JD Sports Fashion has completed the acquisition of French trainer chain Courir, which allows the British group to strengthen its position in Europe and to entice a more feminine clientele.
Brand identity retained
JD Sports had already announced the planned acquisition back in May 2023: at the time, the British chain said it would pay 520 million euros for its French prey. To obtain European approval for the transaction, the acquirer will sell fifteen French and six Portuguese shops to its competitor Snipes, which is part of the German Deichmann group.
With its new French acquisition, JD Sports strengthens its position in continental Europe: Courir has 323 shops in France, Belgium, Luxembourg, the Netherlands, Portugal and Spain. The French trainer chain also has 36 franchise shops in northwest Africa, the Middle East and French overseas territories.
Courir will retain its brand identity after the acquisitions, Régis Schultz promises. The JD Sports CEO adds that the acquisition will expand JD Group’s reach by attracting a more female, fashion-conscious and older customer base, complementing its core customer base.
