Intersport Accelerates Expansion Plans, Aims to Exceed 2030 Goals Early

Intersport, a major sports retail group in Germany, is rapidly expanding its physical presence, opening new stores at a pace that outstrips its original projections. The company's CEO, Alexander von Preen, stated that Intersport is on track to achieve its goal of establishing 100 new locations by 2030 well ahead of the deadline. Von Preen indicated that the company might even add more locations beyond the initial target, citing ample opportunities across Germany.

During the current business year, which runs until the end of September, Intersport has already opened 13 new stores in various German cities, including Herford, Göttingen, and Nuremberg. This figure already surpasses the initially planned nine new openings for the year. Over the past few years, Intersport has added a total of 56 new stores, a number that also includes expansions and rebranding of existing outlets under the Intersport identity. The group currently comprises approximately 700 retailers operating over 1,400 stores nationwide, with 420 of these operating under the Intersport brand.

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We will reach our goal of 100 new locations by 2030 earlier.

Intersport's ambitious expansion strategy, launched in 2023, aims to significantly boost its revenue to around six billion euros by the end of the decade, capturing over 30 percent of the market share. This growth will be driven not only by new store openings but also by strategic acquisitions. The company is also diversifying its retail formats, introducing larger "Superstores" designed to appeal to price-conscious families, in addition to expanding its network of premium stores.

Two such "Superstores" are already operational in Chemnitz and Halle an der Saale, with plans to open 10 to 15 more in the coming years. This move is seen as a direct response to the growing presence of French sports retailer Decathlon, which has been actively expanding its footprint in German city centers with innovative store concepts. Despite a challenging consumer sentiment, Intersport remains optimistic, benefiting from its network strength and diverse retail formats. The recent FIFA World Cup also provided a significant boost, with Intersport reporting sales of over 600,000 jerseys, a substantial increase compared to previous major tournaments.

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We are not doing badly, I can say that much.