Sport 2000 further expands its multi-category format.
After the realignment of its brand architecture announced last June, the Mainhausen group has now presented the details of the new MCR division (Multi-Category Retail). While the specialist formats will act as an independent brands in the future, the Sport 2000 umbrella brand should only be reserved for multi-category retail format, the company announced on Wednesday. The goal is a clear positioning in the market as well as more transparency for dealers: inside, consumer: interior and industrial partners: inside.
“With the MCR division, we create the structural basis for even more individual and future-oriented support for our partners,” said Margit Gosau, CEO of Sport 2000 GmbH. All dealers should receive exactly the support that they need for sustainable success.
The new division is aimed at a growing, strategically significant group of dealers and relies on individual, performance -oriented support. For this purpose, clear departments were defined – including partner management, trade marketing, merchandise management and retail format management. The implementation of the existing format strategy and the strengthening of the brand identity at the point of sale are the focus.
A central element of the new structure is the Sport Performance Categories (SPC), which are intended to highlight the professional competence of the dealers in particular in segments such as running, outdoor or training. The SPC criteria apply across formats.
Further development in the 7-country network
The roll-out of the MCR division builds on the latest developments in the store network. The new store concept celebrated its German premiere in North Horn in Lower Saxony in April. Shortly afterwards, two other locations followed that introduced the format.
With the further expansion of the MCR division, Sport 2000 is planning to transfer around 30 existing stores into the new format. At the same time, the first MCR Concept stores are to be created that offer a modern, brand -defining shopping experience. In total, up to 2028 measures to further develop the store portfolio in the 7-country network-including cross-border initiatives for the stronger networking and harmonization of the brand identity are planned.