The Maxi Sport chain counts three specialized sportswear and activewear stores all based in the Milan area and each measuring around 2,000-2,500 sq. meters. This chain, founded over 25 years ago, offers apparel, footwear and sport gear brands. “What we like most about our customers is their young approach – no matter what age they are. They all love to play sports, travel, take care of themselves and keep in shape.” Interview by Maria Cristina Pavarini

What are the current bestsellers and why?
Considering that out of our total revenues half is from technical apparel and gear, and half from sportswear, in winter we mostly sell outer jackets, while in summer we sell especially accessories, shorts, jeans and sneakers for men. For women, our summer bestsellers are t-shirts, dresses and accessories. In terms of brands in winter we sell best Colmar and Arcteryx. In summer, our men’s bestsellers include 40 Weft, North Sails but also Levi’s, Replay and Gas. Our women’s bestsellers are Guess – both jeans and 5-pockets –, Wr.Up by Freddy as well as jackets by Duck Farm. Men appreciate, for instance, 40Weft, for their wide selection of products, while generally our customers appreciate Colmar Originals jackets because they are cool and functional at the same time. Also successful are Carhartt, Vans and Volcom because they are aspirational brands and represent some cool contamination between style, functionality and sportiness. Similarly also Slack Line, Teva and Birkenstock are successful because we only offer most fashion-influenced products out of these vast collections.
Another category which is important for our store are bags and trolleys because our customers are travelers. In this case the bestselling brand is Eastpak because of its functionality and coolness.

Do people buy according to their favorite brand, style, or impulse?
There are many factors influencing their purchases. For many of our female customers t-shirts and easy dresses are like accessories and they like to buy them on impulse. Other products such as sneakers are bought according to brand, for instance, in cases like Adidas or Nike. Outer jackets are also bought according to brands, but also according to functionality, protection and easy-to-pack criteria.
Maxi Sport, Milan
Maxi Sport, Milan

Where do you order from? How do you inform yourself about trends?
I learn about all novelties by visiting blogs or reading magazines. We also visit international trade shows such as Pitti, White, all trade shows happening in Berlin and Ispo, but also by visiting major stores in the cities where we visit these shows.

How important is the communication with regular customers? How do you communicate with them?
First of all we communicate through our own brand. Through its over 25 years of presence in the market, we can guarantee values such as quality, assortment and experience. We also sell through our own e-commerce page, which is also a tool for informing our customers. They can also purchase on-line and pick up in our stores, or vice versa.
We also inform them via social networks, SMS and through newsletters. We send them 2-3 times per month. This way we inform them without boring them.

Did you add any new labels to your assortment?
We recently added brands such as Carhartt, Solid, Sun 68, Saucony Originals and Satori San.

Maxi Sport
Maxi Sport

How does your store differ from other stores?
We employ 120 people and each of them is a personal shopper for their care of serving our customers and listening to each single need. Plus also very important is our personnel’s ability in scouting new brands and products constantly. Plus they also take care of product selection and stores’ layouts.

What do you like about your customers?
We like their young approach – no matter what age they are. They can be very young or 70 years-old; most of them love to play sports, travel, take care of themselves and keep in shape. Plus we also like how they follow and participate most of our events we often organize in our stores in order to promote some brands or sport gear.
Maxi Sport, Milan
Maxi Sport, Milan

How important is the interior, the atmosphere and the whole package?
As I said before, first of all, we are a brand. For this all our stores are designed according to our own image and completed with indications and signs, so the customers can easily find what they’re looking for. Though they can always count on our assistance and support if they want to.

Maxi Sport
Viale Fulvio Testi 234
Sesto San Giovanni
+39 02 9977 5540