Hervis sells 78 stores to Frasers Group: focus on core markets!

Hervis sells 78 stores to Frasers Group: focus on core markets!

In a significant turn for Hervis Sport- und Modegesellschaft m.b.H., the subsidiary of Spar Österreichische Warenhandels-AG based in Wals, there is news from abroad. On November 24, 2025, it was decided that 78 stores in Hungary and Romania would be sold to the British Frasers Group. In total, the sale includes 29 locations in Hungary and 49 in Romania, while employees in the affected countries will be taken over by the new owner. However, this company transfer is subject to the necessary antitrust approvals in both countries, as salzburg24 reports.

Hervis' focus is now clearly on the core markets of Austria, Slovenia and Croatia. Managing Director Dr. Ulrich Hanfeld emphasizes that this step is necessary in order to concentrate again on the company's strengths. Despite this levy, Hervis remains a major player in the sports retail sector with a total of 227 locations in these countries. However, in the 2024 financial year, the company had to accept a loss of 43 million euros, while the gross sales turnover was over 490 million euros, as ots also notes.

The change in sports retail

The decision to divest from the Hungarian and Romanian branches reflects a trend that could increasingly affect the sports retail sector. At a time when consumer habits are changing due to digitalization and social media, retailers are faced with the challenge of adapting their communication strategies. On average, people spend around 3.5 hours a day on their smartphones, shortening attention spans and increasing trading expectations. So while the boom in digital communication progresses, companies like Hervis also have to become more innovative in order to survive in the competition, as [ispo](https://www.ispo.com/sports-business/die- Success factors-des-sporthandels-der-zukunft) analyzes.

Retailers need to stay up to date with technology in order to differentiate themselves from the large online platforms. This rapid change requires adapting how we approach consumers to better meet their expectations. This could also be groundbreaking for the sporting goods industry, as the trend towards faster innovation cycles is becoming increasingly clear.

Overall, it can be said that although Hervis is separating from both markets, it still has opportunities to strengthen its core brand and concentrate on its core business. The coming months will show whether the strategic decision can bear fruit and whether Hervis can keep up with the dynamic world of sports trading.