Our brands must be competitive at the point of sale, based on availability, convenience and breadth of product offering. As a result, we are continuously refining our distribution proposition with a strong focus on controlled space. ...
Our brands must be competitive at the point of sale, based on availability, convenience and breadth of product offering. As a result, we are continuously refining our distribution proposition with a strong focus on controlled space. Controlled space includes:
- Own-retail business
- E-commerce
- Mono-branded franchise stores
- Shop-in-shops
- Joint ventures with retail partners
- Co-branded stores with sports organisations and other brands.
These formats provide us with a high level of brand control, as we either manage the stores ourselves (i.e. own retail and e-commerce, managed by our Retail segment) or we work closely with our partners (e.g. for mono-branded franchise stores, shop-in-shops, joint ventures, co-branded stores, managed by our Wholesale segment) to ensure the appropriate product offering and presentation at the point of sale. We intend to increase our controlled space initiatives to 45% of Group sales by 2015. This will mainly be driven by growth in our Retail segment and the expansion of our own-store base as well as by growth initiatives within our Wholesale segment, such as the expansion of our franchise business.