Adidas lowers sales prognosis following bad six months | RetailDetail

Adidas lowers sales prognosis following bad six months

Adidas lowers sales prognosis following bad six months

German sporting goods producer Adidas has lowered its sales prognosis for 2013. In the first half of the year the company had to take a drop in sales of 3% due to the weak European market and disappointing exchange rates for sales in Asia and Latin America.

Big drop in sales in Europe

Sales of Adidas amounted to only 7.13 billion euro in the first six months of 2013. This was mainly due to a 9% decline in sales in Europe to 1.9 billion euro. On the other markets sales would have risen, if exchange rates had stayed constant - which was not the case.


Converted to euro the rise in sales of 1% on the Asian Markets outside of Greater China, changed to a drop of 8% to 1.064 billion euro. The same could be said for Latin America, where a rise of 16% diminished to 8% after conversion, at 765 million euro.


Rival Nike increases lead

Those circumstances have led to a change in prognosis for the entire year: Adidas downgraded its forecasts from 5% to "a growth of 1% to 5% at unchanged exchange rates". Financially Adidas did make a net profit of 480 million euro, 5.6% more than in the same period of 2012.


Because of these disappointing sales, Adidas is in danger of doing worse than its eternal rival, American Nike. They had a rise in sales of 7% at the end of its financial year 2012/2013, which ended in March. At unchanged rates the rise would have been even bigger, at 9%.


Questions or comments? Please feel free to contact the editors

Délifrance joins FFC's portfolio


Dutch Franchise Friendly ConceptsDélifrance Benelux acquisition is in full swing. The franchise organization will obtain the French sandwich chain’s Benelux master franchisee on 1 April.

IKEA has developed actual "bug burger"


SPACE10, furniture giant Ikea’s innovation lab, will present a healthy alternative to the classic hamburger, where the meat is replaced by red beets and mealworm. It is also working on a “dogless hotdog”;

Supermarkets' price difference with neighbouring countries grows


Belgian supermarkets are increasingly more expensive than those in neighbouring countries according to Prijzenobservatorium’s research. Shoppers in France, Germany and the Netherlands quickly pay 10 % less.

Delhaize opens innovative new store in Bucharest


Romanian supermarket chain Mega Image, part of Belgian-Dutch Ahold Delhaize, has opened a new concept store in the centre of Bucharest. The store claims to offer a new level of shopping experience in the heart of the city.

“Meat industry ready for disruption”


Consumers are ready, the technology is rapidly advancing and investors see the potential: meat replacement turnover will reach 4.2 billion euro worldwide by 2020. The major multinationals are now also on board.

Aldi wants to open stores in China


Aldi has had an online presence in China for a year now, but the German discounter is now planning to open a physical store network there as well. Within a few years’ time, it should have fifty different stores.

Back to top