Backcountry has entered into a definitive agreement to sell its European subsidiary, Bergfreunde, to Decathlon, a global sporting goods retailer based in France. The move is part of Backcountry’s efforts to narrow its focus on the North American market.
This comes as Backcountry is making a big wholesale push, recently launching its namesake private label line.
“We’re proud of Bergfreunde’s growth over Backcountry’s 10-year ownership and look forward to watching its continued success with Decathlon,” said Melanie Cox, Backcountry CEO, in a release. “Closing this deal will allow Backcountry to focus on furthering its commitment to the North American market, as well as explore new opportunities to expand the Backcountry brand.”
Terms of the deal were not disclosed. The purchase agreement, which was signed on November 24th, is pending regulatory approval.
Growth With Backcountry
Bergfreunde, an online specialist retailer for mountain sports, was founded in Germany in 2006 and has a presence in 11 European countries, including Germany, Austria, Switzerland, Denmark, France, Finland, Italy, the Netherlands, Spain, Sweden, and the United Kingdom.
According to a news release, Bergfreunde has experienced growth under Backcountry’s ownership and the partnership has positioned Bergfreunde to further grow its European footprint alongside Decathlon.
Decathlon, known for its extensive range of outdoor products, will acquire Bergfreunde’s brand and customer base in Europe.
The acquisition is in line with Decathlon’s commitment to expanding its presence and offering diverse outdoor solutions to customers across the region, according to a release.
Upon closing, Bergfreunde will remain an autonomous and independent subsidiary, operating under the Bergfreunde brand, with no changes to its business model. Bergfreunde management will remain in their current roles.
“This strategic partnership will enable Decathlon to strengthen our global outdoor offering with a recognized and valued premium pure-player (online),” said Barbara Martin Coppola, CEO of Decathlon, in a release. “With a strong presence in several European markets, including Germany, Europe’s biggest outdoor market, Bergfreunde will add to our ecosystem, alongside Alltricks.”