One of the European outdoor industry’s key market data projects has continued its expansion. The Outdoor Market Intelligence Service (OMIS) is the first European sell-out panel with data supplied directly from the market, and today goes live in Germany, Austria and Switzerland (DACH). The platform’s product taxonomy, categorisation and filter set was created by more than 35 outdoor brands and retailers, and over €1.3B in sell-out data is now available to view. OMIS data is now live in the UK, France and DACH, the European outdoor sector’s three biggest markets.
OMIS is a core project in the European Outdoor Group’s (EOG) market data programme, and is managed on behalf of the association by Sporting Insights. The rollout in the DACH market is being supported by Germany based outdoor and sports IT consultancy OUTTRA and the Association of Sporting Goods Manufacturers of Austria (VSSÖ). 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. OMIS Data Contributors for the DACH OMIS platform include Sport2000, Intersport, Bergfreunde, Bergzeit, Patagonia, and more. A full list of OMIS Data Contributors across Europe can be found at https://www.europeanoutdoorgroup.com/omis/omis-analytics.
Project partners are encouraging retailers and brands in the outdoor industry to get involved as OMIS Data Contributors and OMIS Data Subscribers:
An OMIS Data Contributor is a retailer (online, e-commerce, brick and mortar) or a brand (D2C sales) providing sell-out data to the OMIS panel. Every Data Contributor gains access to market and retail data for free. This includes apparel, footwear and equipment products at the market and retail level, evaluating volume, value and ASP relative to relevant category or sub-category by period and channel. For brand and product level data, there is a cost associated. Data Contributors can become Data Subscribers to see the highest level of detail available.
An OMIS Data Subscriber is a brand, retailer or distributor who wants to see brand performance data. Data Subscribers gain access to market, retail, brand and product level data. Brands can see their own SKU product level data, across the market.
Pricing for OMIS Data Subscribers is available at https://www.europeanoutdoorgroup.com/omis/omis-pricing. Partners are offering special trial pricing for the next six months (see NOTE TO EDITORS).
Hannah Piatok leads on market data projects at the European Outdoor Group, and comments: “The launch of the Outdoor Market Intelligence Service in DACH is another significant step for the project. OMIS can now deliver secure and centralised sell-out market data for the three biggest outdoor markets in Europe. That has huge value to the businesses that provide data and subscribe to the service, and to wider projects that the EOG leads or is involved in. We’re grateful to Sporting Insights, OUTTRA, VSSO and every organisation that has contributed to the platform, and I encourage more to get involved. The long term value and viability of OMIS are dependent on high levels of sustained engagement. We’ve created a really good platform, and are determined to build on that with the support of the sector.”
John Bushell, managing director of Sporting Insights, adds: “Sporting Insights is delighted to partner with the European Outdoor Group to bring analytics and insight to the European outdoor market. Retail sell-through analysis in the UK, France and DACH is a significant and fundamentally important initiative for the outdoor industry. We recognise this would not be possible without the help of the data contributors across Europe, and we thank these forward-thinking retailers and brands for their support and trust. We look forward to welcoming more data contributors and subscribers to the programme.”
Siegbert Müller, CEO of OUTTRA, comments: “OUTTRA is excited to help bring OMIS to Germany, Austria, and Switzerland as the EOG’s national partner. With aggregated, anonymised sellout analytics, OMIS gives brands and retailers a shared view of market reality – supporting smarter assortment, pricing, and planning across the region. By connecting the market and helping retailers onboard, we enable secure data flows that turn real transactions into actionable insights. This transparency empowers faster, better decisions and helps make the outdoor industry more resilient and competitive.”
OMIS user Richard Leedham, CEO of Equip Outdoor Technologies, adds: “I’ve used data extensively throughout my career in the outdoor industry to make better strategic decisions. With OMIS, we’ve been able to identify gaps in the market where we could expand or refine our product range and dramatically increase our market share in just the first year. The data doesn’t make our decisions for us, but it helps us make the best possible use of our resources, so that we can focus on making innovative products.”
For the next six months, project partners are offering trial pricing for OMIS Data Subscribers. Pricing can be found at https://www.europeanoutdoorgroup.com/omis/omis-pricing. Companies can sign up to the project to gain access to OMIS data immediately. To find out more about the Outdoor Market Intelligence Service (OMIS), visit omisdata.com.
To discuss OMIS in more details, contact:
Hannah Piatok – [email protected]
Marc Anderman – [email protected].
