Adidas management announced plans for the coming years to close a large number of stores in order to focus on development in the online sales segment.
This was stated by the executive director of Adidas Kasper Rorsted in an interview with the Financial Times. “Over time, we will have fewer stores, but they will be better,” he said, adding that the number of Adidas stores will decrease slightly next year. “Our most important store in the world is our online store,” Rorsted said.
Adidas intends to double sales through the online store and bring its volume to 4 billion euros by 2020 year, with 1,6 billion euros received by the company from online trading last year. Currently, Adidas branded retail chain in the world has 2500 of its own stores and 13000 franchised.
By the way, in 2017, Adidas closed about 160 stores in Russia.