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.
In a historic move, 40 artisans from Gucci’s design studio initiated the brand’s first-ever strike, protesting plans to relocate a significant portion of the team from Rome to Milan. This unprecedented development unfolds as the Italian luxury brand, owned by the French group Kering, announced in October its intention to move 153 of its 219 design employees from the capital to Milan—a decision met with strong opposition from the striking artisans who deem it «a mass redundancy in disguise.»
Demonstrators outside one of the Rome offices held banners that read, «Gucci cuts but doesn’t sew,» and another provocatively stated, «At Gucci, redundancy is fashionable.» Chiara Giannotti, a union representative for the brand, emphasized the significance of the strike, stating, «The style office is the heart of Gucci, where designers and couturiers work, and this is where all the collections are born. This is the first strike in its history.»
Last week, over 50 Gucci artisans participated in a national strike organized by Italy’s largest trade unions, indicating widespread discontent. Giannotti expressed concerns about the company’s motives, claiming, «Kering wants to take advantage of this restructuring to reduce staff numbers and push out employees who have been offered unsatisfactory conditions or who cannot leave Rome because they have their families and children there.»
Responding to the strike, Gucci assured AFP that the move «does not envisage any reduction in personnel and will be implemented in full compliance with current regulations.» The company also mentioned providing «a series of economic and support measures» to affected staff.
While 153 employees are slated to be transferred to Milan by March, the fate of the remaining 66 artisans due to stay in Rome remains uncertain, according to union representatives. Giannotti emphasized the demand for equal conditions for all during the transfer to Milan or, alternatively, the relocation of employees to other Kering companies in Rome or Florence.
This development comes amid changes at Gucci, with the appointment of Sabato De Sarno as the new artistic director in January, succeeding Alessandro Michele, who left a profound mark on the brand with his eccentric, gender-fluid designs and unconventional runway shows over seven years. Stay tuned for updates on this significant upheaval within the iconic fashion house.
