In these hard times when reports of distributorships or retailers closing doors are no longer big news, it is heartening to hear of a retailer growing and opening new doors. But then Kloppers, the landmark family-run store in Bloemfontein, always bucked trends.
The brothers recently bought a Bloemfontein property where a brand-new building, consisting of two 20 000m2 boxes, will be built by 2021. After 17 years of being an anchor tenant in the Loch Logan Waterfront mall, they hope to relocate towards the end of 2021. All their current retail departments will be allocated ample space on the four floors of one of these boxes – including sport, run by the youngest brother Dirk Klopper, and outdoor, for which Anton Klopper takes responsibility (see here).
This was some of the good news Steva Klopper shared with the guests who attended their 29th Suppliers’ Function in Bloemfontein last week. As always, the hugely enjoyable party was a chance for rival distributors from across the country to socialise, joke and talk about everything but business.
Despite the difficult trading conditions their three coastal department stores in Port Elizabeth, George and Knysna, as well as the flagship Bloemfontein store have been doing well, Leon Klopper said. These stores all have outdoor departments (see link).
In addition, they opened a new dedicated sport store in Dorp Street, Stellenbosch, at the end of July. In just three months this store has been trading exceptionally well because it is within walking distance of just about all the Stellenbosch sport mad schools, as well as the Stellenbosch Academy of Sport, says Dirk.
This university town also attracts many sport tournaments, which require the supply of a lot of top-up accessories and services like the stringing of tennis rackets. Dirk’s son recently won the Curro International Tennis Federation (ITF) F1 Junior Tour tennis tournament held in Stellenbosch, while the ITF Digicall Futures events will be played in the town at the end of November (see tennis article).
The Stellenbosch store compliments their combined outdoor and sport store outside the CapeGate Centre in Cape Town, housed in its own standalone building. The store’s sales revenue grew 12% compared to the year before, when it was still located in the centre, he says.
The sales were especially driven by hockey, which has been experiencing a few years of very good growth. “It is a sport played across the spectrum – from four years olds to club players, by boys and girls,” says Dirk. “The technology in the products also appeal as the brands have really stepped up.”
They carry a very wide selection, stocking brands that cater for the entry level to the top end players.
Running is also growing well, with more and more people choosing to participate in this form of exercise.
Although there may not be so much growth in tennis participation, he believes that tennis generates more repeat sales than any other sport and he therefore ensures that Kloppers Sport offers a substantial tennis selection. He cites the example of all the extras his 17-year old son, Joubert, who achieved an ITF world ranking of #155 in October, requires: on average, four rackets have to be stringed per week, and his shoes have to be replaced every month. “Balls only last one set in a tournament,” remarks Dirk.
An accomplished racket stringer is therefore an essential appointment in any sport store, he says. For example, in the small pro shop they own in Tableview, Cape Town, the income is mainly generated by stringing rackets.
But, surprisingly, the accolade for the sport that has grown the most over the past five years goes to netball. “This is due to more players participating and more appealing shoes and equipment,” he says.
Cricket, on the other hand, had another off-season, which Dirk partly attributes to the drought in the Cape that prevented some schools and clubs from maintaining fields. These days, with everybody running short on time, a time-intensive sport requiring expensive equipment, like cricket, also doesn’t attract many new participants, says Dirk. Bloemfontein also does not have a T20 franchise to stimulate interest in cricket. They nevertheless stock a wide variety of cricket brands, some in smaller numbers.
Soccer generates much more revenue for them than rugby equipment. With so many customers’ buying power curtailed the top rugby boots from popular brands were simply priced beyond the means of most of them. Ball sales are driven by schools, he says, and their budgets are also restricted.
While soccer replica sells relatively well, rugby does not – not even the Springbok jersey, except when a test match is played in Bloemfontein, or the ‘Boks do well in a test series or big tournament. “Most of the replica shirts are priced beyond the means of the target market,” he complains. He therefore decided not to sell any replica shirts for more than R699, irrespective of the suggested retail price. The Bloemfontein Celtic shirt prices he further reduced to R500, because he believes this is the maximum price the local fans will be able to afford.
When Kloppers took over the Somerset Sport store in the CapeGate Shopping Centre, Dirk was a bit nervous to take on the fishing department, as he knew nothing about fishing and fishing was part of his brother Anton’s outdoor department in Bloemfontein. “If I had closed the fishing department, it would have been a huge mistake,” he says of this department, which remains a valuable revenue generator. They stay up to date with the latest fishing product developments and trends by taking staff members from Bloemfontein and Cape Town to visit the annual SAFTAD tackle trade show.
Also read Kloppers Outdoor always grows.