turkey_sports retail market
TRANSCRIPT
ACTUAL NUMBERS
SPORTS APPAREL & ACCESSORIESRETAILING
BY OMER SABRI ERDEM
MAY 2013
TURKISH TOTAL RETAIL MARKET
0
50
100
150
200
250
300
350
400
450
2011 2012 2015
Bil
lio
n U
S D
oll
ars
302 Billion $313 Billion $
421 Billion $Est.
Source:
SHARE OF NON-FOOD RETAIL
52%48%
Food
Non-food
Source: Research of Trade Council of Shopping Malls & Retailers
SPORTS RETAILING STRUCTURE
- Adidas
- Columbia
- Converse
- Jack Wolfskin
- New Balance
- Nike
- Puma
- Reebok
- Lotto
- Lescon
- North Face
- Asports
- Ayakkabi Dunyasi
- Barcin
- Dalkilic
- Flo
- Koray
- Yali
- Olgar (SPX)
- Adventure Republic
- Toksoz (Sportive)
- Decathlon
- Deichmann
- Inter Sport
- Foot Locker
- Jump
- Boyner
- Cetinkaya
- Ender
- Huzur
- Gencallar
SPORTS RETAILING MARKET
• In Turkey, sports retail operation is usually Mono Brand where it’s normally multi-brand abroad
• Average age in Turkey is 28.3 and there’s a good potential in sports retail– Investment cost 150K – 400K USD per location
• Location is important;– Generally shopping malls
– Crowded streets
– Better if close to sports centers
• Department stores are strong players
• There are 2.000 local individual stores
SPORTS RETAILING MARKET
• Big portion of turnover is Cozy Casual wear
• Most requested sports product SHOE
– 40% of products sold in retail is sports shoes
– 25% Textile
– 25% Sports Equipment
• Performance accessories weight is very little
– Small part of consumers are interested in golf, skating, yachting, climbing, motorsports, surf, tennis & snowboard
MARKET SHARE OF BRANDS
35%
31%3%
10%
2%
0%
8%4% 4% 3% Adidas
Nike
Converse
Puma
Columbia
Jack Wolfksin
Lotto
Lescon
New Balance
Reebok
TOTAL INDUSTRY TURNOVER IN 2012 *
1,40 BILLION €
Source:* İş Private Equity – November 2012
MARKET FIGURES
Source:* İş Private Equity – November 2012
0
0.5
1
1.5
2009 2012
Bill
ion
Eu
ro 700 million €
1,4 billion €
Expenditure in Turkey 8 € / year / person 16 € / year / person
Expenditure in Bulgaria 45 € / year / person
Expenditure in Greece 65 € / year / person
Expenditure in Austria 150 € / year / person
Expenditure in Germany 180 € / year / person
MONO BRANDBrands Owned Partner Total
47 117 164
6 7 13
3 0 3
1 0 1
21 0 21
9411
(9 outlets)105
14(7 season + 7 outlet)
? 14
9 12 21
2 3 5
22 12 34
MONO BRAND
• ADIDAS Turkey– Operating its own stores (concept stores and outlets); has
franchises; also has corners in multi-brand stores– Growth in double figures in recent 7 years– Also runs Reebok operation separately
• NIKE & PUMA in Turkey– Cancelled its distributorship– Controls whole operation with local entity 100% owned by
themselves
• CONVERSE Turkey– Conteks is local distributor for 22 years– Sales in 2 channels: dealers & stores
• Dealers sells to multi-brand stores• Stores by Asports (Alternative Sports Inc) which also sells Columbia
brand
LOCAL WEBSITES OF MONO BRANDS
• Adidas: www.adidas.com.tr
• Columbia: www.columbia.com.tr
• Converse: www.converse.com.tr
• Jack Wolfskin: www.jack-wolfskin.com.tr
• Nike: www.nike.com/tr/tr_tr/
• Puma: -
• Reebok: www.reebok.com/tr-TR/
• Lotto: www.tr.lottosport.com
• Lescon (Turkish): www.lescon.com.tr
MULTI BRAND
Source:Official Web Sites
* There are approximately 2.000 shops that can be classified as LOCAL STORES
DEPARTMENT STORES
LOCAL CHAINS INTERNATIONAL CHAINS
Brands Owned Partner Total
A Sports 23 15 38
Ayakkabi Dunyasi 40 0 40
Barcin 24 0 24
Dalkilic 7 0 7
Flo 147 0 147
Koray 18 0 18
Yali 44 0 44
Olgar 20 0 20
Adventure Republic 6 0 6
Toksoz 11 0 11
Brands Owned Partner Total
Decathlon 5 0 5
Deichmann 79 0 79
Foot Locker 1 0 1
Inter Sport 15 0 15
Jump 4 24 28
Brands Owned Partner Total
Boyner * 40 101 141
Cetinkaya 23 0 23
Ender 24 0 24
Huzur 7 0 7
Gencallar 8 0 8
* Boyner stores are counted as Boyner + Carsi + YKM after merger.- 9 sports stores
MULTI BRAND
• Inter Sport is an international brand and the largest operation in Turkey– Sells; Adidas, Nike, Converse, Puma, O’Neill, Spyder, Elan, Head, Wilson, Arena, Daysee,
Rucanor, Mckinley
• Foot Locker sells 1.700 different models and 4.000 types of shoes• Jump operates in Turkey for 20+ years• Yali is mostly in western region of Turkey, 44 stores, 8.000+ m2, 8+
million visits per year• Barcin also operates in western region, 24 stores, 10.000+ m2, 7+
million visits per year• Olgar operates SPX stores, also sells Billabong, 2 million visits per
year• Adventure Republic
– Nature Sports & Alternative Activities; trekking, climbing, camping, rock climbing,– 25% share in outdoor market– Sells; Lafuma, Millet, Oxbow, Bridgedale, Jeantex, Five Ten, Rock Empire, Mountain Crew
ONLINE SALES OF LOCAL MULTI BRANDS
• A Sports: www.asports.com.tr
• Ayakkabi Dunyasi: www.ayakkabidunyasi.com.tr
• Barcin: www.barcin.com
• Dalkilic: www.dalkilicspor.com
• Flo: www.flo.com.tr
• Koray: www.korayspor.com
• Yali: www.yalispor.com.tr
• Olgar: www.spx.com.tr / www.spxshop.com
• Adventure Republic: www.offshop.net
• Toksoz: www.sportive.com.tr / www.spormarketim.com
LOCAL WEBSITES OF INT’AL MULTI BRANDS
• Decathlon: www.decathlon.com.tr
• Deichmann: www.deichmann.com.tr
• Foot Locker: -
• Inter Sport: www.intersport.com.tr
• Jump: www.jump-turkey.com / shop.jump.com.tr
LOCAL WEBSITES OF DEPT. STORES
• Boyner: www.boyner.com.tr
• Cetinkaya: www.cetinkaya.com.tr
• Ender: www.endermagazalari.com
• Huzur: www.huzur.com.tr
• Gencallar: www.gencallar.com.tr
