MADRID, 12 Ene. (EUROPA PRESS) –
This January, the sports equipment design and distribution company Decathlon completed the acquisition of Bergfreunde, the German website specialized in mountain sports, climbing and equipment for outdoor activities from Backcountry, the specialist in articles and clothing for outdoor activities. endorsed by TSG Consumer in the United States.
Following the partnership agreement signed in November, and after regulatory approvals, Decathlon has finalized the purchase of a website that generated revenues of 242 million euros in 2022 and which it considers fully aligned with its development strategy.
Likewise, it will allow it to connect with new customers in the most premium outdoor market segment through a digital business model and will expand its presence in several important markets in Europe.
Bergfreunde will remain an autonomous and independent subsidiary, operating under the Bergfreunde brand and further enhancing its current business model under the leadership of its current management team.
“This strategic investment will benefit Bergfreunde's customers and fans, its partners and its teams. It also represents a genuine partnership between two brands that share the same values and commitment to people and the planet,” he said in a statement.