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Asics sales slip despite restructuring

Asics’ consolidated net sales in its Europe, Middle East and Africa (EMEA) market declined by 9% for the first quarter of the financial year to 31 March, after the sportswear brand combined its direct-to-consumer and wholesale businesses.

Despite the drop, direct-to-consumer sales across retail channels increased by 17% and ecommerce sales grew by 130% year on year. The brand reported “strong results” from own-store expansion.

At the start of 2019 Asics restructured EMEA operations to “reflect a global, category management approach”, and merged direct-to-consumer and wholesale divisions under a new management team.

The changes, it said, “will enable Asics to drive category-led strategies and take a more holistic view of the marketplace”. 

In February 2019, Ascics launched its the Metaride shoe with Guidesole technology designed “to make running further easier”, thanks to a curved sole.

Asics EMEA CEO Alistair Cameron said: ”Our priority is to win in performance running. Running is our heartland and we will continue to focus on developing breakthrough innovations, such as Metaride, to give all runners access to the best and most advanced gear available.”



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