European sportswear giant adidas has chosen a direct approach for the Romanian market, by taking over the exclusive adidas outlets operated by the Alltrom Service company, a branch of the Alltrom group, controlled by businessman Nicolae Badea. "We look at the Romanian market as having great potential in Eastern Europe for the future, therefore we have decided to establish a subsidiary in Romania that now is independently responsible for the market. We strongly believe that the Romanian market will become one of the major stakeholders in Eastern Europe in the near future," Matthias Nierle, PR official of the German group adidas, told Ziarul Financiar.
adidas has long been the most popular sportswear manufacturer in Romania, which explains why the German company has always been interested in this market, but, nonetheless, took its time before making the decisive step and opening its own branch in this country.
"We appointed a distributor in 1997. After 5 years of operations, our Hungarian subsidiary took over the business and established a representative office in Bucharest. For two years, this representative office continued building the brand and the distribution network. Alltrom Service used to be the distributor in Romania doing a great job in building up the market from scratch and, after two years of cooperation as a retailer with our representative office, we have decided to take over part of their network. These stores will be run by adidas Romania in the future," Nierle added.
However, Nierle would not disclose the amount adidas paid to take over the stores from Alltrom Service. Alltrom Service officials could not be reached by press time. The company used to operate three exclusive adidas outlets based in Bucharest and another one in the country.
Pentru alte știri, analize, articole și informații din business în timp real urmărește Ziarul Financiar pe WhatsApp Channels
