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Hummel storms forward in record accounts after hard corona year | BT Erhverv - www.bt.dk Listen to the article Buy a Digital Plus subscription and listen immediately. Buy Now Already a subscription? Log in Buy a Digital Plus subscription and listen immediately. Buy Now Hov, allow us to play the article. It is ready when you have clicked 'Allow all' Give permission After an offensive under corona, brave rate and German customers, Hummel can deliver the best result on both the top and bottom line in 2021. Especially in the German market, the Danish sports brand is leading forward. In the last three years, Hummel has tripled its turnover in the country and is one of Europe's largest team sports suppliers. The great result comes in the wake of a not so brilliant 2020, where Hummel struggled with closed shops and closure for team sports due to the corona. In 2020, the clothing chain lost just over DKK 60 million on the bottom line. Therefore, the CEO, Allan Vad Nielsen, is also more than happy with the results for 2021. “During the corona, when it was at its worst and we got a minus, we had to decide whether we would go on the offensive or the defensive. We could not just tread waters, "says Allan Vad Nielsen. Hummel chose to go on the full offensive and screwed up the investment. According to them, they have never invested so much as now. And it has paid off, the director points out, as the key figures for 2021 also show. In 2021, Hummel has experienced a significant growth in turnover to almost two billion kroner. Revenue has grown by almost 40 percent to DKK 1.86 billion for the Stadil-owned clothing company. This year's turnover was realized with DKK 1,858 million, and is a historical record turnover for Hummel, which has thus grown by almost 40 percent compared to 2020. Hummel is owned by the company Thornico, in which Thor Stadil and his son Christian Stadil (pictured) stand the tip of. "We choose to invest quite heavily, even though we were in trouble in 2020," says Allan Vad Nielsen. The investments are in new large sponsorships, development of new products, opening of 15 stores and a large new distribution center at the Danish border in Padborg. The new, automated distribution center is a three-digit million investment with an area of 21,000 square meters. »We have been maxed out in 2020, when our old manual warehouse in Flensburg could not keep up. The capacity was not large enough to keep up, "says the director. In addition, Hummel, which is owned by the family group Thornico with Christian and Thor Stadil at the helm, has closed large agreements with global sports chains such as Intersport and Sport 2000. The majority of the good numbers on the bottom line are in Hummel's wholesale, which has grown 30 percent in 2021 and constitutes the largest business area for the company. “We have moved a lot on our products, and it has paid off. On footwear, we have increased 40 percent, "he says, and states that in 2021 they have sold about 400 million pairs of shoes. Hummel has really taken hold of the German market, which they have long seen great potential in. In the last three years, they have tripled their turnover and are approaching one billion kroner on the total business in the country. The agreements with Intersport and Sport 2000 also form the basis for this development. The primary part of their growth in Germany comes from there. But also the sponsorships with German football clubs will give a boost, it sounds. Allan Vad Nielsen is enthusiastic about the development in the German market, but what makes the director's smile widest is the widespread progress around the world. "It could well be that it was just a single country that had just run away completely, but it is really broad-based," he says. Although the progress for 2021 has turned out to be greater than the company dared to hope for, expectations for 2022 are humble. The landscape in the market is characterized by high inflation and declining consumer confidence. »The visibility in the market is not that long. We are so optimistic anyway, because we have got the numbers for May in 2022. But it is only the first half, and we do not know the second half, so even though we have a nice order book that is growing in 2021, it will be nonsense , if you expect too much, «says Allan Vad Nielsen. Despite uncertainties in the world and in the market, he believes that Hummel is well on its way to a possible future crisis due to the readiness for change they showed during the corona crisis and the well-founded ownership. This article is from. Media Take the test ABROAD POLICE: Warns Danes Berlingske Berlingske Media A / S Pilestræde 34 DK-1147 Copenhagen KTlf. +45 33 75 75 33 CVR.no .: 29 20 73 13