Greek sporting-goods leaders lift sales 16.3% to €344.6 million
Sales by Greece’s three largest sporting-goods retail groups reached €344.6 million in January-August 2026, up 16.3% year on year. Unit sales grew 33.8%, while higher order frequency and larger baskets supported the market’s expansion.
Sales and volumes rise together
Sales in Greece’s organized sporting-goods market reached €344.6 million, including VAT, during January-August 2026, an increase of 16.3% from €296.4 million in the same period of 2025, according to Newsbomb, OT and CNN Greece. The figures cover the country’s three largest retail groups: Cosmos Sport/JD Sports, Sportswear Market/Fourlis Group and ZAKCRET.
Growth was stronger in physical volume than in revenue. The retailers sold 11.1 million items, up 33.8% from 8.3 million, while the number of orders increased 10.5% from 5.16 million to 5.7 million. Average order value rose to €65.90 from €63.05, and the average number of items per order climbed from 1.74 to 2.08. Together, these figures indicate that consumers placed more orders and bought more products on each occasion, although revenue grew more slowly than unit volume.
Footwear retains the largest share
Footwear remained the leading category, accounting for approximately 51.0% of turnover. Sales reached €175 million, up 15.5% year on year. Clothing generated €129 million, or about 37.4% of turnover, after growth of 15.2%. Accessories and equipment were the smallest segment at €40 million and an estimated 11.7% share, but recorded the fastest growth at 23.3%.
Sport Lifestyle products continued to outperform equipment and apparel intended primarily for performance use. Lifestyle footwear generated €88.8 million, compared with €75.9 million for performance footwear. In clothing, the corresponding figures were €78.8 million and €46.7 million. Newsbomb said the results reflect the continued influence of athleisure, as Greek buyers use sportswear for everyday clothing as well as exercise. Outdoor footwear and apparel remained comparatively limited, with combined sales of €13.6 million.
Seasonality and a fragmented wider market
July was the strongest month of the eight-month period, with sales of €52.2 million, narrowly ahead of April at €52.0 million. August followed at €49.2 million, while February was the weakest month at €31.3 million. The publications linked April’s performance to Easter, new collections and seasonal shopping, while summer activities, discounting and tourism supported July and August. Sales data also identified Saturday at 13:00 as the peak shopping time, offering retailers a practical reference for staffing, promotions and inventory availability.
The figures are based on aggregated, anonymized sellout data from physical and online stores operated by the three groups and analyzed daily by Convert Group through its eRetail Audit platform. This is the first consolidated measurement initiative of its kind for Greece’s sporting-goods market. Convert Group separately reported €58.9 million of sporting-goods sales through Skroutz from almost 1 million orders during the same period. Its preliminary estimate suggests other retailers, including monobrand networks such as adidas, Nike, Arena and Decathlon, may collectively represent about 50% of the wider market, leaving the other half to the three participating groups.
