Germany’s Giant Sports Retailer Opens Flagship Store

Sales & Trends

MUNICH, Germany – On October 10th at 10am Sport Scheck’s long-awaited Munich flagship store celebrated its grand opening. Germany’s leading sporting goods multi-channel retailer invested 13 million euro in the super-sized, four floors ,10,195m² store.

Germany’s Giant Sports Retailer Opens Flagship Store
The super-sized Sport Scheck flagship store in Munich; four floors and 10,195 square meters with products from over 500 brands. - Photo Sport Scheck

Here Sport Scheck is presenting about 30,000 sports products from some 530 brands. Sport Scheck – a subsidiary of Otto Group, a worldwide-operating trade and services group with about 53,000 employees – is also selling complete bikes as well as P&A.

Competition from Globetrotter

With its huge brand new store, Sport Scheck is responding on the competition from Globetrotter. In 2011 Europe’s leading on and offline outdoor retail giant opened a state-of the art outlet in Munich, Germany.

Sport Scheck’s new flagship store replaces the company’s old Munich outlet. The new huge outlet is based in Germany’s most crowded shopping street; the Neuhauser Strasse. Munich is also the city where the Sport Scheck story once all began.

It houses the so-called ‘leading categories’ outdoor sports, running and action sports as well as other areas such as team sports, ski, fitness, surf and golf. The four floors also house nine so-called ‘consulting and competence centers’ for several product categories.

Private lable

Competitor Globetrotter focuses in the bicycle sector only on P&A sales. According to Sport Scheck Munich GM Torsten Rudolph the bike segment will we expanded in spring/summer. The multi-channel sports retailer is selling, next to some premium brands, also bicycles under its private label Bikepuls.

Mediating the fun

According to Sport Scheck management spokesman Stefan Herzog the company is with the new Munich flagship store, “Continuing our strategy of strong retail outlet business in the most crowded shopping streets.” This brings several benefits, assures Herzog,

“For us the stationary business is playing a leading role. With well-sorted outlets in central locations we can serve our customers at its best and mediate the fun on sports in general directly to them.” For that the new Munich flagship store has a staff of 250 employees. The in 1947 founded Sport Scheck operates 17 outlets while 2012/2013 sales stood at 394 million euro, including internet, mobile shop and mail-order sales.

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