Independent Sports retail chain rebrands to Intersport

Sport retail chain Independent Sports is to rebrand its stores under the global Intersport brand over the next four years as part of a licencing agreement with the Intersport International Corporation, the world's leading sporting goods retailer.

Explaining the agreement, which will link Independent Sports' 70 Australian outlests with over 5,400 Intersport stores around the world, Independent Sports Chief Executive Kevin O'Hanlon said the license agreement had taken two years of negotiations.

O'Hanlon stated "we will now be able to offer even better value to our customers and counter online sales from overseas retailers whose only weapon so far has been price due to regional wholesale differences."

The rebranding will allow the 40 sports retailers in the group to offer customers exclusive items from global sports companies and a range of in-house Intersport brands.

Set to take effect on 1st July 2014, the rollout of the new branding will take place over the next two to three years as existing Independent Sports stores introduce new signage.

O'Hanlon also expects the new branding will encourage other sport retailers to want to join the flagship group, adding "despite the general gloom witnessed recently in Australian retail, we have focused on how to improve the position of our member stores.

"We have developed and delivered a winning strategy for our membership and the next few years will be challenging and exciting as we establish a new marque in the Australian sporting scene."

Welcoming the link, Intersport International Corporation Chief Executive Franz Julen stated "Australia's population is incredibly enthusiastic about sport. With Independent Sports we have found a successful and competent local partner. Intersport and Independent Sports stand for passion, expertise, advice and top offers."

Intersport acquired the US footwear chain The Athlete's Foot in late 2012 and has been represented in Australia through the 140 sports shoe outlets.

Now the license agreement allows for the complete range of sporting goods to be available to the Australian consumer.

The Intersport group is the official event store of the football association FIFA for official licensed products of the 2014 FIFA World Cup Brazil.

Independent Sports' 40 retailers currently realise and annual turnover of $130 million.

For more information go to www.independentsports.com.au/