Adidas focuses entirely on online sales

Adidas focuses entirely on online sales

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. 

Questions or comments? Please feel free to contact the editors

Gerelateerde items

Komono wants to reach 10 physical stores this year


Belgian accessory label Komono wants to double its number of physical stores to ten this year. “The stores are important to tell our story”, Anton Janssens and Raf Maes told De Standaard.

Suitsupply suffers losses because of expansion


Dutch Suitsupply has experienced a decent turnover growth last year, but its net result tumbled below zero because of its huge investments. Nevertheless, that is the only way forward according to its founder, whose focus is still fixed on the United States.

Starting this Friday, Belgium has its own national e-commerce event


Move over, Black Friday! This week, Belgium launches its own national e-commerce event as Jack & Jones, Kiabi, La Redoute, Sarenza, Tape à l'Oeil and Veritas organise the first Belgian Friday.

Belgian paint web shop expands into France


An expansion into Wallonia and France beckons for Belgian paint web shop and its new counterpart Moreover, the company is looking for a new financial partner to help with this move.

H&M is turning to algorithms to boost sales again


In an effort to reverse the decline in its worldwide sales, H&M is using technology that will help the world’s largest clothing brand stock its stores more efficiently, sell more effectively and adapt more quickly to current consumer trends.

Zalando's profit wiped away in first quarter


German online retailer Zalando saw its first quarter profit completely wiped away: last year's 5.1 million euro net profit turned into a 15 million euro loss. Turnover grew 22 %, investments being the cause for both.