Following regulatory approvals, Decathlon has completed the acquisition of Bergfreunde, the German-based online specialist retailer for mountain sports, climbing, and outdoor equipment from Backcountry, the TSG Consumer-backed outdoor gear and apparel specialist in the US.
Bergfreunde generated €242m in revenues in 2022.
Bergfreunde will enable Decathlon to connect with new customers in the outdoor-premium market segment via a fully digital business model while expanding its presence in several major European markets.
Decathlon said it intends to support Bergfreunde’s leadership in the long term as they continue their development and growth journey. Bergfreunde will remain an autonomous and independent subsidiary, operating under the Bergfreunde brand and further enhancing their current business model under the leadership of its existing management.
