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.
