Sports Connection will become a wholly-owned subsidiary of Skechers, primarily responsible for driving the brand’s continued growth in the Nordic countries of Denmark, Finland, Norway, Sweden, Greenland and the Faroe Islands, Skechers said in a press release.
Skechers’ acquisition of Sports Connection Holding ApS is a move that will help the company strengthen its presence and increase sales in the Nordic countries.
With the acquisition of Sports Connection, Skechers will have direct control over its retail operations, which will enable it to improve the customer experience and optimise its product offerings.
“With the planned acquisition of our long-serving and successful distributor in Scandinavia, we are welcoming the Sports Connection team more closely into the Skechers family,” said David Weinberg, chief operating officer of Skechers US, Inc. “We are looking forward to further broadening our reach in Europe by combining the team’s local expertise with our worldwide capabilities and financial resources.”
“We have a long history of partnership with Skechers,” said Peter Jørgensen, CEO of Sports Connection, which was founded in 1994 and has been Skechers’ exclusive distributor in the Nordics since 2005. Jørgensen will now serve as country manager for Skechers in all Nordic countries. “We are proud of the progress we have made growing the Skechers brand as a distributor partner. We have built the infrastructure to support our vast direct-to-consumer and wholesale presence across the Nordics and this new structure will allow us to leverage our efforts for additional growth in the future. We innately understand how the brand delivers its dynamic collection of styles and signature comfort technologies for every age and activity.”
Skechers will continue to conduct business at the former Sports Connection offices and showrooms in Finland, Norway, Sweden, and Denmark where its Nordic headquarters are located in Esbjerg.
Fibre2Fashion News Desk (RR)