GO Outdoors

Vendor Due Diligence

About the brand

GO Outdoors is a multi-category outdoor retailer with 58 stores, making it the largest fascia national outdoor retailer in the UK. Its proposition centres around good value and large format, out of town locations which create an engaging environment.

About GO Outdoors
Challenges for GO Outdoors

The Challenge/Task

Pragma was commissioned by GO Outdoors to undertake a piece of vendor due diligence in order to help management articulate its proposition, value and growth opportunity to potential investors.

What We Did

Analysis of the dynamics of the outdoor segments in which GO Outdoors competes in, including general outdoors, angling, snow, running, cycling and equestrian. Key areas of focus for each segment included market size, growth and evolution, analysis of key competitive threats in the market and an assessment of the relative strength of the GO Outdoors proposition

Trading data analysis covering all elements of the retail portfolio including analysis by location, store type and vintage, as well as category and product performance. Additional in-depth analysis was conducted for the e-commerce channel

A programme of consumer research to better understand how consumers and customers perceive the brand, and to test key hypotheses concerning the outlook for the retailer. An additional RFM analysis was conducted to further understand existing customer behaviour and the opportunity to fully maximise customer data

Assessment of the feasibility of each aspect of the business plan and the potential to successfully roll-out expanded concepts across the estate, recognise buying and sourcing efficiencies and roll out new stores in attractive catchment areas that do not overlap with existing locations

The Result

JD Sports made a £128.3m takeover of GO Outdoors, which cements its status as the largest outdoor equipment retailer in the UK.

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