Adidas focuses entirely on online sales

Adidas wants to focus more in online sales and that is why it will shut down a large number of stores worldwide.

Focus on online sales

Over the past year, Adidas enjoyed a 57 % online sales surge to 1.6 billion euro, but that is only the start for the sports fashion giant: CEO Kasper Rorsted hopes to more than double its online sales, to more than 4 billion euro. The CEO, who came from Henkel in 2016, will therefore shut down a number of physical stores and turn its attention to the Adidas website, “our most important store worldwide”, Rorsted said.

A large share of its 2018 investment budget (some 900 million euro in total) will go towards its digital activities. The focus will be to construct shipping warehouses for online orders, but it also wants to hire 200 employees with digital sales knowledge and it will also soon introduce an app in France and Spain to give customers a personalized purchase experience.