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Decathlon, the French sports retail giant, is broadening its scope by integrating Bergfreunde GmbH, a specialised German e-commerce entity. The Kirchentellinsfurt-based outdoor sports gear provider revealed Decathlon’s recent acquisition of Bergfreunde from its former owner, Backcountry, with the purchase agreement inked on 24th November. Financial specifics remain undisclosed.
Pending regulatory approval, Bergfreunde will transition into a wholly-owned subsidiary within Decathlon’s umbrella, yet it will maintain autonomy as a distinct legal entity, preserving its core organizational structure and separate company board.
Highlighting continuity, Bergfreunde affirmed that its established managing directors, Matthias Gebhard and Ronny Höhn, along with the existing management team, will sustain routine operations amid this change.
Expressing optimism, Managing Director Matthias Gebhard views this impending integration as a pivotal juncture in the company’s evolution, aiming for elevated growth. “We’re poised to propel the company forward,” Gebhard remarked. “We firmly believe that partnering with Decathlon presents us with an astute, financially robust, and enduring ally.”
Bergfreunde, established in 2006 and previously acquired by Backcountry in 2013, extends its presence across ten European countries. Known for its entrepreneurial spirit, the German e-commerce specialist substantially augmented its annual revenue from € 18 million to € 242 million, maintaining consistent profitability while operating independently, according to the company’s statement.
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