Decathlon acquires sportswear specialist Bergfreunde

Sporting goods retailer Decathlon has acquired Bergfreunde, an online specialist retailer for mountain sports, climbing, and outdoor equipment. The purchase agreement, which was signed on 24 November, is pending regulatory approval.

Bergfreunde, the specialist sporting goods retailer, was founded in Germany in 2006 and has since gained a strong presence in 11 European countries as well as operating an e-commerce platform. With this investment, Decathlon intends to support Bergfreunde's leadership in the long term and help to push forward its growth journey.

Upon closing the deal, Bergfreunde will remain an autonomous and independent subsidiary, operating under the Bergfreunde brand. Its current business model will remain unchanged and its management will retain their current roles.

Barbara Martin Coppola, Chief Executive Officer of Decathlon, commented: "This strategic partnership will enable Decathlon to strengthen our global outdoor offering with a recognised and valued premium pure-player.

“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."

Matthias Gebhard, Managing Director of Bergfreunde, added: "Decathlon is a financially strong and long-term operating partner, and we are confident they are the right partner for us as we enter this next phase of growth. We look forward to benefiting from Decathlon's leadership in sustainability, internationalization and scaling.

"Bergfreunde has experienced significant growth under Backcountry's ownership, and we are thankful for our successful partnership."

Decathlon is a sporting retailer with over 1,700 stores in more than 70 countries. With its integrated business model, the brand specialises in the creation and production of innovative sportswear.