In a significant move to fortify its position in the online sporting goods market, Decathlon, the renowned French sports giant, has officially acquired Bergfreunde—a dedicated platform for mountain activities, including hiking, mountaineering, and climbing. This strategic initiative follows Decathlon’s successful investment in Alltricks, a French leader in online distribution for cycling and running products, four years ago.
The purchase agreement, signed with US company Backcountry, the parent company that acquired Bergfreunde a decade ago, awaits regulatory approval after being finalized on November 24. Although the financial details remain undisclosed, this acquisition marks a pivotal step for Decathlon in expanding its influence in the outdoor sports sector.
Established in 2006, Bergfreunde operates across 11 European markets, boasting a workforce of 600 professionals. Noteworthy is Decathlon’s commitment to preserving Bergfreunde’s autonomy and unique identity within the conglomerate.
Barbara Martin Coppola, Decathlon’s Managing Director, expressed excitement about the collaboration, stating, «This strategic partnership allows Decathlon to strengthen its outdoor offerings by aligning with a well-regarded pure-player in this sector.» With a significant market presence, especially in Germany, Europe’s largest outdoor market, Bergfreunde’s integration into Decathlon’s ecosystem alongside Alltricks promises an enhanced customer experience.
Decathlon is set to provide robust logistical and operational support for the advancement of Bergfreunde’s e-commerce platform, led by Matthias Gebhard. Currently offering an extensive array of 40,000 products from 900 brands, this strategic acquisition is poised to accelerate Decathlon’s digitalization efforts in a key sector.
«We are dedicated to supporting Bergfreunde’s teams in expediting their development, benefiting customers and partners alike, and inspiring individuals to embrace the joy of sports,» added Barbara Martin Coppola.
Pending regulatory approval, this acquisition signifies a noteworthy leap forward for Decathlon in terms of innovation and expansion within the dynamic landscape of online sporting goods.
