Decathlon acquires Bergfreude

Sports retailer Decathlon has acquired Bergfreude, a specialist online seller of mountain sports and climbing gear.

The terms of the agreement were not disclosed and the purchase is pending regulatory approval.

Decathlon said the deal would allow it to attract new customers and grow its presence in several major markets in Europe via the company’s fully digital business model.

Bergfreunde will remain an autonomous and independent subsidiary of Decathlon operating under the Bergfreunde brand with no changes to its current business model or management.

The company was founded in Germany in 2006 and operates in 11 countries in Europe via its online platform.

"This strategic partnership will enable DECATHLON to strengthen our global outdoor offering with a recognised and valued premium pure-player,” said Barbara Martin Coppola chief executive of Decathlon. “With a strong presence in several European markets, including Germany, Europe's biggest outdoor market, Bergfreunde will add to our ecosystem, alongside Alltricks.

“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."

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