Supporting Hummel to expand into new markets


The Danish sportswear brand Hummel is a market leader within the areas of sport and sport-fashion and its bumblebee symbol can be seen across the world. During the last years Hummel has experienced significant growth in its sneaker business – primarily in export markets. However, Hummel lacked the market information needed to develop a solid strategy for continued future growth.


To provide Hummel with the relevant market information Epinion gathered insights on Hummel’s key competitors within high-potential product categories to uncover Hummel’s relative brand strength. Epinion also uncovered Hummel’s market share as well as penetration across target regions, consumers purchase criteria and the overall brand image. Data was collected online across Germany.


The provided consumer insights was immediately applicable for Hummel. Hummel received fact-based input to their decision on expansion into Germany - and other global markets. Epinion has in continuation hereof performed similar studies in Denmark and Norway to support Hummel on how to best penetrate these markets even further – having consumers view across image, competitors and products.