A “large investment” which should allow Decathlon to “reach new customers in the premium outdoor segment”, the company specified in a press release.
Founded 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).
Until now Bergfreunde was under the leadership of the American outdoor equipment and clothing specialist Backcountry. Decathlon announced its acquisition plan at the end of November, pending the regulatory approvals it has now obtained.
The French company promises that Bergfreunde, which employs more than 600 people, will remain an autonomous and independent subsidiary and will retain its brand like its executives.
Decathlon, created in 1976 in Englos in the North, belongs to the Mulliez family galaxy like Auchan, Boulanger or Leroy Merlin.
/ATS
2024-01-12 12:14:36
#Decathlon #finalizes #acquisition #German #company #Bergfreunde