Asics Europe Announces Sales Boost
ASICS Europe has revealed accelerated growth across EMEA in its half year results for 2014, delivering an overall 16.0% increase in net sales between January and June, largely driven by strong growth across apparel and footwear in the brand’s running and tennis categories.
In the brand’s key strategic categories, running footwear and running apparel, both categories achieved double-digit growth – up by 17.9% and 28.7% respectively – with particularly strong growth in the women’s segment.
According to the brand, ASICS plans to build on the growth in the second half of 2014 through brand-marketing initiatives, including a new burst of above-the-line media focus on its ‘Better your Best’ brand campaign, including TV advertising.
Activity also features an editorial partnership with Eurosport focused on the European Athletics Championships, taking place in Zurich from 12th to 17th August, highlighting ASICS’ role as official supplier and major sponsor for the Dutch, French, Italian and Finnish Athletics Federations.
Additionally, ASICS will launch its own TV documentary globally, showcasing its recent trail challenge, ‘ASICS Outrun the Sun’.
From a retail perspective, sales in ASICS own retail outlets increased by 44.3%.
Alistair Cameron, CEO of ASICS Europe B.V, commented: ‘Our impressive growth is reflective of ASICS’ focus on continuous improvement. We’re extremely pleased with the growth rate, which is consistent across our European markets. Also, with our market share of apparel increasing year-on-year, the brand-portfolio is strategically balanced, providing a clear indication we’re strongly positioned to achieve our ambitious targets.’
‘In addition, with the recent opening of our biggest European Distribution Centre (Krefeld, Germany), we’ve created a state-of-the-art facility to drive further growth across the region and reinforce our commitment to the highest qualities of customer service.’
