Passionate About Sports Brands
Interview with Andreas Guglielmo, Managing Director of CHRIS sports AG
Elite sport often celebrates individual success. But behind every winning performance is a team effort. Teamwork is also at the heart of CHRIS sports AG in Aadorf, Switzerland. The company may have started out as a one-man-show – founded in 1989 by self-confessed adrenaline junkie Chris Bättig in his parents’ garage – but today its success is entirely thanks to teamwork. Under the direction of Managing Director Andreas Guglielmo, CHRIS sports is a distributor of leading sports and lifestyle brands in the Swiss and Austrian markets. The company is expanding its business with their new shoe brand acquisition Allbirds in additional markets Germany, Italy and France, supported by a strong sales and logistic team in Salzburg and Frastanz.
Founded 35 years ago, CHRIS sports has evolved from a small distributor to a key player in the sporting goods industry, particularly in Switzerland and Austria. Andreas Guglielmo’s path to CHRIS sports is both unique and inspiring. “I started my journey in the sports industry quite spontaneously,” he shares. Guglielmo, originally from Italy, became acquainted with CHRIS sports through his involvement in a youth organization where he met Christian Bättig, the company’s founder. “What began as a casual interest turned into a serious commitment, and now, 15 years later, I’m proud to lead this dynamic company,” he explains. He initially served as Chief Financial Officer for eleven years before stepping into his current role as Managing Director three years ago.
An evolving portfolio
Under Andreas Guglielmo’s leadership, CHRIS sports has significantly expanded its portfolio and market reach. Initially focused on the Swiss market, the company has grown to include a variety of well-known brands, such as Rocky Mountain and Giro which are aimed at off-road cycling enthusiasts. “One of our major milestones was acquiring the distribution rights for Giro, which allowed us to tap into the winter sports market,” Andreas Guglielmo notes. CHRIS sports has also diversified its offerings by adding New Balance to its portfolio, which has since become one of the top three brands in the sports and leisure footwear sector. Today, the company distributes over 30 leading brands covering a wide range of sporting activities.
Making partners part of the team
Andreas Guglielmo emphasizes the importance of long-term partnerships to the company’s success, stating, “We pride ourselves on maintaining strong relationships with our suppliers and customers. Our success is built on trust and mutual support.” This approach has allowed CHRIS sports to flourish even in competitive markets.
Embracing digital transformation
Another significant aspect of CHRIS sports’ growth strategy has been embracing digital transformation. The company has positioned itself as a pioneer in the industry by investing in digital tools to streamline operations and improve customer service. “Digitalization is key for us. It allows our employees to focus more on customer interactions rather than getting bogged down by data management,” Andreas Guglielmo explains. Having been quick off the blocks in setting up B2B outlets for its retail partners, the company launched its first B2C online shop in 2020, and since then, it has expanded to six shops, with plans for two more in the near future. Never content to rest on its laurels, the continuous optimization of the e-commerce experience is one of CHRIS sports’ priorities. “We want to ensure that our customers have easy access to product information and can place orders directly through our platforms while enjoying high performance and stability,” Andreas Guglielmo adds.
Commitment to sustainability
Sustainability is also a core value for CHRIS sports with environmentally friendly practices seen as playing an important role in the company’s operations. “We have invested in solar panels and district heat for our new building, ensuring that we can improve our footprint,” Andreas Guglielmo notes. This commitment to sustainability aligns with the growing consumer demand for eco-friendly products and practices.
Navigating challenges
Despite its success, CHRIS sports has faced challenges, particularly during the COVID-19 pandemic, which disrupted supply chains and altered consumer behaviour. Andreas Guglielmo acknowledges the difficulties but now looks back on this time positively. “We learned valuable lessons during the pandemic about adaptability and resilience,” he says. “Our diverse product range also helps mitigate the risks associated with ongoing market fluctuations.
The future of CHRIS sports
Looking ahead, Guglielmo is optimistic about the future of CHRIS sports. The company is in the process of relocating to new headquarters in Eschlikon, which will feature state-of-the-art logistics facilities, including an automated storage system. “This move is not just about improving our logistics; it’s about positioning ourselves for future growth,” he explains. The new facility will allow CHRIS sports to better serve its clients and expand its operations. Moreover, the company is exploring opportunities to act as a logistics hub for other brands, capitalizing on its established distribution network. “We believe there is potential to diversify our offerings further and serve a broader market,” Andreas Guglielmo states in conclusion.