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Olivier Guyot Translated by
Cassidy STEPHENS Published
November 27,JS内容切换快排 2025
Decathlon strengthens its position in online sales of sporting goods. Four years after investing in Alltricks, a French specialist in the online distribution of cycling and running products, the French sports giant has announced the acquisition of Bergfreunde, a site dedicated to mountain activities such as hiking, mountaineering and climbing.
The purchase agreement with US company Backcountry, which took over the company 10 years ago, was signed on November 24, but is awaiting regulatory approval. The amount of the transaction for the purchase of the company was not specified. The company was founded in 2006, is present in 11 European markets and employs 600 people.
According to Decathlon's press release, Bergfreunde will continue to operate autonomously.
"This strategic partnership will enable Decathlon to strengthen its outdoor offering with a pure-player recognized and appreciated in this sector," explains the group's managing director, Barbara Martin Coppola. With a strong presence in several European markets, including Germany, Europe's largest outdoor market, Bergfreunde will enrich our ecosystem, alongside Alltricks. We are determined to support the Bergfreunde teams in accelerating their development for the benefit of their customers and partners, to get people moving through the magic of sport."
The Decathlon Group must provide logistical and operational support for the development of the e-commerce site, headed by Matthias Gebhard, which claims to market some 40,000 products and 900 brands. This new asset should enable the group to accelerate its digitalization in one of its main sectors