Status quo for outdoor brand Jack Wolfskin

Status quo for outdoor brand Jack Wolfskin

German outdoor brand Jack Wolfskin had sales worth 351 million euro in 2012. Those numbers are almost equal with the financial year 2011, where sales rose by no less than 22.5%.

More equipment, less footwear

Jack Wolfskin did not fare well in Germany and Austria, still the biggest market for the German company with the famous wolf paw in the logo. It did however grow in Asia, Great-Britain and Eastern Europe. While the sales of clothing stabilised, there was a pretty rise in the department ‘equipment’ (outdoor accessories), but that rise could not compensate for the drop in sales of footwear (-8%).

 

CEO Michael Rupp was not unhappy though: “Despite the extremely unfavourable weather conditions, a lack of innovation and surplus stocks from last year, we managed to defend our position against the competition and continue to grow outside of our core markets.”

 

Innovation and international growth

COO of Jack Wolfskin Christian Brandt says the company will up its renewal percentage for the coming summer and winter season considerably and their investments in R&D have also risen. “In addition, we will continue to refine the brand profile and work more on the quality of our distribution,” said Christian Brandt.

 

The company also wants to have more Jack Wolfskin Stores in franchise: Rupp sees a possibility for growth in Asia, Great-Britain and Eastern Europa. It is there they will strengthen their activities and investments. At the moment the company has 350 stores in franchise in Europe and almost 500 in China. The brand is also for sale in 4,000 multi-brand shops.

 

At the end of the financial year 2012 the company had 700 employees, 70 more than the year before.

Questions or comments? Please feel free to contact the editors


Walmart wants to shed its "store" label

07/12/2017

American Walmart is legally Wal-Mart Stores, but its popular name has long since been Walmart. However, the company will now alter that: in this eCommerce era, it aims to be more than merely a store chain.

Ahold tells Delhaize to innovate faster

05/12/2017

Delhaize should innovate faster and Ahold Delhaize CEO Dick Boer feels Albert Heijn CEO Wouter Kolk should show the Belgians how. He also talked about Amazon and bol.com in the remarkable interview. 

Barry Callebaut invests a lot in Belgian factories

28/11/2017

In the next eighteen months, chocolate giant Barry Callebaut wants to increase its production by 20 % and to specialize itself in chocolate decorations. The Swiss powerhouse will therefore expand the production capabilities of its Belgian factories.

Russian supermarket chain employs robots

28/11/2017

Russian chain Lenta employed seven robots in its Moscow-based supermarkets. The Promobots will greet the returning customers by name, show new products and help with discounts.

Groupe Casino will join online forces with Ocado

28/11/2017

French supermarket group Casino signed a deal with British online retailer Ocado. It will use the British infrastructure to help grow its own online shops.

Tony’s Chocolonely aims to keep its growth pace going

27/11/2017

Dutch chocolate brand Tony’s Chocolonely targets a 50 % growth over the next five years. To achieve that, it will turn its attention to foreign markets, where it still has room to grow. The brand is relatively unknown outside of the Netherlands.

Back to top