Willy Beyeler


Head of Brand management - IIC INTERSPORT International Corp

 Topic: Retail Panel - Multisport Stores : how does outdoor perform?



Following an Apprenticeship in Business administration and then a Degree in marketing. Willy started work as a sales clerk and over five years worked his way up to store manage . He then moved across to the consumer goods industry to be Marketing Event Manager at Adia Marketing, part of Addecco and to be Product Manager for kitchen appliances at Zyliss in Switzerland. In 1989 Willy returned to retail side of business with his appointment as Product Manager for Outdoor Hardware and Bikes at IIC-Intersport International Corp. After 3 years he became Business Unit Manager for Outdoor & Bikes as well as for Team sport & Fitness equipment, this included managing the cooperation with strategic brand partners and the development of Intersports own brands. 

During this time he was also heavily involved in the strategic planning of the Intersport International Group. From end 2003 Willy moved to Mammut as Brand Manager responsible for products and marketing before returning to IIC-Intersport in 2005 as “Head of Brand Management” and “Category Coordinator Outdoor” with the responsibility to ensure the successful development of outdoor within the Intersport Group.  Willy is married with two kids and hobbies include Trekking, Hiking and Snowboarding.

IIC-INTERSPORT International Corp
Intersport was founded in 1968 in Switzerland and today is the world’s largest sporting goods retailer with close to € 10 billion retail sales in 2011 and 5400 shops in over 40 countries. Of this total Europe makes up € 8.9 billion in retail sales from 4770 stores. IIC in Bern is the head office and 120 staff of the purchasing and marketing operation are based there. They have a market leading position especially in the performance categories of Alpine Skiing, Outdoor, Football and Running with Germany, France, Italy, Austria and Sweden being the strongest national markets. Intersport has strategic cooperation’s with many of the leading global sport brands from whom it gets the majority of its sales and also has 8 private labels with one brand in each sports category.

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Tel. +41 31 930 79 05

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