Asics direct-to-consumer sales surges 22%

Asics I:CO
// Asics’ full-year direct-to-consumer channels surges 22%
// Emerging markets climbed by 21%
// However, EMEA net sales saw a 3% decline

Asics has revealed strong growth in full-year results for its EMEA market, boosted by strong strong in its emerging markets and direct-to-consumer channels despite a drop in net sales.

The sportswear brand and retailer saw a three per cent decline in its EMEA net sales during 2018, but emerging markets climbed by 21 per cent while direct-to-consumer channels saw an increase of 22 per cent.

Asics’ emerging market channel growth was led by the Middle East, which saw a growth of 99 per cent, while Russia saw a 19 per cent increase.

Meanwhile, its ecommerce sales saw an increase of 105 per cent compared to the previous year.

Asics continued to grow its direct-to-consumer footprint throughout EMEA by opening stores and investing in own-branded environments.

It also used its trading update statement to announce a newly organised category-led structure with a leadership team to help drive growth in running, core performance sports, and sports style.

The team will also create a more efficient alignment through a consolidated commercial organisation.

The category organisation will be led by Gary Raucher who will join the company on March 1, and will combine the product, marketing and merchandising features.

The new commercial organisation will be led by Scott Wakefield who will focus on combining planning, buying and sales functions for both wholesale and direct-to-consumer.

Wakefield has previously led the direct-to-consumer business within Asics.

Raucher and Wakefield will both be a part of Asics’ new management team which also includes Robert Vermin who will continue serving as chief administrative officer, and Melinda Brooks Bray who will continue her role as human resources vice president.

The team will report to Asis chief executive Alistair Cameron.

“I am encouraged by the growth we are continuing to see in key strategic areas, and I am confident for the future,” Cameron said.

“The changes we’ve made to our organisation will enable us to drive category-specific strategies and take a more holistic view of the market.

“I’m excited to work with my new Management Team to drive growth across the region.”

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