ASICS Europe reports strong first half sales
ASICS Europe has reported a 16% increase in net sales in the first half of 2014 as the sportswear brand saw strong growth across apparel and footwear in its running and tennis categories.
From January to June 2014, running footwear sales rose by 17.9% while running apparel sales climbed by 28.7%. There was particularly strong growth in the women’s segment.
ASICS said it will look to build on this growth in the second half of 2014 through brand-marketing initiatives including TV advertising.
Activity will also include an editorial partnership with Eurosport focused on the upcoming European Athletics Championships which will highlight ASICS’ role as official supplier and major sponsor for the Dutch, French, Italian and Finnish Athletics Federations. In addition, the brand will launch its own TV documentary to showcase its world-first trail challenge ‘ASICS Outrun the Sun’.
Sales growth was generated across all of ASICS’ European sales subsidiaries. ASICS Germany, Benelux, Austria, Norway and Russia posted a solid single digit growth while ASICS France, Spain, Italy, UK, Sweden, Denmark and Poland, delivered strong double digit growth. Sales in ASICS own retail outlets increased by 44.3%.
ASICS Europe chief executive Alistair Cameron said: “Our impressive growth is reflective of ASICS’ focus on continuous improvement. We’re extremely pleased with the growth rate, which is consistent across our European markets. Also, with our market share of apparel increasing year-on-year, the brand-portfolio is strategically balanced, providing a clear indication we’re strongly positioned to achieve our ambitious targets.”
ASICS has recently opened its biggest European distribution centre at Krefeld in Germany to help drive further growth across the region.
