Internal sales and external sales of the buying group in 2025 in negative territory
The economic situation in the shoe retail sector remains strained. In 2025, the Mainhausen-based ANWR cooperative group recorded a 5,5 percent decline in centralized sales, while the external sales of its affiliated shoe retailers fell by 4,2 percent. November and December were particularly weak. The result: increased inventory levels and additional pressure on the upcoming season.
The mainstream segment remains the highest-grossing, accounting for approximately 40 percent of sales. The textile assortment is showing significantly more dynamic growth: with an increase of 5 percent, it is bucking the industry trend and now represents around 6 percent of centralized sales. Barefoot shoes continue to occupy a niche market of less than one percent.
Three percent additional rate in exchange for data
To strengthen retailers' profitability, ANWR is relying on the shoe partner program. Participants receive a 3 percent bonus on seasonal pre-orders – in exchange for providing anonymized sales data.
Currently, 61 percent of retailers are integrated into the central settlement system. According to ANWR, the additional discounts amount to €8,8 million. Around 65 percent of retailers are now providing data, forming the basis for further analysis.
Based on this data, the cooperative group offers free performance consulting. The comparison is not regional, but structural – for example, according to business profile, average price range, or micro-location. The analyses extend down to the individual product level and are designed to reveal, among other things, gaps in the product range, price positioning, and reorder potential.
AI tool “Anni” is being expanded
With "Anni" (ANWR network intelligence), the group is also advancing the use of artificial intelligence. The system accesses external information as well as company-specific data in a protected environment.
In addition to recruiting functions, the service now includes sales queries and bestseller analyses. Automatic alerts for unusual key performance indicators or inventory trends are planned for the future. According to ANWR, the user return rate is over 70 percent.
New image campaign “LUSD”
With the image initiative "LUSD" – "Suppliers and Shoe Retailers of Germany" – ANWR aims to create a joint communication platform for industry and trade. The goal is to raise public awareness of the performance of brick-and-mortar shoe retailers and to restore greater value to shoes as a product.
Unlike short-term sales campaigns, "LUSD" is designed as a multi-year project. High-profile initiatives are planned, aimed at both end consumers and fostering internal collaboration within the industry. The focus will be on topics such as expert advice, fit know-how, sustainability, quality, and product range diversity.
The initiative sees itself as an overarching umbrella under which suppliers and retailers can present a united front. ANWR is thus responding to declining market volumes and increasing competitive pressure from online providers and vertically integrated businesses.
In the long term, “LUSD” is intended to help direct foot traffic to city centers, strengthen the position of specialist retailers in the competitive environment and restore emotional appeal to shoes.
You can read a detailed article in issue SHOEZ 3-2026.
