New digital strategy for Intersport - Julen is succeeded by Duran

Sports retailer Intersport has adopted a new digital strategy. As part of this, a central Center of Excellence with IT experts will be set up to develop the global presence and supply content, software and systems, as outgoing CEO Franz Julen says in an interview with the Sonntagszeitung. However, the necessary positions would not be created at the Swiss headquarters in Bern, but in Amsterdam. Alongside London and Berlin, "that's where the digital music is playing. In addition, important partners such as Nike and Asics are already based in Amsterdam. "And the department is 30 to 40 percent cheaper in Amsterdam than it would be in Bern as a result of the weak euro."

Expansion in China

Intersport also wants to expand in China. The sports retailer already operates 19 stores in the south of the country. It has now signed a new contract with Tianma Network Technology Group. According to Julen, the leading Chinese online sports retailer operates 17 different online stores on Alibaba and has 10 million customers. "He will operate our online business in China and at the same time open 50 stores in the north of the country over the next few years," Julen explains. In the medium term, he sees sales potential in China of $300 million annually - and even half a billion or more in the longer term.

Succession with international understanding

Franz Julen is stepping down as head of Intersport at the end of 2016 after 17 years and is handing over to Victor Duran. Among other things, Duran is characterized by a high level of online expertise. In addition to his extensive marketing experience, Duran also has an "enormous" international background, says Julen. This should pay off: Intersport is a franchising organization with 65 country subsidiaries. "You can't give orders there, you have to listen, negotiate, convince. You need social skills, you have to understand other cultures, you have to speak many languages," explains the departing boss. His successor brings all of this with him.

Growth in Switzerland for the first time since 2011

Julen hands over a healthy company. Internationally, sales are expected to grow by 5 percent to 11.6 billion euros. And even in Switzerland, where sales have been declining for years, Julen sees "light at the end of the tunnel," as he says. In the third quarter, he said, sales were back at the previous year's level for the first time in a long time, and in the fourth quarter he even expects growth for the first time since 2011. On the one hand, lower sales prices are responsible for the upswing, on the other hand, a decline in purchasing tourism. In addition, he said, Swiss retailers had "done their homework." "The small retailers have finally understood that they have to concentrate regarding categories, brands and products." (hae/SoZ/SDA)