Adidas drops 12.000 products, opens virtual showrooms

Adidas drops 12.000 products, opens virtual showrooms

Adidas is to stop producing almost 12.000 products - a quarter of its impressive 46.897 item catalogue. At the same time, the German sports retailer will expand its virtual showrooms worldwide.

Fewer products, more efficiency

CEO Herbert Hainer told the newspaper Frankfurter Allgemeine Zeitung that "20% of our products make up 80% of our turnover". Including its Reebok and TaylorMade-AdidasGolf brands, the Germans offered almost 47.000 items in their autumn/winter collection. "Simply too many", says Hainer.

 

"In the future, we want one, worldwide catalogue that is the same for each country. Large scale production should lead to higher efficiency", said Hainer in the interview looking forward to a summer full of sports - with the London Olympics and the European football championship in Poland and the Ukraine.

 

Virtual showrooms

Another efficiency improvement should come from virtual showrooms: Adidas has hired Intel to "virtualise the selling process": most of the products would only be shown in stores in their digital, 3D form. "This way, we only need to have a small fraction of our products present in their real, physical form." 

 

This virtual showroom has been tested in France since last year, but by the end of 2013 Adidas wants to have 150 virtual showrooms all over the world. 60% of all sales should happen through these virtual showrooms.

 

The new aim joins the list of targets Hainer had already set: lifting turnover to 17 billion euro by 2015 (compared to 13.3 billion last year), raising the operational margin from 7.6 to 11%... and, most important of all: replacing Nike as the world's leading sports retailer.

Questions or comments? Please feel free to contact the editors


Small Belgian brewery conquers Brazil thanks to playing cards

13/09/2017

Het Nest, a small brewery from Turnhout, will get its beers brewed in Brazil as well. It has struck a deal with Cervejaria Premium Paulista, which will brew and distribute the beers locally.

Price cuts drive 25 % more customers to Whole Foods

12/09/2017

Supermarket chain Whole Foods welcomed an additional 25 % of customers in the first few days following Amazon’s price cuts.

Ter Beke enters British food service industry

12/09/2017

Belgian food group Ter Beke has acquired a 90 % stake in British competitor KK Fine Foods for an undisclosed fee. The current shareholders hold onto the other 10 %.

Godiva wants to conquer the world through supermarkets

12/09/2017

Belgian praline brand Godiva will soon sell its chocolate in supermarkets all over the world after signing a deal with chains like Albert Heijn and Sainsbury’s. Previously, it sold nearly all its chocolate through its own store network.

Insight: Xavier Piesvaux' seven labours at Delhaize

10/09/2017

Can one French and several Dutch managers do what the Belgian management failed to do these past few years at Delhaize Belgium? Its new CEO will face plenty of challenges: we count at least seven.

Nestlé USA acquires food manufacturer Sweet Earth

08/09/2017

Nestlé USA has acquired American Sweet Earth for an undisclosed fee. The company mainly manufactures meat replacements, a rapidly-growing market, but also several frozen meals.

Back to top