Deichmann in expansion mode after an 8.3% growth in 2015

By

Rüdiger Oberschür

Published
Feb 15, 2016

Budget-friendly shoe company Deichmann continues its growth and expansion. In 2015, the German company produced and distributed nearly 172 million pairs of shoes worldwide and for 2016 plans to open 168 new stores.

 
The company, which operates in 23 European countries and the US, said revenue grew by 8.3% to 5.3 million euros in 2015. At constant currency exchange rates, revenue jumped by 3.1% compared to the previous year. As of December 2015, the company had 3,710 stores against 3,600 in the previous year, while the number of employees grew to 37,300 from 36,150.

Despite a decline in revenue in the German market, the footwear retailer posted a 4.3% growth in sales in this country.

“Despite difficult market conditions, 2015 was a good year for us,” said Heinrich Deichmann, chairman of the company. “We believe we are well prepared for the future challenges that lie ahead for us and the industry.”

Last year the group operated 1,391 stores in Germany, 59 of which belonged to Roland and 38 to MyShoes. This is 52 more stores than the previous year. Meanwhile, the group sold a total of 74.5 million pairs of shoes, down 1% compared to 2014.

The German market generated 2.1 million euros in revenue, up 4.3% on the previous year. On a like-for-like basis, the figure was up 1.6%.

The retail group plans to expand its subsidiary Snipes into Germany, Austria, Switzerland, the Netherlands and Spain.

Last year Deichmann acquired the sporting goods manufacturer and retailer Sperk, via Dosenbach-Ochsner. Sperk operates 12 stores in Germany, which will be transformed into Ochsner locations this year.  

The group also collaborated with famous fashion bloggers for its AW 2016 seasons as part of its omni-channel approach, a strategy that was also reflected in last year’s results. Deichmann has partnered with Swedish streetstyle icon Caroline Blomst, Italian blogger Veronica Ferraro and the New York personality and model Hanneli Mustaparta.