Image: Werk/Armin Walcher
The restructuring process of the Sport2000 cooperative Zentrasport, the bankruptcy filing of the sports wholesaler BMM Sports, the withdrawal of the Norwegian chain XXL Sports & Outdoor from the Austrian market at the end of the year: These are difficult times for the sports retail sector, which has been considered the flagship of the domestic retail landscape for years.
The situation at many sports retailers is particularly tense because the warehouses are well stocked as a result of the corona pandemic, but uncertainty and reluctance are now spreading among customers in view of inflation and purchases brought forward during the crisis. The Wels sports retailer community Intersport is also feeling this, albeit to a lesser extent than its competitors on the market.
Sales in the current 2022/23 financial year (as of September 30) are expected to reach a previous high of 654 million euros, after 631 million in the previous financial year. Intersport boss Thorsten Schmitz gave these figures yesterday, Thursday, at a press conference in Saalbach. For comparison: Before Corona it was 600 million euros. Intersport Austria has 104 sports retailers at 280 locations and 4,000 employees.
If you adjust the nominal sales increase of around three percent in the current Intersport for inflation, the result is a value that is “plus minus at the level of the 2021/22 financial year,” said Schmitz in an interview with OÖNachrichten.
Less frequency in branches
Nevertheless, the Intersport boss remains optimistic. “Of course there is pressure, but we have the liquidity situation under control.” There is a noticeable decline in frequency in stores, but those customers who continue to shop in-store and, in some cases, online, are turning to higher-quality sports equipment. “More and more people are seeing sport holistically as a health aspect. In addition, e-bikes and the rental business were once again driving factors,” says the Intersport boss.
In general, the outdoor area with bicycles and hiking is developing steadily at a high level. Intersport recorded slight increases in running, fitness, team sports and tennis. Winter sports are also back on the road to success after the slumps in the Corona years, especially when it comes to alpine skis and ski textiles. Rising costs for energy, rent and personnel slowed things down.
100 million euros invested
However, Schmitz is not writing off stationary retail and sports retail. On the contrary: “In the past five years, our dealers have invested 100 million euros in stores, that’s a clear sign.”
Next year Intersport will celebrate its 60th anniversary in Austria. Schmitz sees growth potential in linking online retail with stationary branches and in business with events. This included ski days, ski touring camps and the expansion of the cycling infrastructure, for example through mountain bike routes for students.
more from economics
