The acquisition of US-based sports equipment maker Reebok by its German competitor Adidas will change the hierarchy on the Romanian market, as well, which is put at over 20 million euros.
The cumulated sales of the two groups could outstrip those of the current leader, US company Nike, according to some estimates.
"We have a very good position on the fashion segment, as well as the basic product segment," says Dan Tudose, sales manager for Kraus & Co, a company that imports and distributes Reebok products in Romania.
For its part, Adidas has a strong position on the main segments of the local market, market sources maintain, such as sports products and sports gear, as well as the fashion product segment (where it launched the Ilie Nastase shoe line this spring). The German group also decided to establish its own company for the Romanian market last year: Adidas Romania.
Tiberiu Almaghe, the general manager of Adidas Romania, declined to comment on the impact of the deal on the local market. Adidas officials were expecting turnover to double amid plans to open a number of stores in Romania. In the spring of this year Adidas Romania had five stores, and they plan to open a further four by the end of 2005 (this is in addition to the ten existing stores opened through franchises in various cities across the country).
Until earlier this year the main player on the domestic sports equipment market was Nike, which was present through Elmec Romania.
Other important players on the domestic market are Lotto and Puma, which are both represented by local importers.
Pentru alte știri, analize, articole și informații din business în timp real urmărește Ziarul Financiar pe WhatsApp Channels
