With the « Home of Experts » Multi-Category-Retailer Store Concept (MCR) format, SPORT 2000 Group International is setting new standards in sports retail. It combines the versatility of a generalist with the expertise of a specialist and offers customers a unique shopping experience. The targeted product range and brand profiling as well as the community approach clearly set the MCR concept stores apart from the competition. With the opening of the stores in Belgium and Germany, the concept can now be seen and experienced on the European market. In this interview, the two MCR store owners share their experiences, talk about challenges and provide insights into customer feedback.

Hugo, you have been a successful sports retailer in Belgium for 30 years. What motivated you to implement the new multi-category retailer format of SPORT 2000 International?
Hugo: About ten years ago, we were faced with the challenge that some brands would only give us access to selected products if we specialised in a single sport. Nevertheless, I was firmly convinced that the multisport approach was the right way forward for my store. At the time, I was looking for a suitable concept for a sports retail network, but there was nothing on the market that met my expectations. Then came the turning point in 2021: SPORT 2000 presented a multi-category format that immediately won me over. The « Home of Experts » approach, which combines the versatility of a generalist with the expertise of a specialist, corresponds exactly to my vision: to offer customers a wide range of high-quality products and at the same time create a unique shopping experience through specialist knowledge and individual advice.

MCR Store in Dendermonde (Belgium)

Deniz and Bülent, you opened the first MCR concept store in Germany. What motivated you to realise this format?
Deniz and Bülent: Sport is our passion, and we have always dreamed of opening a sports store in addition to our other speciality shops. Thanks to our long-standing collaboration with SPORT 2000 GmbH’s Sneaker Force for our sneaker stores, it made sense for us to also choose the SPORT 2000 MCR format. The overall concept – from shop planning and marketing to access to strong brands – convinced us from the outset. The approach of building a close connection to the local community was also a decisive factor for us. This makes us more than just a specialist sports shop.

How did you find working with SPORT 2000?
Deniz and Bülent: A new store opening on this scale is always an exciting challenge. The SPORT 2000 MCR team supported us enormously at every stage. Especially during the opening week, we gave it our all once again. But the work doesn’t end after the opening. The store is in a continuous development process in which we can continue to count on the support of SPORT 2000. Our cooperation continues to be based on close dialogue and mutual trust.

After the opening: What changes have you experienced, Hugo
Hugo: Thanks to the larger, more modern building, an expanded product selection and optimised product placement, we were able to further strengthen the trust of our regular customers and gain an additional 30% of new customers. Being part of SPORT 2000 has strengthened our image and given us access to new target groups. In particular, our clear, strong positioning as the « Home of Experts » has enabled us to set ourselves apart from other providers.

MCR Store in Nordhorn (Germany)

And how have your existing customers reacted to the new format?
Hugo: Our regular customers appreciate the modern design and the clear, well-organised layout. The separate experience areas for the different sports are particularly well received. The combination of a high-quality product selection and personalised advice also clearly sets us apart from generalists and pure online retailers.

How does the SPORT 2000 MCR format differ from other concepts?
Deniz and Bülent: The speciality of a store always comes first and foremost from the signature of the entrepreneur. Customers initially come because of the products, but they keep coming back because of the people behind them and the advice they give. The MCR format allows us to add our personal touch while benefiting from a modern shop design and other comprehensive support.

Does the SPORT 2000 multi-category retailer format have a promising future? Hugo: Absolutely. Athletes are looking for high-quality, perfectly harmonised equipment – and that’s exactly what the SPORT 2000 multi-category retailer concept offers. It creates real added value for customers and strengthens our position as a specialist retailer in the long term.

Deniz and Bülent, how do you see the prospects for this retail format in the future?
Deniz and Bülent: In a market characterised by unspecific product ranges and price wars, a clearly structured concept with a carefully selected product range, high-quality services and community events offers decisive advantages. Customers today are not only looking for products, but above all for experiences – be it in product selection, advice or in the community. It is precisely this combination that makes the format so forward-looking.

Would you recommend the format to other retailers?
Deniz and Bülent: The concept is not suitable for everyone – it’s not a one-size-fits-all solution. But for retailers who focus on quality and specialisation in the multi-category sector, it offers enormous potential. SPORT 2000 actively supports retailers in the decision-making process by precisely analysing the location, defining core categories and identifying potential. And if the MCR concept is not the ideal solution, other options are available.

Deniz and Bülent – Owner of the MCE Store in Nordhorn (Germany)

Picture Rights: SPORT 2000 International GmbH