Electronics trade
Expert loses sales – hope for new impulses
Expert records declining sales. The electronics retailer lags behind in the online business, and hope makes the Kendo own brand.
The electronics dealer Expert implemented around 80 million euros less in the past financial year than in the previous year. The interior turnover that the group made with their connected dealers was 2.15 billion euros. The value had already declined slightly in the previous year and was at 2.23 billion euros.
CEO Stefan Müller spoke of a financial year that is “no reason to cheer”. For the first time, Expert cut off less than the competition in the market comparison.
The group sees improvement needs, especially in the online business. The development was left behind the expectations. Investments are now to be made in digital tools, data structures and a new sales organization. The own brand Kendo, which has been expanded to include monitors and accessories, is also intended to provide new impulses.
With Rudi Völler towards the World Cup business
According to the company, inpatient trade, things went a little better, at least compared to the overall market. However, the number of specialist markets in Germany continues to decrease. Expert currently operates 65 markets on its own, many of them in the northwest. Further locations are managed by independent partner companies. According to its own statements, expert is the second largest electronics dealer in Germany.
At the 2024 football European Championship, Expert had a significant increase in TV sales. Above all, large and high -priced models were in demand. Expert is hoping for a similar effect for the 2026 World Cup.
The ongoing business continues to be accompanied by a campaign with football icon Rudi Völler. The former international remains a brand ambassador and appears in TV spots and at social media as a “technology neighbor”.
dpa
Source: Stern
