DECATHLON completes the acquisition of Bergfreunde

Following regulatory approvals, Decathlon, finalized the acquisition of Bergfreunde, the German-based online specialist retailer for mountain sports, climbing, and outdoor equipment from Backcountry, the TSG Consumer-backed outdoor gear and apparel specialist in the US.
Bergfreunde generated EUR242m in revenues in 2022.

Fully aligned with DECATHLON’s development strategy, Bergfreunde will enable DECATHLON to connect with new customers in the outdoor-premium market segment via a fully digital business model while expanding its presence in several major European markets.

DECATHLON intends to support Bergfreunde’s leadership in the long term as they continue their strong development and growth journey. Bergfreunde will remain an autonomous and independent subsidiary, operating under the Bergfreunde brand and further enhancing their current business model under the leadership of its existing management.

This strategic investment will benefit Bergfreunde’s expert and passionate customers, its partners, and its teams. It also represents a genuine partnership between two brands that share the same values and commitment to people and the planet.

Lazard acted as the exclusive financial advisor to Decathlon, Cleary Gottlieb Steen & Hamilton LLP acted as legal advisor. Decathlon also received support from KPMG for financial and tax due diligences and Deloitte for commercial and IT due diligences.

DECATHLON is the world’s largest sporting goods retailer, with over 1,700 stores in more than 70 countries. With its integrated business model, DECATHLON specialises in the creation and production of innovative sporting goods designed to delight and move people through the wonders of sport all around the world.

Bergfreunde GmbH is an online specialist retailer for mountain sports, climbing, and outdoor equipment. The range includes 40,000 items from over 900 brands for the ambitious climber, the expedition mountaineer, and the sport and nature enthusiast in the city. The online pure-player sells exclusively online, which is localized for a total of twelve European markets, including the Netherlands and France. The outdoor online retailer employs over 600 people at the administrative location in Kirchentellinsfurt and the logistics location in Ergenzingen near Tübingen. The managing directors are Matthias Gebhard and Ronny Höhn.