sportFACHHANDEL 08_2018 Leseprobe

8.2018 City Report
City Report | RETAIL | 117
of the mega stores, two of them within the country’s
capital. By their own account the Norwegians
specifically chose the trend metropolis of Vienna
for their market entry (initially with 4000 square
metres). The Scandinavians thereby bet on a high
share of hardware (more than 50 per cent shoes) and
service (especially concerning the bike area and boot
fitting). Ski, bike and outdoor are viewed as the store’s
core product ranges whilst the own-brand share
lies at only six per cent. XXL-CEO Fredrik Steenbuch
and Austria boss Patrick Verwilligen want
to achieve nothing less than the market leadership
concerning the entire Austrian specialist sports
retail, starting from Vienna, by the year 2022.
Décathlon, who settled down in the capital city
in summer, would also like a slice off the cake. Reputedly,
more branches are planned within the city.
Austria’s model manufacturer Northland is also
expanding its shop presence, but without cutting
off the water supply to itself or other retailers. Brand
shops are well-received in the waltz metropolis.
“Many customers are searching for brands and
quality”, reports a retailer form the new, recently
opened Asics store in Vienna. Vibram has also just
gotten started at the Danube.
The first point of contact for real outdoor fans is
still Bergfuchs, a traditional shop in the city centre.
Friendly and competent – the employees noticeably
know their way around the subject matter, and also
gladly offers help when it comes to special requests.
Here one can find consultation that isn’t obtrusive.
The store in general is well attended, especially at
the weekend. One salesperson confidently says they
were simply well sorted and able to offer competent
consultation. Even small parts or distinctive features,
such old touring binding, don’t pose a challenge
for the retailer. The prices match the quality.
When founded in 1983, the company was able to
take over the traditional location in the Kaiserstraße.
The mountaineer, skier and business woman
Mizzi Langer-Kauba founded the first sports store
specialised on mountaineering equipment and clothing
in Vienna right there in 1896. So tradition goes
back to the “sports house” founded by the famous
mountaineer and ski pioneer in 1896. And as stated
one is going to hold on to that location – despite all
the space problems. “We are consistently loyal to the
oldest mountain sports store in Austria’s tradition,
and put special stress on excellent consultation
and sustainable customer service. Additionally, we
regularly intensively occupy ourselves with innovative
novelties on the market in order to also keep
our customers in pace with the times in the areas of
technology and security. Naturally all our employees
are active mountaineers and outdoor fanatics”, says
business manager Gregor Schwenk.