Sportswear giant Decathlon has announced the acquisition of German pureplay mountain sports, climbing gear and outdoor equipment specialist Bergfreunde.
Decathlon announced the acquisition for an unspecified amount on Monday afternoon and said that the agreement, signed on November 24, is pending regulatory approval.
Bergfreunde was founded in Germany in 2006 and operates in 10 other European countries: Austria, Denmark, France, Finland, Italy, the Netherlands, Spain, Sweden, Switzerland and the UK.
Decathlon said it “intends to support Bergfreunde’s leadership in the long term as it continues its strong development and growth journey”.
The retailer added that “this investment represents a real partnership between two brands, which share the human values and commitment to people and to the planet”.
Barbara Martin Coppola, chief executive of Decathlon, said: “This strategic partnership will enable Decathlon to strengthen our global outdoor offering with a recognised and valued premium pureplayer.
“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.”
Bergfreunde managing director Matthias Gebhard said: “Decathlon is a financially strong and long-term operating partner, and we are confident they are the right partner for us as we enter this next phase of growth.
“We look forward to benefiting from Decathlon’s leadership in sustainability, internationalisation and scaling.
“Bergfreunde has experienced significant growth under [previous owner] Backcountry’s ownership and we are thankful for our successful partnership.”
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