Adidas directly operates 2,500 stores globally and has an additional 13,000 mono-branded stores operated by franchisees. In an interview with the Financial Times, the Adidas Group's chief executive, Kaspar Rorsted, said that he expects the total number of stores to contract slightly, but “they will be better.”
Rorsted has already indicated his intention to boost Adidas' total turnover by 10 to 12 percent annually, especially through additional sales over the internet, which should more than double over the next two years to €4 billion. In this context, the absolute spread between online and offline retailing will increase.
“Our website is the most important store we have in the world,” he told the FT, in terms of recruitment, allocation of resources and infrastructures. The bulk of this year's capital expenditure budget will be earmarked for digital operations.
“Ten years ago, our stores were a revenue-driver. In the future, they will also be a driver for the brand,” he said. Rorsted wants them to become a “destination” where customers can fully experience the brand. One example of that is a new store recently opened in Chicago where Adidas works closely with local artists who showcase their work.
