At the end of February 2018, the SIGNA Sports Groups acquired Stylefile, the leading online specialist for athletic shoes and sportswear fashion in Europe thus strategically expanding its e-commerce portfolio further.

StylefileManagement

Maximilian Albert

Maximilian Albert

Maximilian Albert, born 1986, has been the managing director of Stylefile since mid-2019, the CEO of OUTFITTER GmbH since May 2017 and the CEO of OUTFITTER Teamsport GmbH since August 2018. After completing his studies in marketing and finance at the Goethe University in Frankfurt am Main, Maximilian began his professional career at one of the current subsidiaries of SIGNA, dress-for-less, where he held various positions up to departmental management in the areas of online marketing and e-commerce. His substantive focus was on automation, as well as the inhousing of online marketing and shop management. He became part of Google’s consulting team in 2013, supporting major retail clients such as Douglas, Thalia and Roller in the areas of omni-channel retailing and mobile commerce, in particular. He later moved to the Branding department, where he advised clients such as L’Oréal on digital brand development, e-commerce and overall digitisation.

Stylefile has about a half million active customers in more than 30 countries through its online shops. With over 20,000 products, including brands such as Nike, Adidas, Puma and New Balance, Stylefile has an exceptional online product range characterized by both breadth and depth.

SIGNA Sports Group has achieved a strategically important step in the growing ‘athleisure’ market with this acquisition and has secured access to a particularly demanding customer base across Europe.

The outdoor online shop, Big Tree, also belongs to the Stylefile Group. It will be closely networked with the online outdoor specialist Addnature and Campz, which are already part of the SIGNA Sports Group. With this step, SIGNA is also expanding its market leadership in the outdoor segment.

In addition to organic growth, the acquisition was part of a targeted acquisition strategy with additional purchases of sellers in the key segments bike & outdoor, tennis and team sports & leisure. Stylefile not only complements the company’s portfolio, it also expands it in the growing category of athleisure. Stylefile has been joined with OUTFITTER, the leading online seller in soccer & team sports, under the umbrella of the SIGNA Sports Group, creating numerous synergies in the areas of content, marketing and IT.