2024-01-12 12:14:36
The French leader in the sale of sporting goods Decathlon announced on Friday that it had finalized the purchase of the German online retailer Bergfreunde, specializing in mountain sports and outdoor equipment, for an undisclosed amount.
A ‘major investment’ which should allow Decathlon to ‘reach new customers in the premium outdoor segment’, the company said in a press release.
Established in 2006 in Germany, Bergfreunde sells its products exclusively online in twelve European countries, including the Netherlands and France, from two centralized locations in Germany. In 2022, it achieved a turnover of 242 million euros (226 million francs).
Bergfreunde was until now under the leadership of the American outdoor equipment and clothing specialist Backcountry. Decathlon announced its takeover intention at the end of November, awaiting regulatory authorizations which have now been obtained.
The French company promises that Bergfreunde, which employs more than 600 people, will remain an autonomous and independent subsidiary and will keep its brand like its managers.
Decathlon, created in 1976 in Englos in the North, belongs to the galaxy of the Mulliez family like Auchan, Boulanger or Leroy Merlin.
Considering itself ‘the world’s largest sporting goods retailer’, with more than 1,700 stores in 70 countries, it generated 923 million euros in net profit in 2022 for sales exceeding 15 billion euros.
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