At the heart of Europe, the Czech Republic is ideally situated in the geographic center of the European Union. As such, the Czech Republic has traditionally had the strongest trading relationships with its neighbors encompassing Germany, Poland, Austria and Slovakia. Last year, these markets accounted for 37% of total Czech exports and 29% of imports. Germany in particular is the most signficant business partner.
Czechs and Sports:
Czechs are active people and carry an active self-image. Outdoor activities are particularly popular, with emphasis on hiking and cycling. At least once a month, 70% of Czechs play sports, and at least once a week, 53% of people engage in some kind of physical activity. Of the population, 22% participate in regular exercise with a frequency of at least three times a week or more.
The most popular sport in the Czech Republic is hiking with 48%, while 40% of active Czechs prefer cycling. The imaginary bronze represents swimming, which is preferred by 36 percent of respondents (4th – Running with 24%, 5th - in-line skating with 14%. Sixth and seventh place are shared by winter sports together with yoga and Pilates, which are preferred by 11 percent of respondents).
Regarding team sports, the Czechs, as most Europeans, prefer to play soccer. For sports facilities, outdoor and indoor swimming pools are the most visited. Gyms and the renowned “Sokol” sports halls are also popular.
The Czech Republic is home to many local producers who are very active in the development and production of sportswear and sports equipment for some sports segments like hiking, climbing, cycling, and winter sports.
Last year, Czechs exported nearly $3.5 billion in sporting goods and equipment while total imports were over $2 billion. Exports of sporting goods to the United States were worth $60 million last year, while imports were worth just $10 million.
Czech Republic
Summary
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U.S. companies interested in entering the Czech market are encouraged to work with their local U.S. Export Assistance Center in the United States; to find a location near you, see list of U.S. Offices . For information on a specific country see International Offices .
CZECH REPUBLIC
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Current Market Trends & Demands
While in the 1990s sports brands were a symbol of a certain social prestige for the Czechs, they are now a common standard not only in sports but also in everyday fashion. Some brands dominate in specific sports, such as Adidas for soccer clothing or in running shoes.
Czech demand for sporting goods rises in the spring and before Christmas.
Average annual expenditure on sportswear and equipment per capita in the country in 2019 was $290 according to the STEM/MARK market research agency. Total spending for sporting goods was in excess of $3 billion in the country in 2019, of which e-commerce revenue was $550 million (approximately 18% share of sales).
The main sellers of a wide range of sporting goods in the country are local as well as multinational retail chains, for example: Sportisimo, Decathlon, Hervis etc. At the same time, there are stores specializing in a particular sports segment like Rock Point company, for instance, which was founded by a small group of outdoor enthusiasts with equipment they used on their own adventure trips.
Major sellers of sporting goods in the country:
Sportisimo – 105 stores in the country and e-shop ( https://www.sportisimo.cz/).
Sportisimo is a Czech chain that grew from a small clothing company founded in 1999. Today it has a total of 183 stores, of which 105 are in the Czech Republic and others are in Slovakia, Romania, Hungary and Poland. In the last financial year, Sportisimo had sales of almost $400 million, approximately 11% more than in the previous year. The company has recently followed a strategy of acquisitions to boost revenues in private label goods. In 2018 it acquired Piccollo, which manufactures outdoor products of the Loap brand and very recently Klimatex, manufacturer of functional sportswear, accessories and footwear.
Decathlon - 24 stores in the country and e-shop (https://www.decathlon.cz/
After Sportisimo, Decathalon is the number two retailer on the market with 24 stores in the Czech Republic with goods intended for sports and leisure. Within its range of products, the company mainly sells its own brands, such as Quechua, Wedze, Kipsta or Kalenji among others.
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