State of Trade 2024

The State of Trade (SoT) report provides sell-in figures, also known as wholesale sales figures, of the European outdoor sector. With over 60 contributing brands, the report covers all major European markets and is considered the most comprehensive sell-in report for the outdoor ndustry. It benefits the entire industry and remains relevant only through the collaborative efforts of contributing brands.

As announced in November of 2023, the State of Trade report will be relaunched in 2024. We are excited to bring across several of the developments from our work on the Outdoor Market Intelligence Service (OMIS) which will dramatically improve the State of Trade report. These updates include:

• SoT is now accepts standard sales files rather than a manually created excel spreadsheet.
• The product taxonomy from OMIS, developed over the past year with contributions from over 35 members of the trade, will be brought into the SoT.
• We will now use Sporting Insights to collect and aggregate data for the SoT, our same data partner used for OMIS. This will make the experience far more seamless and smooth for the contributing brands.

As a brand, how do I contribute data to the State of Trade report?

1. Sign and return the data exchange contract and send it to Sporting Insights along with you most up-to-date product files.

‍Please send your signed agreements directly to contracts@sportinginsights.com. Use the links below to download an example file and description document for what is needed in your product files

2. After the data exchange document is returned and sent to Sporting Insights along with the product files, send your sales files to Sporting Insights.

Use the designated SFTP site to send the sales figures, and please include figures for 2019-2024. Use the links below to download an example file and description document for what is needed in your sales files.

When will the next year’s figures be available?

We are aiming to release the next complete State of Trade report at the usual time, in November of 2024. However, this will largely depend on the contributing brands turnaround time for signing the data exchange contracts, submitting product files, and submitting sales files. Unlike in years past, we will not have preliminary or top-line data to announce in June. All data will be released at the full launch in November.

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Contact Scott Nelson on scott.nelson@europeanoutdoorgroup.com for more information.