On August 4, 2003, a wholly-owned subsidiary of Gart Sports Company completed a merger with The Sports Authority, Inc., creating the nation's
largest publicly traded full-line sporting goods retailer with pro forma combined sales of approximately $2.5 billion in the fiscal year ended January 31, 2004. The combined
company operated 384 stores in 45 states as of January 31, 2004. The merger was accounted for under the purchase method of accounting with Gart Sports Company as the acquirer, and accordingly,
our financial information includes TSA since the date of the merger. Prior year financial information and financial information for the first 26 weeks of the 52 weeks ended January 31, 2004,
reflect the former Gart Sports Company on a stand-alone basis.
In
connection with the merger, The Sports Authority, Inc. became a wholly-owned subsidiary of Gart Sports Company. Gart Sports Company was then renamed The Sports
Authority, Inc. and the former The Sports Authority, Inc. was renamed TSA Stores, Inc. ("TSA Stores"). Except as otherwise indicated herein, the words "we," "us," "our," and
"Company" refer to The Sports Authority, Inc. (formerly Gart Sports Company), and its direct and indirect subsidiaries, references to "Gart Sports" or to the "Sports Authority" refer to the
stores operated under those brand names by certain of our wholly-owned subsidiaries and the "TSA merger" means the Gart Sports Company/The Sports Authority, Inc. merger described above.
At
the time of the merger, TSA Stores operated 205 Sports Authority stores. In addition, a joint venture between TSA Stores and AEON Co., Ltd. operated 39 Sports Authority stores
in Japan under a licensing agreement.
We
currently operate our stores under four brand names: Sports Authority, Gart Sports, Oshman's and Sportmart. Gart Sports' business was established in 1928 and Gart Sports Company was
incorporated in Delaware in 1993. In January 1998, Gart Sports acquired 59 Sportmart superstores, doubling its store base and expanding its geographic presence to eight additional states. In
June 2001, Gart Sports acquired 58 Oshman's stores, increasing its store base by nearly 50% and expanding its geographic presence to nine additional states. Finally, the TSA merger in
August 2003 more than doubled the Company's store base and expanded its presence to 20 additional states.
Our
corporate headquarters are located at 1050 West Hampden Avenue, Englewood, Colorado 80110, and our telephone number is (303) 200-5050. Our website is located at
www.thesportsauthority.com. We are not including the information contained on our website as part of, or incorporating it by reference into, this Annual Report on Form 10-K. We make
available free of charge through our website our Annual Reports on Form 10-K, Quarterly Reports on Form 10-Q and Current Reports on Form 8-K,
and amendments to these reports, as soon as reasonably practicable after we electronically file such material with, or furnish such material to, the Securities and Exchange Commission.
Industry Overview, Competition
The sporting goods retail sector is highly fragmented and intensely competitive. This sector is comprised of five principal categories of retailers: large format
sporting goods stores, traditional sporting goods stores, specialty sporting goods stores, mass merchandisers and catalog and internet based retailers. In addition, a variety of other retailers sell
various types of sporting goods, principally athletic footwear and apparel.
Large Format Sporting Goods Stores.
Full line sporting goods retailers, like us, generally range in size from 20,000 to
100,000 square feet, offer a broad selection of brand name sporting goods and tend to be either anchor stores in strip malls or in free-standing locations. Examples of these retailers
include our stores (which include Sports Authority, Gart Sports, Sportmart and Oshman's), Dick's Sporting Goods, Sport Chalet, Galyan's Trading Company, GI Joe's, Academy Sports and Outdoors,
Decathlon and Dunham's Sports.
Traditional Sporting Goods Stores.
Traditional sporting goods retailers tend to have relatively small stores, generally range
in size from 5,000 to 20,000 square feet and are frequently located in malls or strip centers. Examples of these retailers are Modell's Sporting Goods, Big 5 Sporting Goods and Hibbett Sporting Goods,
as well as local independent sporting goods retailers. These retailers typically carry limited quantities of each item in their assortment and generally offer a more limited selection at higher prices
than full line sporting goods retailers.
Specialty Sporting Goods Stores.
Specialty sporting goods retailers include specialty shops and are frequently located in
malls or strip centers. Examples of these retailers include Edwin Watts Golf Shops, Golfsmith, Nevada Bob's, Champs, Foot Locker, Foot Action, The Athlete's Foot, Bass Pro Shops, The Finish Line, West
Marine, Cabela's and REI. These retailers also include pro shops that often are single store operations. Specialty sporting goods retailers typically carry a wide assortment of one specific product
category, such as athletic shoes or golf, tennis, camping or outdoor equipment and generally have higher prices than full line sporting goods retailers.
