Spusu boss: "We don't have to worry too much about competition"

Spusu’s founder, Franz Pichler, has expressed calmness regarding the entry of new discount brands such as Yellow and Hörbi into the market. He emphasized that his company's focus lies more on international expansion than on domestic competition. Pichler, who founded Spusu, sees significant growth potential abroad, particularly in markets where the company has already established a presence. Spusu, a virtual mobile network operator (MVNO) based in Austria, launched its operations in Germany after a decade-long effort. The company began operating in Italy, the United Kingdom, and Switzerland before expanding into Germany. Pichler stated that the German market was always a strategic goal due to linguistic and cultural similarities with Austria. The company's long-standing business partner in Germany since 2011 played a crucial role in facilitating this expansion. When asked whether the delayed launch in Germany was concerning, Pichler responded that, in hindsight, it was beneficial. He highlighted the extensive knowledge gained within the MVNO sector and the high motivation levels among employees, who understand Spusu’s culture and customer communication strategies. Pichler noted that the company had a clear business plan for Germany, which was exceeded within the first one and a half months of operation. Regarding the company’s earlier announcement to return to normalcy and grow more slowly, Pichler explained that the shift was intentional. In Austria, the company achieved a yearly turnover of 94 million euros and a profit exceeding 7.7 million euros. They serve over 700,000 mobile customers and were recognized as the most satisfied customers across all industries in Austria. Internationally, Spusu has made notable strides. In Italy, they have 150,000 customers, while in the UK, the number stands at 185,000, with a monthly increase of 8,000 to 10,000 customers. In Switzerland, the customer base is around 80,000, despite being active there since mid-2024. Combined with the fixed-line segment in Austria, their total customer count exceeds one million. In Germany, the company started operations on June 15 and currently serves between 4,000 and 5,000 customers, despite not yet launching a full advertising campaign. Pichler acknowledged the reduction in advertising budget for 2025, which saw a 67 percent cut compared to 2024. This aligns with the company’s strategy to reduce marketing costs. He attributed the previous year’s heavy advertising efforts to a planned and successful campaign, leading to a strong performance. For 2025, the company aims to return to a more balanced approach, maintaining steady customer growth. Pichler views the market entries of new competitors with indifference, citing Spusu’s strong value proposition. He believes the company’s excellent price-performance ratio ensures customer satisfaction and minimizes the need for aggressive competitive tactics. This perspective reflects a broader strategy focused on quality and customer retention rather than direct rivalry. Meanwhile, Humanic, Austria’s largest shoe retailer, continues to transform its image by incorporating more sports-oriented elements. Following its acquisition by the Slovenian mass-market group Mass, the chain has been repositioning itself to appeal to younger demographics. Since April, six stores have been redesigned to feature dedicated “Humanic Sports” sections, offering running shoes, sports footwear, and sneakers from brands such as On, Adidas, Nike, Asics, New Balance, Brooks, Hoka, and Salomon. The sneaker segment contributes significantly to Humanic’s sales, accounting for 30 to 35 percent of the company’s turnover. With Mass as a new owner, Humanic is focusing heavily on sporty and lifestyle footwear, leveraging the group’s existing partnerships, including with Skechers. This strategic move aligns with expectations in the industry, given the growing demand for athletic wear. Humanic’s CEO, Armin Weger, praised the partnership with Mass, highlighting the combined strengths of both entities in European retail. The collaboration aims to capitalize on shared expertise and growth ambitions, creating a stable foundation for future developments. Humanic operates 199 stores across nine countries, employing approximately 2,000 staff members. In Austria, the company maintains 66 Shoe4You and 62 Humanic locations. Looking ahead, Mass plans to open 60 additional stores within five years, reinforcing its commitment to physical retail through an omnichannel strategy. Weger reiterated confidence in the expansion, noting that gaps in the store network still exist, particularly in western Austria for Humanic and Shoe4You. These developments underscore the evolving landscape of retail, driven by consumer preferences and strategic brand positioning.