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The new CEO, Victor Duran, wants to change this by offering more attractive online stores. “If we can’t offer attractive online stores, we will depend on the competition”, Duran tells the SonntagsZeitung. He was appointed CEO since the beginning of this year and he wants to further expand Intersport’s online business. Currently, the sport goods retailer generates just one percent of its total sales online, while in Europe the average is 10 percent and in the US it’s even 20 percent, Lead Digital writes . “If we are going to do this only in 2020, then we risk losing a considerable part of our business”, he worries. To help him sell more online, Intersport recruited Mia Ruotsala, who gained experience in the ecommerce team of Tommy Hilfiger, for the newly created role as Chief Digital Officer. Intersport’s biggest competitors are Amazon as well as the online stores of Nike and Adidas. But according to Duran, Decathlon is also getting stronger and already has a turnover of ten billion euros. Intersport itself generated sales of 11.4 billion euros last year, which is an increase of two percent compare to the previous year.
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