Clear Direction and Transformation in Sports Fashion
Interview with Marco Hoffmeyer, Managing Director of Scoretex GmbH
The sports and leisure industry is under high pressure to change – from global supply chains to growing online markets. Scoretex GmbH, which bundles five brands under the platform approach Home of Brands, is responding with a profound realignment. Since March, Managing Director Marco Hoffmeyer has been leading this restructuring. In the interview, he explains how Scoretex is modernizing structures, why the Melchers Group is crucial in this process, and what opportunities international markets open up.
Wirtschaftsforum: Mr. Hoffmeyer, how do you view Scoretex since its start in March?
Marco Hoffmeyer: Scoretex, based in Ottensoos near Nuremberg, was merged by the Melchers Group from two companies – Joy and Venice Beach – into a common platform under the name Home of Brands. The brands are strong, the market believes in our products, but the structures could not economically lift this potential: The fact that sales increased while profitability declined clearly showed that the internal structures did not follow market success. This is exactly where my realignment of the company started.
Wirtschaftsforum: What were the key levers for the realignment?
Marco Hoffmeyer: We had to reorganize the value chain, clearly separate roles and sharpen responsibilities. Individual areas were functioning well, but not in coordination. At the same time, we wanted to avoid structural costs and allocate services where they could be delivered more specialized and efficiently. The Melchers Group provides us with the necessary financial stability and quick decision-making processes.
Wirtschaftsforum: The supply chain was a focal point. How did you remodel it?
Marco Hoffmeyer: Over 60% of deliveries arrived late – with penalties, write-offs, and dissatisfied traders. With SupplyX, formerly Otto Group Logistics, we established guaranteed delivery times and long-term fixed freight rates, saving around 30% in costs. The real quantum leap, however, is the AI-powered platform that makes every step of the supply chain transparent in real time. This has elevated our entire logistics to a new level.
Wirtschaftsforum: What organizational changes were made?
Marco Hoffmeyer: Purchasing and product development were separated for the first time – previously, both were handled by the same department. At the same time, we outsourced operational purchasing processes. Today, only a few buyers manage the entire volume without building new fixed costs. This increases speed and creates a clear separation between creative and economic decisions.
Wirtschaftsforum: How did you lead the team through the change?
Marco Hoffmeyer: We are 57 employees, handling an excessive amount of complexity. At the beginning, I asked everyone where they saw the pain points – many solutions came from the team itself. We work less hierarchically, more role-based, and this creates acceptance and motivation. The willingness to change was there from the beginning, which has greatly facilitated the restructuring.
Wirtschaftsforum: What has changed in sales?
Marco Hoffmeyer: We have aligned our pricing logic with strategic development: visibility, market presence, and collaborative growth are at the forefront. Concurrently, we have modularized our online marketing – instead of fixed compensations without target relevance, we commission services modularly based only on our actual needs. This keeps us flexible and prevents costs that can quickly become ineffective in a volatile market.
Wirtschaftsforum: How is Scoretex currently positioned with its brands?
Marco Hoffmeyer: Joy, Venice Beach, Hot, and Canyon cover functional and decorative sports segments across various age groups. Venice Beach is also a German heritage brand with noticeable potential abroad. The portfolio is complemented by Stryve GmbH with fitness products. We are thus deliberately moving in a market segment where there is comparatively less competition—this also explains our stable demand and our growth. The underlying platform 'Home of Brands' allows us to efficiently manage all brands.
Wirtschaftsforum: How is Scoretex developing, and where is it headed?
Marco Hoffmeyer: Despite a declining market environment, we maintain our double-digit growth rates. Today, our focus is clearly in Germany, supplemented by Austria, Switzerland, and Belgium. Parallelly, we want to become stronger internationally. At the same time, we need to build up the online area much more professionally, as there is great potential here. In the long term, we aim for a typical operating profit margin.
Wirtschaftsforum: What personally drives you?
Marco Hoffmeyer: I am motivated by the opportunity to make potentials visible and to restructure companies. This has accompanied me since my first restructuring project. Scoretex provides perfect conditions for this: strong brands, a motivated team, and the chance to shape a profitable, internationally relevant company on a solid foundation.