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SIGNA Sports United forms strategic partnership

December 21, 2018

SIGNA Sports United forms strategic partnership with Asia’s largest retail companies AEON and Central Group

  • AEON Co. acquires 7.5% and Central Group 4% share in SIGNA Sports United, continental Europe’s leading sports e-commerce platform through issuance of new shares
  • The partners have agreed on a long-term strategic partnership to develop the Asian sports retail market
  • Proceeds from the capital increase will be invested into SIGNA Sports United’s growth strategy to becoming the global #1 sports e-commerce platform

Berlin, Tokyo, Bangkok: December 21th 2018 – SIGNA Sports United continues to expand and is entering into a strategic partnership with Asia’s largest retail companies AEON and Central Group. With this partnership, SIGNA Sports United is underlining its long-term goal of becoming the number one global sports e-commerce platform.

AEON Co., the leading #1 retailer in Japan will acquire 7.5% and Central Group, the leading retailer in Thailand and South-East Asia will acquire 4% in SIGNA Sports United through issuance of new shares. The proceeds from the capital increase will be invested into SIGNA Sports United’s growth strategy.

In addition to the financial investment, the partners have agreed to enter a long-term strategic partnership to build a leading sports retail platform in Asia following the successful sports specialists’ strategy of SIGNA Sports United in Europe. “This is a major step forward for our group”, says Stephan Zoll, CEO of SIGNA Sports United. “Both partners have leading positions in their respective home markets and we are now joining forces to pave the way into the Asian sports online retail market. Global expansion is part of SIGNA Sports United’s long-term strategy and we are grateful for this partnership with our new shareholders AEON and Central Group.”

Asia is amongst the fastest growing online sports retail markets in the world. Motoya Okada, CEO and President of AEON: “In Japan, with the rising of health-consciousness, the health & wellness and sports market are regarded as a growing market. Our strategic investment and partnership with SIGNA Sports United comes at the right time for the Summer Olympics in Tokyo in 2020. The sports online market in our region will more than double in the next 5 years and the partnership with SIGNA Sports United will allow us to grow our share in the Asian online sports retail market and to increase the online sales share for AEON overall in line with our strategy.”

AEON and Central Group are not only clear leaders in their markets. They are also the largest operators of shopping malls with the most extensive customer access and outstanding logistics and distribution capacities in the region. “Central’s Supersports is the No. 1 Sports Retailer and Distributor in Thailand and Vietnam, and the No. 2 in Southeast Asia. The partnership with SIGNA Sports United will give us access to excellent online knowledge, cutting-edge technology and outstanding private label brands in some of the most important sports categories for our Asian markets. This is a truly unique opportunity for all of us”, emphasizes Tos Chirathiviat, CEO of Central Group.

SIGNA Sports United is the leading online sports platform in Continental Europe. In the past financial year ending September 2018, SIGNA Sports United achieved over 20% net revenue growth while the group operates profitably since several years already. SIGNA Sports United’s strategy is following a clear sports specialists approach whereby leading online shops for Bike, Tennis, Outdoor, Team Sports & Athleisure are powered by a group-wide synergistic growth platform for Marketing, Logistics, Tech and Business Intelligence. This way, SIGNA Sports United achieves unparalleled high customer satisfaction with cost efficient operations at the same time.

About AEON

Aeon as the No.1 retailer in Japan, has achieved growth by expanding the business fields from its starting point of retail, financial, SC Development, service and international business that support the daily lives of customers. Aeon is as well present in 13 other Asian countries and over 21,000 points of sales. For further details, visit https://www.aeon.info/en.

About Central Group

Central Group is a multi-national Retail, Property, and Hospitality Conglomerate with major presence in Thailand, Vietnam and Europe. Central Retail is a dominant player across multiple food and non-food retail formats and categories with several flagship brands, including Supersports – the No. 1 sports retailer in Thailand and Vietnam. CPN is Thailand’s No. 1 Shopping Center Deveoper-Operator, with expanding footprint in Southeast Asia. Centrara owns and manages over 60 hotels in multiple countries. In Europe, Central owns a portfolio of Luxury Department Stores including Rinascente in Italy and Ilum in Denmark, along with KaDeWe, Oberpollinger, and Alsterhaus in Germany. For further details, visit www.centralgroup.com.

About SIGNA Sports United

SIGNA Sports United is the leading sports e-commerce platform in continental Europe in its core Bike, Outdoor, Tennis, Team Sports & Athleisure categories – in terms of both technology and revenue. SIGNA Sports United owns brands such as internetstores (Europe’s number one in the biking and outdoor sectors), Tennis-Point (Europe’s leading tennis retailer), Outfitter and Stylefile (Europe’s top team sports and leisure retailer). For further details, visit www.SIGNA-sportsunited.com.