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Champion Sports Combined with Its Recent Acquisition of Marathon Sports, Show an Incredible 42% of the Market Operating out of 24 Stores

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Champion Sports Combined with Its Recent Acquisition of Marathon Sports, Show an Incredible 42% of the Market Operating out of 24 Stores 17321 Superbrands pages batch 3 3/10/00 11:56 am Page 4 Market The sports retail market in the Republic of Ireland has enjoyed phenomenal growth in the last ten years. A number of factors have contributed, like a booming economy, a new emphasis on personal fitness and active lifestyles, and a crossover from sportswear into mainstream fashion. Sportswear is seen as aspirational and cool by the nation’s youth, yet it would not be uncommon for a much older generation to wear the same top brands as their younger brothers, sisters and even children. Dramatic growth in the fitness industry, with record membership figures being achieved has also meant an increase in sportswear sales and brand awareness.These products not only provide the desired look, but also are proving extremely popular amongst consumers for the technological features used in their design and manufacture. The sports retail sector in the Republic of Ireland is part of a broad ‘specialised stores’ category that enjoys a multi-million punt annual turnover that is still growing. In a recent survey carried out in February 2000, Champion Sports combined with its recent acquisition of Marathon Sports, show an incredible 42% of the market operating out of 24 stores. Not bad for a company that started with one store in O’Connell Street in Dublin in 1992. O’Connell Street, Dublin. USC, another The O’Connell Street store though having Champion Sports envisage further sales Champion group partner, specialises in designer humble beginnings showed overwhelming growth, with no immediate saturation point in label clothing and footwear.With 25 stores in potential.The store opened in 1992 with a sight. However, this situation is constantly the UK, USC was recently voted fashion retailer young lively team of sports minded individuals monitored through surveys, focus groups, world of the year by FHM magazine.Top brands such who where employed not only to sell and market analysis and simple common sense. as Firetrap,Tommy Hilfiger,Thomas Burberry and promote sports goods, but also to create an Catering for both males and females in the more have their latest collections in store for exciting atmosphere and fun retail theatre 15–30 age group, there seems to be a fairly both men and women. environment for a young and trendy customer even split of shoppers.The company has also base.Through extensive training, by very noticed a decided change in customer profiles History experienced retailers involved in the company, over the years, with a wider range of fitness Since it’s beginning, expansion of operations has the teams were taught to deliver the highest products available, there is now a much broader been significant. Champion Sports has grown level of customer service and value on top age profile amongst Champion customers. from one store, on Dublin’s O’Connell Street to sports brands. Infants, children’s and youths ranges complete a current total of thirteen stores throughout The team strived to become Ireland’s No 1 the mix, with parents now buying ‘branded’ Dublin, Limerick and Galway. sports company within a very short time period. sportswear items even for their smallest Within eight years the Champion Sports children. company owned a total of 28 stores throughout Ireland, and now has the coveted Number 1 Achievements position in the market place.The success of the Without doubt, the single most important company is attributed to buying the right achievement was the acquisition of Marathon product and selling these goods at the right Sports in June 1999. Not only did this make the price ahead of the competitors. group the leading sports retailer in the Republic The company has been steered by a small yet of Ireland, but accelerated the planned growth creative management team never short on new of the company many years in advance. ideas and concepts.The team includes former Marathon Sports had been the main competitor sports people from soccer, rugby, cycling and of Champion; both had aggressive advertising other sporting backgrounds yet all with extensive campaigns aimed at winning business from each retail floor and management experience. other on a daily basis. Surprisingly, a third placed From the initial opening day back in 1992 competitor, with more stores, never posed any with a staff of ten, Champion Sports as a group threat to either Champion or Marathon. now employs over 1,000 people. The company also has retail partnerships with other high street retailers including Schuh and Product USC. Schuh sells top quality big brand name Products available in-store includes a vast range fashion footwear including Red or Dead, Base of clothing apparel, footwear and accessories and Converse as well as their own brand. Schuh from the world’s greatest sports companies. In- is the in place for the fashion conscious or the store, customers will see a comprehensive discerning clubber. Schuh have 29 stores in selection of Nike, Reebok, adidas, Fila, Ellesse, Great Britain and Northern Ireland and two in Umbro, Kickers, Le Coq Sportiff and Converse Dublin with a flagship store opening shortly on amongst others. 