Mass Merchandisers.
Mass merchandisers' stores generally range in size from 50,000 to 200,000 square feet, feature sporting
goods as part of their overall assortment and are located primarily in strip centers, free-standing locations or shopping malls. Stores in this category include discount retailers such as
Wal-Mart, Target and Kmart, warehouse clubs such as Costco, and department stores such as JC Penney and Sears. These retailers usually have limited selection and fewer brand names and
typically do not offer the customer service offered by specialty and full line sporting goods retailers.
Catalog and Internet Based Retailers.
We compete with catalog and internet retailers such as L.L. Bean, Eddie Bauer, Land's
End and Cabela's, internet retailers, and sporting goods websites operated by GSI Commerce, Inc.
We
believe that we will continue to face competition from retailers in each of these categories. The principal competitive factors include store location and image, product selection,
quality, price, and customer service. Increased competition in markets in which we have stores, the adoption by competitors of innovative store formats and retail sales methods, the entry of new
competitors in our markets or the expansion of operations by existing competitors in our markets could have a material adverse effect on our business, financial condition and operating results. In
addition, some of our competitors have substantially greater resources than us. We believe that the principal strengths with which we compete are our broad selection and competitive prices combined
with a high level of customer service and brand names typically available only in specialty stores and pro shops.
Business Strategy
Our business strategy is to provide our customers with an extensive selection of high quality, brand name merchandise at competitive prices with a high level of
customer service. The key elements of our business strategy are the following:
Broad Assortment of Quality, Brand Name Products.
We carry over 125,000 active Stock Keeping Units (SKUs), including popular
brands like Adidas, Coleman, Columbia, Easton, FootJoy, K2, New Balance, Nike, Rawlings, Reebok, Rollerblade, Rossignol, Russell, Salomon, Spalding, Speedo, The North Face and Wilson. Our customer
service, expert technicians and specialty store presentation enable us to purchase directly from manufacturers the full product lines typically available only in specialty stores and pro shops, such
as Armour, Cleveland, Taylor Made, and Titleist golf accessories, Schwinn Fitness, Haro Bikes, Diamondback bikes, Volkl ski equipment and Burton snowboards.
Attractive Shopping Environment.
We seek to offer an attractive shopping environment that showcases the breadth of our
product offerings and reinforces our distinctive brand image. Our brightly-lit stores are designed to project a clean, upscale atmosphere, with a user-friendly layout
2
featuring
wide aisles, well-organized merchandise displays and clearly defined departments arranged in a logical and convenient floor plan.
Customer Service.
Our objective is to provide a high level of customer service generally associated with specialty sporting
goods stores and pro shops. We have committed increased resources to our customer service program in an effort to achieve these high standards. In 2003, we began using a commission program to increase
the level of customer service in many of our technical areas such as bikes, fitness, ski, and golf. We use an independent professional shopping service to monitor the stores' compliance with customer
service initiatives and procedures. In addition, we offer our customers special services including special order capability, equipment rental, on-site repair centers, ski lift tickets and
hunting and fishing licenses. We strive to provide a high level of technical service for products, including skis and snowboards, bikes, exercise equipment and hunting products.
Customized Merchandise Mix.
We tailor our product mix to market to specific demographic groups and lifestyles. Purchasing
decisions are made on a regional, and sometimes a store by store basis, and field personnel work directly with our buyers to achieve the appropriate product mix in each store. Various factors
typically influence the product mix in a particular market, like disposable income, professional and amateur sports activities and specific regional and seasonal activities.
Promotional Advertising and Marketing.
We use a promotional pricing and advertising strategy focused on the creation of
"events" to drive traffic and sales in our stores. Each event is based upon either a key shopping period, such as the winter holiday season, Father's Day or Back-to-School, or
a specific sales or promotional event, including the annual Sniagrab® ("bargains" spelled backwards) sale, which we believe is the largest pre-season ski and snowboard sale in
the United States. Our strategy of clustering stores in major markets enables us to employ an aggressive advertising strategy on a cost-effective basis, utilizing primarily newspaper and,
to a lesser degree, radio and television.
E-Commerce.
