Decathlon buys German outdoor retailer Bergfreunde

Bergfreunde will operate independently whilst remaining under Decathlon’s umbrella.

France-based major sports retailer Decathlon has acquired the Germany-based online outdoor retailer Bergfreunde.

Through the purchase, Decathlon plans to support the leadership and growth of the Bergfreunde brand. It also intends to connect to new customers by integrating Bergfreunde’s market to a fully digital business model and expanding to other major European markets.

Simultaneously, the French retailer will open its diverse products to existing Bergfreunde customers and shareholders.

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

Established in 2006, Bergfreunde has maintained a strong presence in 11 European markets, whilst extending its e-commerce platform. Under the acquisition, the company will remain an independent subsidiary under the Bergfreunde brand and retain its current production workflow and management roles.