent of sales in the outdoor category, shoes for about 30 percent and hardware for 10 percent. The big exclusive outdoor brand of Intersport, McKinley, recorded a sales increase of 5 percent, accounting for 30 percent of the affiliated retailers' sales in the outdoor segment.
Offering mark-ups of between 2.4 and 2.7, Italian design developed for German customers at affordable prices and a never-out-of-stock (NOS) program, Italy's Fratelli Campagnolo continued to represent a big portion of outdoor apparel sales for both the Sport 2000 and Intersport groups of independent retailers. For the spring/summer season, its CMP line of apparel is accompanied by a wider range of 17 styles of outdoor shoes. They recorded a sell-through rate of 59 percent at Intersport stores, representing 13 percent of the brand's sales.
The top outdoor suppliers for Intersport retailers from July 2015 to June 2016 were Lowa, CMP and Schöffel, with a particularly positive sales development for CMP, Vaude and Maier Sports and declining sell-out figures for Schöffel, Jack Wolfskin, Mammut, The North Face and Hanwag.
German retailers affiliated with Sport 2000 reported strong growth in sell-out figures for CMP, Maier, Vaude, Salomon and Salewa and clearly declining sell-out figures for Jack Wolfskin, Schöffel and TNF in the first half of this year. Meindl, Lowa and CMP were the top suppliers overall during the period.