Intersport International Corp. (IIC) reported the overall pace of sales at Intersport stores worldwide accelerated sharply in the first quarter ended March 31 compared with the pace reported for all of 2014.

Sales at Intersport stores, which are owned and operated primarily by franchisees, reached €2.6 billion in the first quarter, up 8.4 percent from the first quarter of 2014.  That compared to a 1.9 percent increase in sales for all of 2014, when Intersport sales reached a record €10.5 billion. In currency-neutral terms, Intersport sales grew 3.0 percent last year.

“Certainly, we benefited from a good winter especially in January and February, but also the product categories “Outdoor”, “Running”, “Fitness” and “Football shoes” achieved good sales,” said Franz Julen, CEO of IIC, which owns the franchises for both Intersport and The Athletes Foot retail chains. “Without a major football event this year, Intersport expects growth of 2% to 4% in 2015.”

At the end of 2014, Intersport had 5,490 points of sale across 44 countries, making it the world's largest sporting goods retailer in terms of both annual sales and locations. Just like last year, the major markets such as Germany, France, Great Britain and Canada as well as most Eastern European countries recorded the highest growth rates.

The Nordic countries, but also Switzerland, which are highly dependent on the winter business, reported stagnating or declining sales figures. Italy and Spain, at least on a like for like basis, have returned to growth after years of stagnation.

Soccer product sales reach milestone
Intersport sales of soccer products surpassed the €1 billion mark for the first time last year. That compared with €850 million in sales in 2012, when the 2012 Football European Championship took place. The biggest sellers in 2014 were the team shirts of world champion Germany with more than 600,000 units sold. Previously, at Football World Cups or European Championships some 300,000 to 330,000 German jerseys were sold. Overall, Intersport also sold more than 550,000 World Cup balls.

“Major sporting events like the Olympic Games and the Football World Cup always have a positive effect on the sale of sporting goods. Not least because of this, we succeeded in increasing retail sales to a new record level in 2014 again”, says Julen. “The Olympic Games motivate consumers to do sports and to buy new sports equipment when needed, while the Football World Cup with team shirts, World Cup balls and licensed products have an immediate, positive impact on sales.”

Buoyed by global trends like fitness, wellness and nature, the product categories “Running” and “Fitness” continued to grow at double-digit rates in 2014. The Outdoor business remained stable at last year's high level, while the winter sports business decreased due to the bad winter in the months of January and February and in autumn.

The Athlete’s Foot grows by 7.5%
IIC reported sales at The Athlete's Foot a franchise chain it acquired in December 2012, grew 7.5 percent to €290 million in 2014.

“This is the result of the clear positioning in the sports lifestyle sector, a new brand and store concept, a solid partnership with the main suppliers, as well as the growing demand for ‘athleisure’ in all parts of the world.” says Ingmar Kraak, CEO of The Athlete's Foot.

Over 2014, the number of stores remained stable at 392, operating across 25 markets in the Americas, Europe and Asia. In the first months of 2015, the sales network has been expanded.

“With shop openings in Denmark, Greece and Turkey and notably by the conversion of the 50-door ‘Coach’ chain in The Netherlands to The Athlete’s Foot banner we have recently embarked on a first wave of European expansion,” notes Kraak. “In the coming months, we will open new The Athlete's Foot stores in various European countries. We can rely on highly successful operating Intersport license partners.”

Furthermore, the conclusion of a master franchise agreement in Algeria means that the first The Athlete’s Foot stores will be open in the North-African country within the next months.