Independent Sports Stores: interview with president Matteo Massardi

In a world where contrast often trumps collaboration, one idea managed to germinate and become a concrete project of alliance and support. It is a bit like the drop-in-the-ocean argument. From this the Independent Sports Stores group was born, from the idea that alone you are small but together you can make a difference and defend your value. Just a few days ago, the signing on the document formalizing the establishment of this association as an independent body.

We had a chat with Matteo Massardi of the Gialdini store in Brescia, president of the above network. Why was the Independent Sports Stores group born, what is the goal, who can be part of it?

Tell us about Independent Sports Stores, how it came about and who is part of it.

It is a platform currently consisting of 34 stores in which the simplest and most effective purpose is to help each other out. In Lombardy, an alliance between a few stores had already existed for some time, as well as in Veneto… to better analyze and and and address problems and issues that challenge us today, however, it was necessary to have a more important voice, to give birth to a coalition that would connect independent stores throughout Italy. The purpose? To defend our rights, our value as shopkeepers and our territoriality.

What do you mean by “advocacy”?

We need everyone’s voice to be heard, and to make it more important and impactful we need to ally ourselves; our voices and ideas when added together create a stronger message. What we are going to lament is the increasing and overbearing presence of our suppliers in B2C channels. Through sites, promotions, social that are increasingly used to promote discounts on online shops. Once there was the manufacturer who produced, the distributor who distributed and the seller who sold. Today everything is a mixture, and that is not how it works. We cannot reduce stores to being just a showcase and a place to try products and then buy them online.

How do you communicate with each other?

We have created chats and other types based on the topic at hand. Instead, official communications are made by email. To date, there is a bit of a struggle to divide communications that need to be done on official platforms with those that can be done on more rapid and informal means.

Are you a buying group?

Not at the moment, for now our main goal is to defend our category from what is direct selling and online. We don’t do buying group because it’s only fair that everyone continues to have their own benefits based on historicity, based on the space the company has in the store-the buying group goes to generalize conditions that many stores have earned over the years by their own efforts. However, as I always say, the fact that I am the president of this reality does not mean that what I think is law: over time it is a direction that will or will not be taken by listening to the needs of all members.

Direct and online sales have a big impact nowadays…

Many customers ask me why they often find far cheaper prices online. First of all, it is crucial to detect scams: a garment that is normally worth €500 can never cost €90 (unless it is second hand or a fake ed.). Regarding the world of stockism, there it is a separate reality where there are no warehousing or distribution costs, and a purchase is directly followed by a shipment. However, when it comes to the official sites of the manufacturing companies, we can have no excuse: when a customer tells me about discounts he finds on our suppliers’ sites, I can do nothing but go along with him and try to get as close to the discount as possible, a discount that I would not have wanted to apply but that in order to save the sale I granted. Consumers realize the value of physical stores, where there are people there to advise you and explain the product, where you can try different brands and make an educated choice.

Speaking of the outdoors, what are the driving sports right now?

Alpine skiing is returning while ski mountaineering has scaled back returning as it did pre covid. Road running struggles while trail running continues to do very well. Demand for technical clothing in general is declining. Instead, the Urban world, that is, the demand for garments that can also be used in everyday life, is increasing, where we have a lowering of the average age of the consumer, once +55 now 20-25 years.

How do you expect your Independent Sports Stores group to evolve?

Now the important thing is to focus well on the reason that moved us to create the network, that is the main thing. After that the secondary aspects that are to help us at the stock level, but also at the brand level. For example: do I want to get in touch with a brand? I get advice from people who already work there. Making historicity, experience and lived with companies available to others. This becomes important when we consider isolated, self-abandoned, or small stores that want to evolve–instead of taking a leap of faith they can compare themselves with others. As an evolution certainly one goal is to increase as a number. Then create even closer synergies, multimedia sharing channels such as could be an online portal where the stock can be accessed and made available. As I always say, though, let’s take one step at a time.

Is there a maximum number of members in your imagination?

No, but when we manage to become 60-70 stores it will already be a considerable number and more than enough. Because more heads = more ideas. We all already have many realities to manage, and this network must support and benefit without creating an excessive amount of additional work.

To get in touch with Matthew and the group of Independent Sports Stores, we have organized a collaborative event during The Pill Base Camp, where the project will be presented and ideas can be shared and if interested start to collaborate for this beautiful association reality.

Where: In Milan during The Pill Base Camp

When? Monday, June 17, 2024 2:00 p.m.