The sportswear giant Nike announced the decision to stop supplying the independent retailers by 2021.
As reported by the Sunday Times, Nike intends to focus on a new distribution strategy that involves the purchase of products only through the brand’s official channels as the SNEAKRS app and their flagship stores.
This choice, absolutely advantageous for the American brand (but not for the retailers), will lead to definitively close all the collaborations with independent retailers in favor of greater profit implementation.
The aim is to centralize their distribution control by the end of 2021.
“Their way of managing the stock is no longer in line with Nike’s distribution strategy,” says Mark Parker, CEO of the brand, which since last year has reported a 44.7% increase in profits following this trend already started in 2017.
The swoosh empire therefore shows itself to be more solid than ever and ready to fight for its independence.
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