NEWS


Peter Kaiser supports retail partners with new sales campaign


JD Sports reports of ‘weak’ Christmas trading


J


D Sports Fashion suffered a 1.5 per cent like-for- like sales decline across


November and December, according to its latest report. After already downgrading its full-year expectations in November, the retailer said profit will be even lower thanks to “weak trading” in the UK and US. The self-titled ‘King of Trainers’ blamed “a challenging and volatile market” that saw increased promotional activity, although a slightly stronger Christmas did result in growth in December alone. JD CEO, Regis Schultz, said:


P


eter Kaiser has launched a new campaign to support its retail partners. Under


the title ‘We Boost Your Sales’, the concept combines five measures, including personal communication, modern training methods, and attractive customer promotions. The brand’s aim is to strengthen the motivation and engagement of customer advisors from retail partners on the sales floor, to help increase sales and enhance overall brand awareness.


A special highlight is the ‘After


Work Bag’, personally presented to store sales staff by Peter Kaiser sales representatives. The elegantly designed bag, featuring Peter Kaiser Prosecco and premium branded glasses, invites retail employees to discover the collections and brand values in a relaxed atmosphere. In addition, through the Peter


Kaiser Academy, the company has introduced an app-based training platform that provides interactive and flexible education for individual employees. Topics such as brand philosophy, product knowledge, and sales techniques are taught using innovative learning methods. Successful completions are recognised with a ‘PK Diploma’, enhancing personal motivation.


An accompanying competition


encourages additional engagement: with attractive rewards, such as gift vouchers, retail staff are motived to actively promote Peter Kaiser products. Regular feedback sessions ensure the continuous improvement of this initiative.


Another initiative is the incentive


for retail employees to wear Peter Kaiser shoes in store. This authentic presence not only enhances brand awareness but also enables the sales team to advise customers based on personal experience. To engage directly with


customers, Peter Kaiser is offering limited-time promotions featuring gifts such as credit card holders or goody bags. These campaigns are supported by social media, newsletters, and POS materials, enhancing customer loyalty. “With this comprehensive


concept, we aim to establish a lasting connection with the sales team and the customers of our retail partners,” explained Managing Director, Jürgen Cölsch. “Our focus is on personal appreciation, state- of-the-art training technology, and creative sales promotions to position Peter Kaiser as a leading brand in the market and to provide innovative support to our partners in selling our products.”


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“While I am pleased overall with our performance, market headwinds were higher than we anticipated and therefore our full-year profit forecast is slightly below our previous guidance. “On the back of weak like-for-like


growth, we trimmed our full-year 2025 pre-tax profit forecast from the lower end of £955 million to £1.035 billion to between £915 million and £935 million.” By region, sales in Europe and


Asia partially offset weaker trading in the UK and North America, while stores continued to outperform online and footwear continued to outperform apparel in the nine weeks to 4 January 2025. Mr Schultz addd: “In line with


our proven long-term approach, we chose not to participate in what was a more promotional environment in the period than we anticipated, fully maintaining our trading discipline to deliver gross margins ahead of last year, clean inventory and strong cash management.” As a result, the sports brand


boss also warned that he is taking “a cautious view” of the new financial year ahead.”


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