Asics’ European sales slip despite 130% surge in online sales

Asics sales
// Asics’ consolidated net sales in EMEA in Q1 2019 declined by 9%
// Continued strong growth dcirect-to-consumer channels
// Retail sales up 17% and ecommerce up 130%

Asics has recorded a drop in consolidated net sales across the European market during its first quarter despite an uptick in sales from its retail and online channels.

For the period, Asics’ retail sales increased on a currency neutral basis by 17 per cent year-on-year while ecommerce sales skyrocketed 130 per cent year-on-year.

Sales in key emerging markets also increased, although consolidated net sales in EMEA in the first quarter declined on a currency neutral basis by nine per cent.

Asics continued to generate strong results from the expansion of its direct-to-consumer footprint through opening own stores and investing in Asics-branded environments with key retailers.

The sportswear brand added that new category management programme delivered successful results in own stores and for wholesale customers.

In early 2019, Asics made changes to its EMEA organisation to reflect a global, category management approach, which including combining its direct-to-consumer and wholesale businesses into one commercial organisation.

Asics said the organisational changes, including a new management team, will enable it to drive category-led strategies and take a more holistic view of the marketplace.

“I am encouraged by the growth we are continuing to see in direct channels and we are committed to rolling out programmes that make it easier for runners to find their perfect running gear across all channels,” Ascis EMEA chief executive Alistair Cameron said.

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