After several mild winters, this year has brought steady cold weather and snowfall, resulting in significant sales growth for the sports stores at Ülemiste Centre – but also new challenges: ski trousers, gloves, and thermal underwear in certain sizes are already running out.
According to estimates from the center’s largest sports retailers – Sportland, SportsDirect, Rademar and MatkaSport – there has been a clear shift in consumer behavior this year: customers are favoring multifunctional apparel that can be worn both for sports and everyday use. An unexpected surprise has been the strong demand for dog paw socks.
According to a shopping centre study conducted at the end of last year by Kantar Emor, 29% of residents of Tallinn and Harju County choose Ülemiste Centre when purchasing sports goods, making it the most preferred destination in the region for sports and leisure shopping.
“Under one roof at Ülemiste Centre, customers can compare the selection of several sports stores, which is especially important when choosing winter gear, since finding the right ski jacket or skates requires trying items on and making comparisons,” noted Guido Pärnits, the head of Ülemiste Centre. “At the same time, the significantly increased interest in winter goods has created certain challenges for retailers, as no one expected such a long and cold winter at the beginning of the season.”
Best-selling items of the winter: thermal underwear, gloves and ski trousers
Sportland marketing manager Sigrid Kupenko noted that products which had seen little demand in recent years due to warmer weather are now topping sales lists. “We are seeing substantial growth across all categories related to sports and everyday outdoor activity,” Kupenko said.
High-quality merino wool thermal underwear is particularly valued. MatkaSport manager Tarmo Mere explained: “Travelers heading on ski trips are purchasing merino thermal underwear as a base layer, fleece items as a mid-layer, and jackets and trousers as the outer layer.”
Sales of ski trousers have exceeded all expectations this year. “Ski trousers in our stores are practically sold out, as they are being bought both for trips to the mountains and simply for walking outdoors,” said Rademar Marketing Projects Manager Gretel Sildre. She also pointed out a fashion trend: long parkas and coats are increasingly being replaced by shorter winter jackets.
Skates and Finnish sleds among the sales hits
In addition to clothing, sales of winter leisure equipment have grown. “Skates are the absolute bestseller. Ski apparel, helmets, and goggles are also selling very well,” Kupenko noted, adding that the ski maintenance service at Sportland is currently operating at full capacity.
According to Tarmo Mere, skates are also in high demand at MatkaSport: “In many places, natural ice has emerged from beneath the snow, and deep snow requires proper equipment for moving around – touring skates, Finnish sleds, and snowshoes are especially sought after this year.” An unexpected hit of the season, he added, has been dog paw socks, which saw a sudden surge in demand.
Certain items running out
Because a series of mild winters made retailers cautious in planning inventory, some product categories have sold out faster than usual this year. “Children’s ski jackets, women’s gloves, and women’s thermal underwear are the first to be running low,” Kupenko explained. Representatives of SportsDirect and Rademar also confirm shortages of ski trousers and thermal underwear in certain sizes.
“Depending on the weather, differences in sales volumes can be multiple times over. One year, excessive stock remains by spring; another year, everything is completely sold out,” the head of MatkaSport summarized the retailers’ dilemma.
Popular items this winter in Ülemiste sports stores:
- Thermal and warm underwear (especially merino wool)
- Winter gloves
- Ski trousers and jackets
- Winter footwear
- Skates, touring skates, and Finnish sleds
- Ski helmets and goggles
- Dog paw socks (an unexpected hit of the season)