Under license and e-commerce agreements with GSI Commerce, Inc. ("GSI"), GSI operates sporting
goods retail websites at www.thesportsauthority.com, www.gartsports.com, www.sportmart.com, and www.oshmans.com. Under these agreements, GSI owns certain content and technology related to the website,
purchases and owns the merchandise sold on the websites, and hosts, maintains, fulfills orders and furnishes all other "back-end" operations required to operate the websites. GSI Commerce
receives all revenue generated from the websites and pays us a royalty based on a certain percentage of sales from these sites.
Merchandising
We offer our customers over 125,000 active SKUs of high quality, brand name sporting goods and apparel. New brands and products are continuously introduced and
featured in our stores and our advertising. Our merchandise is broadly classified into one of two major categories, hardlines or softlines. Hardlines include items like skis, golf equipment, bicycles,
exercise equipment and outdoor gear, including camping, hunting and fishing. Softlines consist primarily of apparel, footwear and outerwear.
3
The
following table sets forth our percentage of total net sales for each major product category for the periods indicated:
|
|
Fiscal Years
|
|
|
|
2003
|
|
2002
|
|
2001
|
|
|
|
(Unaudited)
|
|
(Unaudited)
|
|
(Unaudited)
|
|
|
Hardlines
|
|
51.4
|
%
|
51.2
|
%
|
51.6
|
%
|
|
Softlines
|
|
|
|
|
|
|
|
|
|
Apparel
|
|
26.1
|
|
26.7
|
|
25.5
|
|
|
|
Footwear
|
|
22.5
|
|
22.1
|
|
22.9
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Subtotal
|
|
48.6
|
|
48.8
|
|
48.4
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Total
|
|
100.0
|
%
|
100.0
|
%
|
100.0
|
%
|
|
|
|
|
|
|
|
|
|
We believe that our stores offer the widest selection of ski and snowboard merchandise in the Western United States and we expect to significantly expand our
winter sports offering in Sports Authority stores in the northeast. Our extensive selection consists of winter sports apparel, accessories and equipment for general use and for skiing, snowboarding
and snowshoeing. We have become a leader in
snowboard retailing offering a wide range of snowboard-related products, including snowboards, boots, bindings and apparel. We offer products from a wide variety of well-known winter
sports equipment and apparel suppliers, including Atomic, Columbia, K2, Salomon, Rossignol, Technica, Nordica, Ride, Morrow, Lamar, Vans, Pro-Tec, DaKine and Smith. In addition to offering
the most widely known and available popular brands, our stores carry winter equipment and apparel from manufacturers that are typically only available in specialty stores, like Spyder, The North Face,
Volkl, Mountainsmith and Burton.
Many
of our stores offer customer rentals of winter sports equipment, including skis, snowboards, boots, snowshoes and poles. The rental equipment ranges from entry-level products
designed for beginners to advanced products for more accomplished skiers and snowboarders. Other services offered in these stores include demo ski programs, custom boot fitting, ski mounting, complete
ski and snowboard repair facilities, each with specialized equipment, and the convenience of in-store lift ticket sales to area resorts.
Ongoing
remodeling of ski departments in our stores includes the addition of specially designed fixtures for displaying ski and snowboard packages, poles and bindings, enhanced vendor
presence in signing and graphics and accessory fixturing that will highlight various categories like socks, goggles, gloves, mittens, hats and helmets.
Footwear, In-line Skates and General Apparel
Our stores carry a full line of athletic footwear, sportswear and apparel designed for a wide variety of activities and performance levels. Footwear is available
for diverse activities like basketball, baseball, football, soccer, tennis, golf, aerobics, running, walking, cycling, hiking, cross-training, wrestling and snowshoeing. We are also a major retailer
of in-line and ice hockey skates and skateboards. Our broad assortment of footwear vendors includes Nike, Adidas, Asics, Reebok, New Balance, Timberland, K-Swiss, Saucony,
Vans, K2 and Rollerblade. Our wide variety of apparel includes athletic basics and sports-specific collections, as well as swimwear, outdoor apparel and casual apparel. We offer men's, women's and
children's styles in all categories. During seasonal timeframes, we emphasize our ski and snowboard apparel and accessories in the appropriate markets. In addition, we carry a broad selection of
licensed apparel for professional and college teams that is tailored to each specific market. Our
4
extensive
variety of well-known apparel vendors includes Nike, Under Armour, Adidas, The North Face, Burton, Ride, Spyder, Columbia, Salomon, Levi's, Carhartt, Quiksilver, Champion and
Russell.
