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Market Intelligence France: retailer Chullanka continues strong growth

By Emmanuel Gravaud, Outdoor Experts All systems are a go for the French outdoor retailer who has enjoyed renewed growth for its brick and mortar business and continues to boost online sales. Chullanka, which means “snow-capped peak” in Quechuan, had a great 2017-2018 winter. “Our business was up for all product categories, not just skiing and snowboarding, and we ended the winter with strong growth.” Three years after breaking off from Decathlon, the French sporting goods giant, Chullanka continues to grow at a steady pace. Today, its 4 retail stores in Antibes, Toulouse, Metz, and Bordeaux, post combined annual revenues of just over €20 million. This dynamic natural growth should soon be boosted by new stores opening and acquisitions, as the two private equity firms who each purchased a third of Chullanka’s shares, Notus Technologies and Compagnie d’Anjou, had announced. Over the last three years, the retailer first redesigned its store in Metz, then opened a store in Bordeaux-Merignac (1500m²), and finished by launching its e-commerce website. “We are very happy with sales generated by our store in Bordeaux, which continues to grow, but we need to wait another three to four years before reaching cruising speed. We are also very happy with online sales. Our e-commerce website went live less than two years ago, and in the long run it should become the chain’s biggest point of sale,” highlights Thierry Crampes, who worked in e-commerce (Rue du Commerce, Galeries Lafayette) until June 2017, when he took over Chullanka from long-time general manager Bruno Laurent. Today, online customers are primarily from the greater Paris area and the Rhône-Alpes Region,“areas where we do not have stores,” says the GM. What is new this year? The retailer has added yoga to its shelves. “Yoga is very compatible with outdoor sports and has grown in popularity in France. It helps us to appeal more to female customers,” explains Thierry Crampes. Other new additions include swim-run and triathlon gear. Trail and road running are, in spite of their growth, complicated sports for retailers. “It’s a very competitive e-commerce market. As an omni-channel business, we strive to maintain the same prices in-store as on the web. Although we do well, it’s not easy.” However, the general manager noted that Chullanka did experience considerable growth in backcountry skiing / alpine touring gear sales last winter, and a boom in rock climbing. “The huge increase in the number of climbing gyms is what is currently drives the market. Climbing shoe sales are going through the roof in all of our stores!” The 2700m² store in Metz, inherited with the split from Decathlon, now shares the space with an Altissimo climbing gym. This article is a condensed translated version of an article originally published in French in the September 2018 issue of Outdoor Experts. Outdoor Experts is one of France's premier trade magazines for the outdoor industry in France. http://outdoorexperts.fr/magazine/

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Participate in the 7th edition of the OSV Internship Forum!

On Thursday, November 29, OSV will organize its annual Internship Forum. Created to make it easy for companies to meet with students in outdoor industry specific university-level programs, the OSV internship forum offers the ideal opportunity to identify future talent for your company. Three different Bachelor’s programs will be present at this year’s Internship Forum: ►  Bachelor's in Performance Sports Textile & Footwear (PSTF) ◄ This program focuses on product development and design as well as the technical aspects of the fabrics and materials used in the industry. Students in the program are available for a 4 to 6 month internship starting in March (2019). ► Bachelor's in International Sales Specialists in Sports (I3S) ◄ This program focuses on product sales as well as negotiation and sales management. Students in the program are available for a 4 to 6 month internship starting in March (2019). ► Bachelor's in Sports, Design & Communications (SDC) ◄ This program focuses on developing go-to-market specialists with a creative streak. These students will be able to work closely and competently with the design, marketing, and sales teams within your company. As with the other two programs, these students in are available for a 4 to 6 month internship starting in March (2019). Click here to register Date: Thursday, November 29, 2018, from 16:00 to 20:00 | Location: CMA Building, 28 Avenue de France, 74000 Annecy (France). Entrance to underground parking lot on Rue du Baronnet. For additional information, please feel free to contact us by phone at +33 (0)4 50 53 67 91 or via email at the following address: laure(at)outdoorsportsvalley.org

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OSV Evening Seminar Series: optimize sourcing using a digital platform

On Thursday, October 11, Outdoor Sports Valley (OSV), will host an Evening Seminar on optimizing sourcing and the supply chain by using a digital platform.* The seminar will be run by Philipp Grüntker, a sourcing expert who will discuss the key issues related to looking for and qualifying sourcing partners (such as factories) as well as the digital tools available to help brands improve their existing processes. His company, Foursource, has developed a worldwide B2B platform to make it easier for brands and textile suppliers to connect. Following the seminar, buyers from OSV brand members will have the opportunity to sign up for this platform and service for free.** If you are interested in attending, please register before Tuesday, October 9, by filling out the online registration form. When? Thursday, October 11 | 18:30 – 20:00 Where? Annecy Base Camp (OSV) | PAE des Glaisins - 12C, rue du Pré Faucon, Annecy-le-Vieux (France) *Event reserved for OSV members only **Conditions apply. We will provide further details at the meeting.

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Made in Europe: a project to identify technical textile manufacturers

More and more brands are starting the question the long-term viability of their overseas manufacturing facilities, and Europe currently offers new manufacturing opportunities to shorten lead times, reduce costs, and increase quality for one or more of their product ranges. To explore this potential opportunity, Outdoor Sports Valley created a working group made up of member companies with the goal of taking the first step to identify European clothing manufacturers. During the first quarter 2018, we launched a research project to index and qualify a broad panel of European production facilities. For this first step in an ongoing effort, we focused on identifying technical textile manufacturing facilities in Europe, especially those capable of making waterproof-breathable apparel. To view the results and the database, log into the OSV Member Area (Innovation & Sustainability / Tools and Info) to download: >> Country overviews (in English) where potential manufacturing facilities are located, >> A comparison table of the manufacturing capacity and ability in each country, as well as the information sources that allowed us to make our evaluation, >> The database of European technical textile manufacturers that we identified. We sent a questionnaire to the database of already pre-qualified facilities in order to gather more precise information on their production capacity (volume), certifications, etc. For your information, only a very small sample of the database replied to our inquiry. Following this first stage of the project on waterproof-breathable technical textiles, the working group will begin the second stage this fall to research the potential manufacturing facilities for in Europe for a different category of outdoor sports apparel. As an OSV member, if you have any questions or needs regarding this topic, please feel free to contact the executive team to join the working group.

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Calendar

 INTERNSHIP FORUM

INTERNSHIP FORUM

Thursday 29 nov
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OSV INNOVATION BREAKFAST

OSV INNOVATION BREAKFAST

Tuesday 04 dec
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OSV COCKTAILS & NETWORKING

OSV COCKTAILS & NETWORKING

Thursday 13 dec
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OUTDOOR SPORTS VALLEY - OSV

"Outdoor Sports Valley - OSV" designates both a region and industry cluster dedicated to outdoor sports. This region covers the entire Alps and ecompasses thousands of employees who work in the sports and recreation industries, the headquarters of most outdoor industry companies, and represents one of the planet’s most unique playgrounds.

The Outdoor Sports Valley concept, developed in Annecy in 2009, became an official association in 2010, and a certified industry cluster (Grappe d'Entreprises) in 2011 by the French state (DATAR). Annecy, exceptional geographic and strategic location, is the official capital of the Outdoor Sports Valley.

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