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Intersport Deutschland Enters into Sourcing Partnership with Signa Sports

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HEILBRONN/ESSEN, Germany – Intersport Deutschland eG, the German subsidiary of Intersport International Corporation GmbH (IIC) and Signa Sports Group, owner of Karstadt Sports and majority shareholder of multiple bicycle and outdoor webshops signed a strategic partnership this week. It leads to a new (German and international) purchasing powerhouse.

Intersport Deutschland Enters into Sourcing Partnership with Signa Sports
“Looking at huge market changes it is important to rely on strategic alliances,” said Intersport Deutschland eG chairman Kim Roether. – Photo Bike Europe

Intersport Deutschland eG strengthened its number one position on the German sporting goods market with this strategic partnership. For Signa Sports Group it offers multiple opportunities to implement its multichannel strategy in Europe. Next to the 28 Karstadt Sports shops in Germany, it has a strong online involvement with the webshops of Internetstores GmbH (Brügelmann, Fahrrad.de, Bikster etc.) in Germany as well as in France with the online bicycle retailer Probikeshop.

International market

Talking about Europe, the announced partnership brings Intersport Deutschland advantages on the international market. Since 2013 the German and Austrian sporting goods retailer groups are unified. Intersport Austria also licenses the retailers in Hungary, the Czech Republic and Slovakia. Moreover Intersport Deutschland eG is shareholder in Intersport Polska S.A. which means that Intersport Deutschland eG unites sporting goods retailers in six European countries.

The main target of the strategic partnership is the concentration of interests on the German and international sourcing markets. This will be all done under the roof of Intersport Group. Initially Karstadt Sports will be integrated into Intersport Deutschland eG’s while Signa Sports Group’s other participations will follow in the future. Major goal is to unite the purchasing volumes of both companies.

‘Rely of strategic alliances’

“Our partnership with Signa Sports Group is a strong signal for our affiliated sporting goods retailers in Germany,” states Intersport Deutschland eG chairman Kim Roether. “By unifying our power the Intersport community gets a stronger voice. Looking at the huge market changes it is important to rely on strategic alliances. This assures a future growth for the whole group.”

Signa Retail CEO Dr. Stephan Fanderl says: “With this partnership we can strengthen our national and international sourcing and service competence. For us as a leading multi-channel sports platform this an important base for future growth in Europe.” The Signa Sports Group is part of Signa Retail.

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