Team Sports, Exercise and Outdoor Recreation
Team Sports and Exercise.
We offer a broad range of brand name equipment for traditional team sports, including football,
baseball, softball, basketball, hockey, volleyball, lacrosse and soccer. We also carry a variety of fitness equipment, including treadmills, stationary bicycles, home gyms, elliptical trainers, weight
machines and free weights and equipment for recreational activities including table tennis, foosball, air hockey, darts, volleyball, croquet and horseshoes. In addition, we offer home delivery and
in-home set up of exercise equipment and outdoor equipment (such as basketball hoops and trampolines). Our stores carry brands like Icon, Proform, Reebok, Nike Equipment, Easton,
Louisville Slugger, Lifetime Products, Rawlings, Wilson, Spalding, Goalrilla, Bauer and Schwinn.
Golf and Tennis.
We maintain a wide assortment of golf and tennis apparel and equipment to cater to every type of customer,
ranging from the recreational athlete to the most avid sports enthusiast. Most of our stores have a tennis stringing and re-gripping center and several stores offer demo rackets. Many
stores feature indoor putting greens and driving cages, enabling customers to try out equipment prior to purchase. We have access to products from a wide variety of well-known golf and
racquet sports equipment and apparel suppliers, including Taylor Made, Callaway, Nike Golf, Cleveland, Armour Golf, Titleist, Wilson, Prince and Head. In fiscal 2003, we completed a new golf
department prototype called "Golf Day" which is a specialty store-within-a-store concept designed to create a more convenient, customer-friendly shopping environment. The "Golf
Day" concept was implemented in 19 stores in fiscal 2003, and we intend to implement the concept in approximately 51 additional stores in fiscal 2004.
Cycling.
In most of our stores, we offer a selection of bicycles, including mountain bikes, BMX bikes and youth bikes, from
manufacturers like Diamondback, Mongoose, K2, Haro and Huffy. Our stores carry cycling apparel, accessories and components from suppliers like Bell, Kryptonite, Nike, Pearl Izumi, Giro and Thule. Most
of our stores have their own bicycle repair facility where work can be performed on most makes and models of bicycles, including those purchased from other retailers. Our stores also carry a selection
of scooters, including gas powered and electric.
Water Sports.
We carry a broad selection of products designed for a variety of water sports, including recreational and
competitive swimming, water skiing, canoeing, knee boarding, wake boarding, body boarding, surfing and a variety of pool toys. Suppliers of these products include Body Glove, HO, O'Brien and O'Neill.
Swimsuits and accessories are available from Nike, OP, Quiksilver, Speedo, Tyr, Island Soul, Nautica and Anne Cole. In addition, we carry snorkeling equipment and wet suits.
Hunting, Fishing and Camping Apparel and Equipment
Hunting.
We carry a broad selection of hunting equipment and accessories, including eye and ear protection, gun cabinets and
safes. In particular markets, our stores provide a complete selection of sporting arms, scopes, clothing and hunting licenses. We carry top brand names like Remington, Beretta, Browning, Leupold,
Weatherby, Winchester and Ruger.
Fishing.
Our stores offer a broad range of freshwater and salt water fishing equipment, accessories and fishing licenses. In
particular markets, we offer instructional fishing courses on topics such as fly tying and salt water fishing. We sell equipment and accessories from widely known fishing equipment and accessory
manufacturers including Shimano, Shakespeare, Berkley, Scientific Angler and Daiwa.
Camping.
Our stores typically carry a wide selection of outdoor products for most types of camping, backpacking, canoeing,
kayaking and other outdoor activities. In particular markets, we offer
5
products
from a broad range of manufacturers, including Coleman, Jansport, Kelty, Slumberjack and The North Face.
Expansion of Private Label Program.
In 2001, we purchased the "Alpine Design" trademark in an effort to expand our private
label program with a recognized and established national brand. Following the TSA merger, we were able to expand our private label offerings to include the following private brands that were being
sold in Sports Authority stores: "The Sports Authority," "TSA Total Sports America," "TSA Athletic," "Estero," "Parkside," "Northpoint Adventure Gear," "Masse," "ProV2," "Woodbridge," "Ocean Ridge,"
"CO2" and "Tranquil Escapes." As a result of the TSA merger, we also acquired the rights to market certain "Head" and "Body Glove" merchandise under licenses and we acquired use of the "Golf Day"
brand name. We intend to continue expanding this portion of our business not only for the additional margin contribution, but also for the added value benefits for the consumer. We source apparel,
including outdoor and snowsports apparel as well as lifestyle apparel, and footwear and hardline products, including primarily camping and fishing products, under our private label program. This
program allows us to provide the customer enhanced value through quality and lower pricing. Control of product advertising and market positioning of products are additional strategic benefits of our
private label program.
