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Asics records EMEA sales drop

Sportswear brand Asics has reported a drop in sales for Europe, the Middle East and Africa in the first nine months of 2018. 

Consolidated net sales for the period across the region dropped by 4% compared with the same period in 2017.

Last year, Asics opened six new concept stores in Europe and promised to place a renewed focus on its digital marketing and merchandising output.

Asics’ own stores reported 11% growth, while ecommerce sales grew 85% sales compared with the same period last year.

Emerging markets performed well. Asics reported 2% growth in South Africa, 17% growth in Russia and, despite the overall EMEA drop in sales,  131% growth in the Middle East.

In core product categories, sales of running footwear remained stable, tennis footwear increased by 2.4% and Asics’ heritage lifestyle brand Onitsuka Tiger increased by 28%.

Alistair Cameron, Asics EMEA CEO, said: “We have radically transformed our business to drive future growth by building closer consumer connections, prioritising strategic business initiatives and becoming more responsive in a rapidly changing world.

“We are encouraged by the growth in key strategic areas and with our strategic partners after a tough start to the year. We are confident that our new focus will continue to deliver results.”

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