34 IRELAND’S SUPERBRANDS 17321 Superbrands pages batch 3 3/10/00 11:57 am Page 5 A young and enthusiastic buying group who By November 2000 a flagship Schuh store store promotions are an inherent part of the are aware of global trends, have the ability to opens on O’Connell Street Dublin with two company’s customer satisfaction policy. predict the next season’s look, enabling them floors of high fashion footwear and accessories. Frequently Champion Sports partakes in therefore, to select a desired range of clothing apparel, footwear and accessories. Excellent relations with suppliers have lead to the development of exclusive product ranges that cannot be bought in any other sports store in the country. Champion Sports are the biggest customers for many of the top sports brands in the Republic of Ireland.The number 1 best seller continues to be the Nike brand followed closely by adidas in both the footwear and clothing markets. An additional advantage of the Champion Sports buyers attending trade fairs, looking at fashions in major cities and studying retail trends on a world-wide basis, is the ability to identify ‘craze’ products and bring them to the high street first. Knowing the potential of such revolutionary new products such as In-line blades in the mid 1990s and the Micro Skate Scooter in the late 1990s, buyers have bought product for which niches in the Irish marketplace exist. This will be the biggest shoe retail outlet in the promotions either on a sales basis or offered With enormous sales of In-line blades at their country.Top European architects were freely to customer in-store. Some have included peak reaching sales of over 500 units per week, commissioned for the design of this unique the distribution of isotonic sports drinks, sports Champion Sports developed a series of In-line store, which is one of the first projects in the deodorants and shower-gels, sports bags, t-shirts, blade events, races and competitions around the regeneration of Dublin’s premier O’Connell watches and maths sets. country which were very popular with young Street. Consumer reward schemes are also a and old alike. More than 5,000 people turned Earlier this year saw the launch of Champion common tool in encouraging loyalty with the out at one event in the Phoenix Park. Sports on-line store, which has proven to be a Champion Sports customer.Two of the most Other hugely successful exercise equipment huge success and is constantly being developed, successful schemes, which Champion Sports includes the ab-shaper home work-out system, monitored and improved (www.champion.ie). actively participate in, are Superclub and air-walker exercise machines, step aerobics Hibernian Swiftpoints. equipment – all amongst the latest phenomena. Promotion Superclub is considered the one of best These products are sourced and bought in huge The company’s aggressive marketing strategy has loyalty schemes in Europe with over 600,000 quantities to retail at a substantial discount to been paramount in the creation of the card holding members receiving point rewards consumers.The latest craze is the micro-scooter; ‘Champion Sports’ brand. Now, one of Ireland’s through various partners within the scheme. a compact, lightweight, fun product as used by Superbrands.The company regularly advertises Hibernian Credit Card holders enjoy discounts the rich and famous, is now a huge success, in a number of national and local newspapers and benefits from a range of retail partners and retailing hundreds of units per week and and radio stations to communicate its sales gain gift certificates by regularly shopping within growing. promotions, product launches and new sports partnership stores. The Champion Sports retail chain is dedicated technologies, as well as utilising outdoor media Offering free gifts to customers has been to the latest in retail layout and design. Retail for its award winning advertising campaigns. highly effective in encouraging sales during display concepts are developed by visual Paul McGrath, ex Manchester United, Aston selected periods and has often given Champion merchandisers who incorporate designs from Villa and Republic of Ireland footballer has been Sports the competitive edge with customers American and European retail. Concepts are recruited as the face of Champion Sports proving loyal in returning to take advantage of then developed into custom-built fixtures and regularly featured in radio,TV and newspaper further in-store promotions. fittings for the Irish marketplace.The store advertisements. He frequently environment encompasses density of product meets the public at high profile Brand Values displays maximising the quantity and variety of events and charity functions.
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