Our Stores
We create a dynamic shopping atmosphere that appeals broadly to both the casual sporting goods customer and the sports enthusiast. Based on more than
70 years of experience in the sporting goods retail industry, we have developed a superstore prototype designed to feature the quality and variety of brand name merchandise offered in our
stores. The majority of our stores are superstores, which typically range in size from 30,000 to 45,000 square feet. In select markets, we will open superstores ranging from 48,000 to 50,000 square
feet. Generally, 80% of store space is dedicated to selling while 20% is used for office and non-retail functions. We have determined that the superstore format provides the best
opportunity for growth and is the primary prototype for future store openings.
We
also have a limited number of smaller format stores, ranging from 15,000 to 25,000 feet. These stores include freestanding and strip center stores which more closely resemble
traditional sporting goods stores and stores in enclosed shopping malls, which carry a selection of merchandise intended to appeal to the mall-oriented shopper, focusing on apparel and
footwear.
Our
prototypical store layout features a racetrack configuration with apparel and specialty brand shops in the middle of the store and the specialty hardlines departments along the
outside of the racetrack. The lighting, flooring and color scheme is designed to enhance the presentation of the merchandise and avoid a warehouse-type atmosphere. We capitalize on
consumers' awareness of our brands through custom, full-color graphic packages, designed to be compatible with standard fixtures.
As
a result of the TSA merger, our store remodeling program has been significantly expanded. Under this comprehensive program, virtually all Sports Authority stores will receive some
level of remodeling over the next two years, ranging from new apparel fixtures and signage to major store refurbishment. The program is designed to improve the look and feel of the stores and to align
the merchandising layout and overall visual presentation of Sports Authority stores with Gart, Sportmart and Oshman's stores. As such, the program will incorporate a number of initiatives implemented
in Gart and Oshman stores in the last few years, including updated merchandising standards and fixture programs for increased capacity and visibility of hardlines merchandise and implementation of
floor layout "models" by format and market, which ensures consistency in merchandising from store to store.
Most
Sports Authority stores will receive the new standardized fixture package rolled out to the Gart chain over the past three years, which focuses on increasing capacity and
flexibility. Our fixture package utilizes a set of apparel fixtures, accessories, signage and graphics that clearly define the product categories and sub-categories to create a more
customer friendly environment. We negotiate
6
with
apparel vendors on an ongoing basis to use these same fixtures in developing vendor shop areas. This coordinated effort produces a completely integrated, flexible apparel fixture program.
We
intend to perform remodels on approximately 70 stores, primarily Sports Authority stores, in fiscal 2004 ranging from major remodels to minor upgrades and installation of standardized
fixture packages.
Operations, Customer Service and Training
Typically, our superstores have 30 to 60 associates and technicians, while our non-superstores employ a staff of approximately 20 to 25. Additional
seasonal support is hired during Father's Day, Back-to-School, the winter holiday season and the annual Sniagrab® pre-season ski sale.
We
are committed to providing our customers with a satisfying shopping experience. To achieve this, we constantly strive to provide friendly and knowledgeable sales associates to deliver
a level of service generally associated with specialty sporting goods stores and pro shops. We continue to commit significant resources to the training of sales associates by conducting regional
vendor clinics, which teach both technical and salesmanship skills covering a broad range of sporting goods categories. In addition, we offer vendor-based website-training for some of the more
technical products in our assortments. Incentive plans have been developed that are intended to keep our sales associates focused on serving customers. We also continue to employ outside shopping
services to provide us with an independent assessment of both general customer service and cashier customer service levels at each of our stores.
Our
stores are typically open seven days a week adjusted as required by law in individual markets. Additionally, our stores are open on most holidays and for extended hours during key
selling periods or special events.
Site Selection and Location
In new store locations, we consider the demographic and lifestyle characteristics of a market, including, among other factors, levels of disposable income; trade
area; local buying patterns; enthusiasm for outdoor recreation; popularity of collegiate and professional sports teams; and regional sports activities.
