Jack Wolfskin continues sales growth

Outdoor brand grows sales 21 per cent in 2010; UK strong market in seventh consecutive year of double-digit growth

German outdoor clothing and equipment supplier Jack Wolfskin saw sales grow 21 per cent to €304.2m in 2010, with strong growth in the UK cited as one reason for this performance.

This is the seventh consecutive year it has recorded double-digit growth, the company said, with 2011 predicted to follow the same trajectory.

As well as the UK, where Jack Wolfskin has recently opened three stores in the London area, Italy, China and the Benelux countries were highlighted as strong areas of business for the company.

Chief executive officer and co-owner Manfred Hall said: “Jack Wolfskin’s structural sales growth in other countries is now even higher than that in our own domestic market. This is a testament to the success of our internationalisation strategy.

“We also anticipate double-digit growth rates in 2011 that are roughly on the same level as the previous year’s figures.”

Hall added: “Functional clothing remains the driving force for growth at Jack Wolfskin. Nevertheless, the equipment and footwear product ranges also developed in a pleasing manner. With growth of 47 per cent, the footwear range positively impacted the overall result.”

Jack Wolfskin said growth in Asia was driven primarily by the opening of new stores. The number of own-brand stores in China more than doubled over the course of the year, reaching a total of 163, and increased threefold in Korea. At the end of 2010, there were a total of 264 Jack Wolfskin stores throughout Europe.

Expansion in terms of stores is intended to continue at the same pace in 2011, when the primary focus will be on the UK, France, Switzerland, Austria, the Benelux countries, Italy and the Asian markets.

“In 2011, we will continue to exploit our enormous potential on the German market, further enhancing our market position in the core markets in Europe, and press ahead with our Asian business,” Hall said.

“To enable us to do this, we have not only built strong organisational units in these locations, but we have also planned the necessary investments.”