Responding to an inquiry from SGI Europe, Nike has told us that it is centralizing its operations for the Nordic countries in Sweden, while working with fewer retailers in the region. The statement came after we were alerted by subscribers to the fact that the brand was closing down its offices in Denmark and Norway. Its Finnish operations are already steered from Sweden.
“Nike has taken the decision to centralize its Nordics operations in Sweden. While we are not providing numbers, the changes are expected to lead to a net loss of jobs, which is always difficult,” said a spokesman for Nike Europe, adding the following statement:
“Nike has a bold vision to create the marketplace of the future, one closely aligned with what consumers want and need. As part of our Consumer Direct Acceleration strategy, we are doubling down on our approach, serving consumers in the Nordics with Nike Digital channels including Nike.com and apps, Nike stores, as well as a smaller number of strategic partners who share our vision to create a consistent, connected and modern shopping experience.”
“We are building a flatter, nimbler company and more quickly transforming Nike to define the marketplace of the future. We are focused on shifting resources and creating capacity to reinvest in our highest potential growth areas,” the Nike statement went on.
Declining to discuss changes in leadership, the spokesman said he could not confirm speculation that the new Nordic operation may end up being run by Thomas Antonelius. The executive served as sales director for the Nordics out of Stockholm for two years in 2012/14. He subsequently moved to Nike Europe’s office in the Netherlands to serve as football sales director for Western Europe and then as senior director for the team business in Europe.
The reorganization in the Nordic countries is in line with a previous statement made by Nike to us a few weeks ago, in relation to a streamlining of its operations in Germany, with certain still unspecified functions being transferred to Nike Europe in Hilversum. A spokesman for the company said at the time that such a process and the related timeframe will vary in certain markets based on local labour laws, works councils and consultations.”
We have now asked Nike to tell us where else in Europe it is shifting resources, but the spokesman said that he could not comment on this for now. We welcome information on this topic from our subscribers across Europe to provide leads that we can then try to verify.