Decathlon purchases Bergfreunde, an expert in outdoor activities

The French sports retail giant, Decathlon, amplifies its online sales sphere of sporting goods by acquiring outdoor specialist, Bergfreunde. This acquisition happened four years after the company invested in Alltricks, another French specialist catering to the online retail of running and cycling goods. Bergfreunde, a site specifically for mountain activities such as climbing, mountaineering, and hiking, is the latest addition to Decathlon's growing online portfolio.

The purchasing agreement, signed on November 24, still awaits regulatory approval. The amount of the transaction is undisclosed. Decathlon purchased Bergfreunde from the US corporation, Backcountry that had been in control for a decade. Founded in 2006, Bergfreunde is active in 11 European markets and provides employment for 600 people.

According to a press release by Decathlon, Bergfreunde would continue to function autonomously despite the acquisition. Barbara Martin Coppola, the managing director of Decathlon, explains that the strategic partnership will allow them to enhance their outdoor offerings through association with Bergfreunde, which enjoys a reputable position in the sector.

Influential in multiple European markets like Germany, which is the largest outdoor market in Europe, Bergfreunde is geared to contribute positively to Decathlon's business ecosystem. The acquisition aims at supporting the expansion of the Bergfreunde teams for the benefit of their customers and partners and promote active participation in sports. In line with this, the Decathlon Group will lend operational and logistical support for the growth of Bergfreunde's e-commerce platform, managed by Matthias Gebhard, and hosting 900 brands and around 40,000 products. The latest addition is anticipated to expedite the group's digitalisation a core domain.