7
The
following table sets forth the location, by state, of our stores, as of January 31, 2004:
State
|
|
Number
of Stores
|
|
California
|
|
52
|
|
Florida
|
|
45
|
|
Illinois
|
|
32
|
|
Texas
|
|
29
|
|
Colorado
|
|
24
|
|
New Jersey
|
|
15
|
|
New York
|
|
13
|
|
Arizona
|
|
12
|
|
Georgia
|
|
12
|
|
Maryland
|
|
11
|
|
Utah
|
|
11
|
|
Washington
|
|
11
|
|
Virginia
|
|
10
|
|
Michigan
|
|
8
|
|
Minnesota
|
|
8
|
|
Connecticut
|
|
7
|
|
Idaho
|
|
7
|
|
North Carolina
|
|
7
|
|
Missouri
|
|
6
|
|
Pennsylvania
|
|
6
|
|
Massachusetts
|
|
5
|
|
New Mexico
|
|
5
|
|
South Carolina
|
|
4
|
|
Wyoming
|
|
4
|
|
Hawaii
|
|
3
|
|
Louisiana
|
|
3
|
|
Nevada
|
|
3
|
|
Ohio
|
|
3
|
|
Oregon
|
|
3
|
|
Tennessee
|
|
3
|
|
Wisconsin
|
|
3
|
|
Arkansas
|
|
2
|
|
Kansas
|
|
2
|
|
Montana
|
|
2
|
|
New Hampshire
|
|
2
|
|
Oklahoma
|
|
2
|
|
Alabama
|
|
1
|
|
Alaska
|
|
1
|
|
Delaware
|
|
1
|
|
Indiana
|
|
1
|
|
Iowa
|
|
1
|
|
Maine
|
|
1
|
|
Mississippi
|
|
1
|
|
Nebraska
|
|
1
|
|
Rhode Island
|
|
1
|
|
|
|
|
|
|
Total
|
|
384
|
|
|
|
|
We
plan to open new stores primarily in existing and adjacent markets to further leverage our existing distribution systems, advertising programs and management structure. We opened 14
new stores in fiscal 2003 and intend to open approximately 23 new stores and relocate two stores in fiscal 2004.
In
conjunction with the TSA merger, we have identified approximately 27 Sports Authority stores to be closed or relocated. The decision to close these stores was based on substandard
performance prior to the merger, or because such stores overlapped with existing Gart, Sportmart or Oshman's stores. Through January 31, 2004, we had completed the closure of eleven Sports
Authority stores and the relocation of two others. Additionally, we closed one Gart Sports store in an overlapping market, and two small-format stores where the leases expired. We expect to complete
the closure of the remaining Sports Authority stores identified in the merger integration process over the next 12 to 15 months.
Management Information Systems
In 2003, we devoted significant resources to the integration of TSA Stores' systems and the Gart Sports' systems. By the end of fiscal 2003, all significant
systems had been fully integrated, including merchandise procurement, store communications and telecommunications systems, and all financial reporting applications. We continue to focus on the
integration of the TSA Stores' warehouse management systems and store point-of-sale systems, and expect to be substantially completed with the integration of all systems by the
end of fiscal 2004.
We
have installed sophisticated management information systems that use the JDA retail software system operating on multiple iSeries and open system platforms. We utilize both IBM 4690
and NCR
8
7453
point-of-sale systems that incorporate scanning, price look-up and store level access to our merchandise information systems. Our fully integrated management
information systems track purchasing, sales and inventory transfers down to the SKU level and have allowed us to improve overall inventory management by identifying individual SKU activity and
projecting trends and replenishment needs on a timely basis. We utilize a fully integrated merchandise planning and allocation system that facilitates optimal distribution of most products to the
stores through the integration of historical sales data and forecasted data at an individual store and item level.
A
state-of-the-art data warehouse application provides real-time inventory, sales, margin and payroll information for a variety of users.
This tool allows our merchandising staff to analyze product and pricing strategies, our operations staff to optimize its investments in store labor and our executive staff to monitor key business
performance indicators on a daily basis. Store operations personnel in every location have online access to e-mail, product signage, standard operating procedures, store level financial
performance reports and advertising information through our corporate intranet. Additionally, we utilize radio frequency scanning for receiving and price look-up functions at all of our
stores and distribution centers. This technology allows us to streamline our merchandise handling and inventory management, and should result in lower overall cost of inventory ownership and improved
accuracy in forecasting merchandise needs.
