Media Room

10/2024

‘Home of Expert’ multi-category retailer (MCR) concept stores set new standards in European sports retail

The “Home of Expert” multi-category retailer (MCR) concept store format of the SPORT 2000 Group International combines the versatility of a generalist with the advantages of a specialist. The opening of the first stores in Belgium and Germany brings the pioneering retail format to the European market for the first time. The sports retail company is pushing ahead with the further expansion of the format.

The SPORT 2000 ‘Home of Expert’ MCR concept stores offer a wide range of sporting goods and brands that are tailored to the diverse needs of consumers and provide a comprehensive shopping experience. Through targeted product range and brand profiling, MCR concept stores combine the versatility of a generalist with the focus of a specialist. With this clear and strong positioning, the SPORT 2000 ‘Home of Expert’ MCR concept stores stand out clearly from competition. ‘Our SPORT 2000 “Home of Expert” MCR concept stores define new standards in performance-oriented sports retailing: from the product selection and high level of expertise in the individual experience areas, to the presentation of the top sports brands,’ says Margit Gosau , CEO of the SPORT 2000 Group International, adding: ‘With the opening of the “Home of Expert” MCR concept stores in Belgium and Germany, our forward-oriented retail format is becoming visible and tangible on the European market for the first time. This marks a decisive milestone in our strategic corporate development.’ The sports retail company is pushing ahead with the continuous rollout of the ‘Home of Expert’ MCR concept stores. Three more store openings are planned by the end of 2025.

2,000 m² of shopping experience for sports enthusiasts in Dendermonde
The first ‘Home of Expert’ MCR concept store opened in Dendermonde at the end of 2023. The city is located in East Flanders, in the middle of the triangle formed by the cities of Brussels, Antwerp and Ghent. On a sales area of 2,000 m2, the store offers a comprehensive range of products in the categories of running, team sports, racket sports and outdoor, including winter sports. Equipment for popular activities such as swimming and cycling completes the range to meet the demand of locals and tourists all year round. ‘Our goal is to offer our customers an extraordinary shopping experience meets their needs in an optimal way. With our extensive range of products combined with individual advice, we create a unique atmosphere that goes far beyond just selling products,’ says Hugo De Schrijver of Top Sport, owner of the MCR concept store in Dendermonde.

Opening of the store in Nordhorn, Lower Saxony, Germany
In July 2024, the second European ‘Home of Expert’ MCR concept store opened in Nordhorn. On two floors, sports enthusiasts find a wide range of products from the experience areas of running, fitness, sportstyle and team sports. ‘Our store combines many years of retail experience with an extensive selection of top brands. We also bring people together in our store and are a home for all sports enthusiasts,’ say Deniz Baysoy and Bülent Türün, the two store owners of SPORT 2000 Nordhorn.

Sports communities increase sales
In addition to classic advice and services, Top Sport and SPORT 2000 Nordhorn are committed to sports communities. ’We plan community events around the various sports. We want to bring together sports enthusiasts in the region, motivate them and create an even stronger network. The new SPORT 2000 concept offers us optimal opportunities to implement this, because it was designed by SPORT 2000 precisely for this purpose,’ says De Schrijver, providing an insight. Top Sport and SPORT 2000 Nordhorn also sponsor regional sports clubs, thereby investing in the development of the respective regions. ‘Sports clubs play an important role throughout Europe. They promote sporting and social interaction, strengthen society and promote the health and well-being of sports enthusiasts,’ emphasises Margit Gosau, adding, “People of all age groups can be easily reached through clubs, creating a binding element in society.” In doing so, the sports retail trade creates a valuable contribution that extends far beyond the world of sport.