A major market research programme has continued its planned rollout across Europe. The Outdoor Market Intelligence Service (OMIS) gives outdoor brands, retailers, and distributors operating in or considering investing in a market, the opportunity to benefit from near real-time information on sell-through to consumers. Following its successful introduction in the UK, OMIS is now available for businesses to access in France.

OMIS is run by Sporting Insights in partnership with the European Outdoor Group (EOG) and Outdoor Sports Valley (OSV), the national outdoor industry association in France. The service aggregates sell-out data from retailers, including specialist chains, generalists, independent retailers, and brands’ direct sales. Both online and brick and mortar sales are covered.

An interactive dashboard reports on the overall market performance, category performance (apparel; footwear; camp; verticality; packs and luggage; equipment), and splits each category into multiple sub-categories. Users can filter to a specific month or a custom time-period, while historic trend data (starting in 2023) allows for contextualisation of the information. Product price filters permit additional flexibility.

Metrics include sales volume, sales value, and average selling price. The data can be segmented by sales channel, and reports are visible to brand and model level performance.

OMIS benefits brands, retailers, and outside agencies looking to invest in the channel. It provides advocacy support to the whole industry and delivers competitive advantage to those who subscribe to the service.

Pricing is designed to be affordable, in order to democratise the data, and subscribers can choose what level of detail and number of markets they wish to access.

At launch, over €580m euros of value and over one million unique products are tracked. The French dashboard is supported by over 20 businesses, including some of the country’s largest retailers.

Supporters include: AllTricks; Arva-Nicimpex; Bergfreunde; Bergzeit; Black Diamond; Decathlon; Helinox; Intersport; Jack Wolfskin; Lowe Alpine; Merrell; Millet Mountain Group; Rab; Sea to Summit; and Sport 2000.

Guillaume Bouvaist of Outdoor Sports Valley comments:

OSV is proud to have actively contributed to the launch of the first ever ‘in real time’ sell out data platform for outdoor goods in France. This tool will enable brands and retailers to make informed decisions to drive a more sustainable business. OMIS is a pragmatic and efficient solution to support OSV mission to help the French outdoor industry becoming more competitive.

Marc Anderman of Sporting Insights adds:

Thank you to the EOG and OSV for their support, and especially to those brands and retailers who have shared our vision for this service and understand how game-changing the insights from OMIS will be for the industry and their business. To book a demo or learn more, please feel free to get in touch, and we will be delighted to walk you through the opportunities this service brings.

Hannah Piatok of the European Outdoor Group comments:

Secure and centralised market data is beneficial for both commercial and political discussions in the European outdoor industry. Thank you to Sporting Insights and OSV for your partnership and thank you to the brands and retailers in the French panel. Your collaboration made this launch possible.

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France is the second market to benefit from Outdoor Market Intelligence. The UK service launched in 2024, and DACH will be later in 2025.

To arrange a demo or for more information please contact:

Marc Anderman - marc.anderman@sportinginsights.com

Hannah Piatok - hannah.piatok@europeanoutdoorgroup.com

Guillaume Bouvaist - guillaume@outdoorsportsvalley.org

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