Marketing and Advertising
Our comprehensive marketing program is designed to promote our extensive selection of brand name and private label products at competitive prices. The program is
centered on extensive newspaper advertising supplemented by television, radio and billboard ads. The advertising strategy is focused on weekly newspaper advertising utilizing both
multi-page pre-printed flyer inserts and standard run of press advertising, with additional emphasis on key shopping periods, like the winter holiday season, Father's Day,
Back-to-School, and on specific sales and promotional events, including the annual Sniagrab® ski sale. The focus of Sports Authority's advertising and promotion has
traditionally been encouraging consumers to "Get Out and Play," and to make participation in or attendance at almost any type of sports, leisure or recreational activity a meaningful part of their
lifestyle.
Our
strategy of clustering stores in major markets enables us to employ an aggressive advertising strategy on a cost-effective basis through the use of newspaper, radio and
television
advertising. Our goal is to be one of the dominant sporting goods advertisers in each of our markets. We advertise in major metropolitan newspapers as well as regional newspapers circulated in areas
surrounding our store locations. Newspaper advertising typically consists of weekly promotional ads with three-color inserts. Television advertising is generally concentrated three to four days prior
to a promotional event or key shopping period. Radio advertising is used primarily to publicize specific promotions in conjunction with newspaper advertising or to announce a public relations
promotion or new store grand opening. Billboards emphasizing our image and high quality brand name merchandise are strategically located on high traffic thoroughfares near store locations. Vendor
payments under cooperative advertising arrangements with us, as well as vendor buy-ins to sponsor sporting events and programs, have significantly contributed to our advertising leverage.
Our
advertising is designed to create an "event" in the stores and to drive customer traffic with advertisements promoting a wide variety of sale priced merchandise appropriate for the
current holiday or event. In addition to holidays, our events include the annual Sniagrab® ski sale, celebrity autograph sessions, events related to local sports teams, race sponsorships
and registrations, vendor demonstrations and other activities that attract customers to our stores. We also sponsor tournaments and amateur competitive events in an effort to align our company with
both the serious sports enthusiast and the recreational athlete. Our advertising and marketing program is administered by an in-house staff.
9
Purchasing and Distribution
Our Merchandise Purchasing Department manages all aspects of merchandise procurement and also determines initial pricing, develops product marketing plans and
works with the allocation and replenishment groups to establish stock levels and product mix. The buying staff regularly communicates with store operations to monitor shifts in consumer tastes and
market trends.
Our
Planning, Allocation, Replenishment and Merchandise Control Department is responsible for merchandise distribution, inventory control and the E-3 Replenishment Purchasing
and Allocation System. This group acts as the central processing intermediary between the buying staff and our stores.
The
group also coordinates the inventory levels necessary for each advertising promotion with the buying staff and Advertising Department, tracking the effectiveness of certain ads to
allow the buying staff and Advertising Department to determine the relative success of each promotional program. The group's other duties include implementation of price changes, creation of all
merchandise purchase orders, and determination of the optimal inventory levels for each store.
We
purchase merchandise from over 1,000 vendors and have no long-term purchase commitments. During fiscal 2003, Nike, our largest vendor, represented approximately 13.0% of
our purchases. No other vendor represented more than 10.0% of our purchases.
We
generally utilize a "hub and spoke" distribution system in which vendors ship directly to one of our regional distribution centers. We believe that this distribution system has the
following advantages compared to direct store delivery (i.e., drop shipping): reduced individual store inventory investment; more timely replenishment of store inventory needs; better use of store
floor space; reduced transportation costs and easier returns to vendors.
We
have six regional distribution centers in Colorado, California, Illinois, Texas, Georgia, and New Jersey. In addition to the six regional distribution centers, we periodically lease
warehouse space in markets where the regional distribution centers are located. These warehouses are used primarily to store back-stock quantities of large inventory items such as
treadmills, weight sets and table-games. Inventory arriving at the distribution centers is allocated directly to the stores or to the warehouses. The E-3 automated reorder system regularly
replenishes the stores by allocating merchandise to the distribution centers based on store sales.
We
operate tractor trailers for delivering merchandise from our Denver distribution center to our Colorado stores, and contract with common carriers to deliver merchandise to our stores
outside a 150-mile radius from Denver. Common carriers are also used to deliver merchandise received at our other distribution centers.