The deal, which was signed on 24 November for an undisclosed sum, is pending regulatory approval.

Bergfreunde was founded in Germany in 2006 and operates in 11 European countries: Germany, Austria, Switzerland, Denmark, France, Finland, Italy, the Netherlands, Spain, Sweden and the UK. 

The etailer will remain an independent subsidiary with the existing management team, operating under the Bergfreunde brand.

Decathlon said the acquisition provides an opportunity to connect with new customers in the premium outdoor market via a fully digital business model, while growing its presence in markets in Europe.

Barbara Martin Coppola, CEO of Decathlon, said: “This strategic partnership will enable Decathlon to strengthen our global outdoor offering with a recognised and valued premium pureplay. With a strong presence in several European markets, including Germany, Europe’s biggest outdoor market, Bergfreunde will add to our ecosystem, alongside Alltricks [acquired in 2019].

“We are determined to accompany Bergfreunde’s teams as they continue to accelerate their development to the benefit of their customers and partners, to move people through the wonders of sport.”

Matthias Gebhard, managing director of Bergfreunde, said: “”Decathlon is a financially strong and long-term operating partner, and we are confident it is the right partner for us as we enter this next phase of growth.”