BERN, Switzerland – Sporting goods retail giant Intersport has decided to restructure its private-labels and the layout of its stores as part of the new ‘Group Strategic Plan 2016’. In this new strategy the position of product range Nakamura bicycles is limited to only some of the national licensees.
Intersport’s aim is reduce the number of private labels from twelve to six or eight depending on the country, with each one representing a different “sports universe” and encompassing all kinds of textile, footwear and hardware products.
As a result the private label Nakamura for biking, together with Dynatour for golf will only be used by some of the national licensees. The four former private labels Crazy Creek, Northbrook, Online and Sierra will be completely eliminated from Intersport’s international ranges. This new brand strategy will start with the fall/winter 2010-11 collections.
Downgrading the importance of the bicycle brand Nakamura is a clear sign that Intersport is less successful with this product range and that it doesn’t contribute to the group’s goal to grow its own private label business to represent 25% of the affiliated retailers’ sales. Currently the private label business has been stagnating at around 17% overall.
The remaining six brands are Energetics used for fitness equipment, Techno Pro winter and racquet sports equipment, boots and clothing, Firefly for swimming, board sports and beach sports, Team for team sports, Pro Touch for running and Etirel will concentrate on mainly sporty leisurewear.
“Our new Group Stategic Plan 2016’ has been well received by the retail organizations that license the Intersport banner all over the world,” said Intersport CEO Franz Julen. “They have agreed to implement it gradually over the next years, starting in 2010. It has also been welcomed by the major sports brands who work closely with Intersport.”
In line with this new product strategy, the retailers affiliated with Intersport have to rearrange the layout of their stores by creating so called ‘sports universes’ to underline the focus categories such as running, football, outdoor and winter sports, each featuring all kinds of related products from hardware to apparel and footwear.
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