Officials of Cisalfa Sport indicate that its private label for...

Officials of Cisalfa Sport indicate that its private label for outdoor products, 8848, has reached an annual sales level of around €20 million. The brand, which is diversifying its product range from clothing to include outdoor accessories, is named for the height of Mount Everest and was originally launched by Sergio Longoni when he owned Longoni Sport, now a property of Cisalfa. Next to the major outdoor brands, 8848 has a prominent place as an entry-level alternative in the new format developed for the group’s 30 larger stores above 3,000 square meters to mark a difference with Décathlon. The first unit of the kind was inaugurated last month in a shopping center at Grugliasco near Turin, which also hosts a Décathlon store (more in Sporting Goods Intelligence Europe).