Decathlon has snapped up German outdoor specialist Bergfreunde as it looks to attract a more premium shopper.
The German retailer specialises in mountain sports, climbing and outdoor equipment and trades across 11 European countries.
It will remain “autonomous and independent” following the acquisition and its business model and management team will remain unchanged.
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The outdoor giant said the acquisition gave it “an opportunity to connect to new shoppers in the outdoor premium market” and would help grow its presence in several major European markets.
Decathlon CEO Barbara Martin Coppola, who joined from Ikea last year, said: “With a strong presence in several European markets, including Germany, Europe’s biggest outdoor market, Bergfreunde will add to our ecosystem, alongside Alltricks.
“We are determined to accompany Bergfreunde’s teams as they continue to accelerate their development to the benefit of their customers and partners, to move people through the wonders of sport”.
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