Business Buzz:Sport Chalet ‘Most Desirable’ Retailer in the U.S.

In the most competitive retail industry ever, Sport Chalet, the La Cañada Flintridge-based sporting goods company founded by Norbert Olberz, was this week ranked the No. 1 most desirable retailer in the nation.

The independent research firm Kanbay Research Institute rated Sport Chalet for its top honor over such mega competitors as Hasbro Inc., Kohl’s Corp., The Men’s Wearhouse Inc., and Netflix Inc.

“We are obviously thrilled beyond belief,” Craig Levra, Sport Chalet chairman and CEO, said in a telephone interview Tuesday. “The 3,300 employees in the 42 stores, distribution center in Ontario, team sales decision headquartered in Van Nuys and corporate headquartered in La Cañada, all constantly work hard to be better at every aspect.”

Levra attribute the top honor to original company’s vision.

“We are following Norbert’s vision, to see things through the eyes of a customer not to be the biggest, but the best; do one thousand things a little a bit better.

“We do that by taking good care of every customer,” Levra said. “We work very hard to get the right footwear, apparel, and equipment on a customer given his or her skill level.”

Companies considered for the honor were judged across three broad categories: products, sales/ service and management.

The Retail Demand 2006 report tracks how well 104 of the 430 nation’s top retailers deliver on consumer desires.

The study identifies the top retailers in 16 major retail categories which spanned the specialty, luxury, discount, and online categories, as well as the top retailer in the Sporting Goods.

In the 2006 study, KRI conducted 6,674 Web-based interviews with U.S. consumers, rating 104 of the leading retail companies to see how well their desires are being met and identify emerging trends in the industry.

In addition, the report provides ratings on how a few of those successful retailers are developing strategic advantages over their competitors.

As Sport Chalet enters its 48th year the company’s customer service sets the benchmark for quality retailers.

Levra says the company will continue to “focus on being first to market with the latest new products, technologies, look and feel of the merchandise we present.”

To succeed, retailers must create barriers of entry or “consumer moats” that others cannot easily duplicate. A successful retailer like Sport Chalet develops advantages beyond price that hold customers captive to enable consistent revenue and profit growth.

Furthermore, Levra said the company will continue to seek ways to improve such as the integration of new technology in sporting equipment that will enhance the athlete’s performance.

“We like to gauge our customers,” Levra said. “We have the expertise and a lot of merchandise that is not found anywhere else.”