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E-Commerce Giant Signa Sports United Goes Asia

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BERLIN, Germany – Signa Sports United expands its reach to Asia. One of Europe’s leading online sports, outdoor and bicycle platforms enters into a strategic partnership with Aeon Co. from Japan and Central Group from Thailand. According to Signa, both are “Asia’s largest retailers”.

E-Commerce Giant Signa Sports United Goes Asia
The development of a leading sports e-commerce platform in Asia will be based on the technology and the brands of Signa Sports United. - Signa Sports United

Aeon Co. is a powerhouse on its home market Japan. The company invests particularly in retail, finance, supply chain development, services and foreign business. Thai Central Group is a multinational retail, real estate and hospitality group with business relationships in Thailand, Vietnam and Europe. In addition, Central Group manages Supersports, a leading sports retailer in Thailand.

Expanding from Europe

Signa Sports United announces that the partnership underscores its long-term goal of becoming “the world’s leading e-commerce sports platform”. Signa Sports United (former Signa Retail Sports) was initiated by Karstadt and Kaufhof department store owner Signa Holding. Today it includes German Internetstores GmbH and operates e-commerce platforms like Addnature, Bikester, Brügelmann, Campz, Fahrrad.de, Tennis-Point, Outfitter and Stylefile in several European countries. In France Signa Sports United runs the online store Probikeshop.

Capital increase

As part of the strategic alliance Aeon Co. acquired a 7.5 percent share in Signa Sports United while Central Group got 4 percent. “This capital increase will be invested in our online platforms,” Signa Sport United notes in a press release. “In addition, a long-term strategic partnership was agreed for the development of a leading sports e-commerce platform in Asia based on the technology and the brands of Signa Sports United.”

For Signa Sports United MD Stephan Zoll, the strategic partnership is “An important step forward. All parties involved are leaders in their respective home markets. We are now joining forces to enter the Asian online sporting goods market. We look forward to partnering with our new shareholders Aeon and Central Group.”

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