Our brands must be competitive at the point of sale, based on availability, convenience and breadth of product offering. ...
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
- eCommerce
- Mono-branded franchise stores
- Shop-in-shops
- Joint ventures with retail partners
- Co-branded stores with sports organizations and other brands.
These formats provide us with a high level of brand control as we either manage the stores ourselves (i.e. Retail and ecommerce) or we work closely with our wholesale partners (e.g. for mono-branded franchise stores, shop-in-shops, joint ventures and co-branded stores) to ensure the appropriate product offering and presentation at the point of sale. We intend to increase our controlled space initiatives to over 50% of Group sales by 2015 (2012: 45%). 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.