Saturday, February 24, 2024

Sportmed warns of an impact on cycling fabrics due to climate change

The head of Sportmed, Daniel Borao, wants to take over the distribution of a leading outdoor brand “to differentiate.”

The head of Sportmed, Daniel Borao, confirmed that climate change has affected cycling fabrics. As detailed, it is difficult to release the latest winter collection because the cold is slowly coming this winter (2023-2024). “The stores are full of winter clothes, and it’s not that cold,” he warned.

“The user is slow to go to cycling shops to buy winter clothes because in October last year you could train in short sleeves; now, people think twice about buying clothes that will be used for two months,” explained the head. of Sportmed, Daniel Borao, to CMDSport.

“This last campaign started late, and if it wasn’t too cold, the public preferred not to make an investment, which led to an excess stock of winter clothes,” he explained.

NEW STRATEGIC PLAN

Given this context, he believes that “the store must look for the customer and improve their experience at a time when there seems to be little progress, indicating that we may be approaching a slow recovery.” In fact, Sportmed made a new strategic plan, and, in addition to already holding the sales convention, it aims to intensify its actions in businesses.

“There are ways to approach the customer, so you need to facilitate the relationship between brands and stores; always listen as much as possible,” he suggested. “We have to do excellent actions with our ambassadors, brands, and professional cyclists, with Rudy Project and DMT being the leaders in 2024,” he pointed out.

In addition to strengthening store relations this year, Sportmed will focus on returning to the path of growth “after a bad 2023.” To achieve this goal, it will promote the leading brands (DMT and Rudy Project), Suarez, Hutchinson, and Neversecond.

PRORIDE, NEW BRAND

Sportmed has acquired the distribution of the Proride brand of bicycle maintenance and cleaning products, which will start distribution this February in the Spanish market. “We will continue to develop its products and contribute to our commercial experience,” he summarized.

Likewise, Sportmed wants to take over the distribution of a leading outdoor brand. “We want to differentiate our product because we want to have a little balance between the sectors,” Borao clarified.

Today, Sportmed represents between 20% and 25% of Bastos Medical’s global business. Cycling products, for their part, represent 80% of the company’s sports division business, while the rest corresponds to outdoor, triathlon, and optical products.

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