Maier Sports, a market leader in outdoor and ski wear in Germany, recently launched their products in the UK. OER speaks to Tomas Torstensson, managing and sales director, to find out how the brand plans to build on the success of this launch. We also hear from a retailer who’s started stocking their goods.
Maier Sports recently launched in the UK. Was the initial launch a success?
Maier Sports launched in the UK earlier this year and has caught the imagination of retailers and consumers, especially with their fitting promise and the never out of stock (NOS) programme, particularly in the trouser range. Maier Sports caters for all shapes and sizes, which is much appreciated by anyone outside the standard norms.
What has happened since? Have you had many developments?
Maier Sports strive to be at the forefront of innovation and sustainability; from 2018, the stretch trouser range will be fully PFC free. The total range also reflects the current market trends towards crossover, lifestyle and athleisure without compromising on function or performance.
Do you offer your retailers any support to help boost sales?
All our retailers are fully supported in-store with both point of sale (POS) and training. We also offer a comprehensive retailer and consumer focused marketing programme, which recently included working with Walks About Britain on season 4 of their TV series due to be released in the autumn.
What are your plans for the rest of this year and 2018?
Distribution will continue through the rest of 2017 and into 2018 as we follow up on all the interest which the brand has attracted.
Where do you see Maier Sports in 5 years time?
We’re attracting new retailers and consumers every day. We’d love to see the UK as Maier Sports’ number 1 export market in 5 years time. Austria and Switzerland watch out!
1. THE PERFECT FIT PROMISE – Maier Sports believe that to function properly your kit needs to fit properly. That’s why they offer 61 size variations (36 male and 25 female) so everyone can find their perfect fit.
2. QUALITY – Maier Sports gear comes with a 5 year guarantee. With more than 75 years of experience, extensive expertise and highly skilled employees, they are proud to offer this guarantee. Should any problems arise there is a skilled team at their German headquarters to carry out repairs.
3. THE FAIRNESS PROMISE – Maier Sports publish their corporate social responsibility report on their website every year. They’re committed to sustainability and fair treatment of all employees. Since 2011 they’ve been a member of the Fair Wear Foundation. From 2018 the stretch trouser range will be PFC free.
4. NOS – Maier Sports recognise that the outdoors is a year-round business. Many styles and colours are available as part of the ‘never out of stock pr/’ogramme’ and can usually be delivered within 48 hours – so your customers will never be disappointed.
OER speaks to Martin Quinn, store manager of Craigdon Mountain Sports Edinburgh, about his experience as a new stockist for Maier Sports.
When did you start stocking Maier Sports and how did you hear about them?
We started stocking Maier Sports in January 2017. We heard about them through the agent Donald Aitken, who we work with on a couple of different brands. I decided to stock them as they offer a great range of sizes.
What ranges and products are you stocking and why did you choose them?
We stock a few of their trouser ranges – the Lulaka and Nil trousers are one of our staples in store. They offer a great range of sizes and cater to all shapes of people. Next season we’re adding base layers and tops to our range.
What do you think the brand has to offer compared with other outdoor brands?
Diversity of fits and colours and a dependable never out of stock program.
What support have you received from Maier Sports since becoming a stockist?
Staff training, staff uniforms, display stands and POS for the store.
How did you decide that Maier Sports was right for your customers?
They offer products with the mix of performance and comfort that my customers are looking for.
Would you recommend other outdoor retailers to stock goods from Maier Sports. If yes, why?
No, I enjoy the exclusivity we have at Craigdon Mountain Sports Edinburgh.