US sports store closures are making Amer focus on direct-to-consumer
24/11/2017
In recent comments, Amer chief executive, Heikki Takala, said the group believes that growing its direct-to-consumer business will be the best way forward in the coming years. He explained: “The number of our wholesale customers in the US has decreased by more than 1,000 stores in the last 18 months in the US. This has eliminated between 4% and 5% of our US sales and more than 2% of the group’s total sales.”
He said store closures have affected the whole US retail sector, not just in the sporting goods business.
Thanks to investment in recent years in brand-building and in setting up its own stores and its own e-commerce businesses, Amer now achieves 25% of sales by selling directly to consumers and Mr Takala has said the group will aim to double its direct-to-consumer sales in the next four years.
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