Herzogenaurach, 17/04/2001 - With immediate effect, adidas-Salomon has assumed control of its longstanding partner in Denmark, Sportgoods A/S.
adidas-Salomon is convinced that this step will further strengthen control over the brand and allow more intensive servicing of the market in Denmark. In taking this step, adidas-Salomon is expanding its Area Concept, which combines subsidiaries into larger units. adidas Denmark will be integrated into the new, enlarged “Area Nordic” with adidas Sweden, adidas Norway and adidas Finland.
Through the Area concept customers in Denmark can be offered a broader product range, and integrated marketing activities will help to improve the positioning of the adidas brand in Denmark.
Assumption of control over the former distributor is part of the adidas-Salomon Growth and Efficiency Program, which aims to put the company onto a steeper growth track.
The contracting partners have agreed to maintain confidentiality with respect to the purchase price paid.