Sports brand Adidas closes four Original Stores in the Netherlands. Earlier this year, five Dutch brand stores were already closed. Only two Original Stores will remain open.
Ten years ago, the sports brand entered the Dutch offline market with its Original Stores. Frank Basters, a spokesman of Adidas, says to regional newspaper De Gelderlander that the aim of the brand was to become visible for the consumer. The brand wasn't satisfied with the distribution by third-party sellers. The Dutch concept was unique in its own way.
These days, the landscape for sports brands has changed drastically. "Adidas Originals is an established brand with more distribution through larger retailers like JD Sports and Footlocker," states Basters. The spokesman also says that consumers find their way to the brand online too.
It can be seen as a striking move by Adidas. In the current offline retail landscape, large brands often choose for a similar type of experience brand stores the sports brand is closing.
By continuing to use the site, you agree to the use of cookies. more information
The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this.