Petru Andronic, Country Manager of Sportisimo Romania: Main Trends for Retail Development in 2024

In a dynamic conversation with Petru Andronic, the Country Manager of Sportisimo Romania, we delve into the evolving landscape of sporting goods retail in Romania. Exploring the nuanced shifts in consumer behavior, brand preferences, and the industry’s response to the pandemic, Andronic offers valuable insights into the consumption patterns of 2023 and anticipates the transformative trends set to redefine retail in 2024. From the surge in online sales to the emerging significance of sustainability and technological integration, this interview unveils the anticipated trajectory of the sporting goods sector and the strategies embraced by Sportisimo to navigate these changes.

How did consumption evolve in 2023 and what are your estimates for 2024?

The consumption for the sporting goods within the Romanian market exhibited a clear inclination towards articles associated with leisure and recreational activities. One striking observation was the heightened significance placed on global brands, such as Adidas, Nike, and Puma. Unlike in some other countries, such as Czech Republic and Slovakia, donning globally recognized labels held particular importance for consumers in Romania. Moreover, within the country itself, consumption disparities were evident, the most obvious are between sea and mountain areas, notably between regions like Constanța and Brasov, as well as between metropolitan areas and smaller localities.

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What is the latest main trend that emerged in the retail sector?

The trend of specialization within the retail sector emerged prominently, with consumers increasingly favoring specialized retailers. This trend was exemplified by the growing popularity of sports like cycling in Romania, marking a significant departure from historical consumer preferences. The evolution of the retail landscape over the past 15 years showcased an expanded and diversified sports offering, with the rise of specialized stores and multi-brand retailers.

How did Sportisimo adapt to the fluctuating online and offline sales, especially during the pandemic’s initial surge?

The impact of the COVID-19 pandemic was a pivotal factor influencing the industry, with Sportisimo experiencing a surge in online sales during the initial phases, accounting for 25-30% of total sales. However, this share later stabilized at around 17-18%, signaling a recalibration to offline shopping, which has been and will remain important.

What are the main trends for retail development in 2024?

In 2024, the landscape of sporting goods retail is poised for notable shifts driven by evolving consumer preferences and industry dynamics. Omnichannel experiences is expected to maintain its dominance. Sustainability will be a key focus, with an emphasis on eco-friendly practices. Technological integration, personalized shopping experiences, and the incorporation of augmented reality are anticipated trends. The industry may expand its offerings to encompass a broader range of fitness and wellness products, aligning with the growing emphasis on a healthy lifestyle. Community engagement and local partnerships will play a vital role, fostering stronger connections with consumers. Sporting goods retailers are likely to differentiate themselves through innovative products and services. Data analytics will inform strategic decisions, providing insights into evolving consumer behavior. As the retail landscape continues to evolve, these trends will shape the future of sporting goods commerce in 2024.