{"id":143905,"date":"2026-03-12T15:46:13","date_gmt":"2026-03-12T14:46:13","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=143905"},"modified":"2026-03-12T15:46:14","modified_gmt":"2026-03-12T14:46:14","slug":"geox-cherche-son-souffle-apres-une-chute-de-son-chiffre-daffaires","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/geox-cherche-son-souffle-apres-une-chute-de-son-chiffre-daffaires\/","title":{"rendered":"Geox cherche son souffle apr\u00e8s une chute de son chiffre d’affaires"},"content":{"rendered":"\n

Geox<\/strong>, la marque italienne de chaussures autrefois r\u00e9put\u00e9e pour ses semelles respirantes, cherche aujourd’hui \u00e0 se renouveler : l’exercice 2025 s’est cl\u00f4tur\u00e9 avec une baisse de 8,3 % du chiffre d’affaires. La marque est en pleine restructuration strat\u00e9gique.<\/p>\n\n\n\n

Am\u00e9lioration \u00e0 la base<\/h2>\n\n\n\n

La baisse du chiffre d’affaires de 8,3 % \u00e0 608,7 millions d’euros n’est pas seulement due \u00e0 la faiblesse de la demande sur le march\u00e9, mais aussi \u00e0 des choix strat\u00e9giques d\u00e9lib\u00e9r\u00e9s. Geox s’est retir\u00e9 des march\u00e9s sous-performants tels que les \u00c9tats-Unis et la Chine, ce qui a eu un impact n\u00e9gatif de 16,7 millions d’euros sur le chiffre d’affaires. <\/p>\n\n\n\n

Hors ces sorties, le chiffre d’affaires a tout de m\u00eame baiss\u00e9 de 5,3 %, mais Geox a r\u00e9ussi \u00e0 r\u00e9duire sa perte nette de pr\u00e8s de moiti\u00e9, passant de 30,3 millions d’euros \u00e0 16,2 millions d’euros en 2025. La marge brute est \u00e9galement rest\u00e9e stable \u00e0 51 %, ce qui, selon l’entreprise, montre que la marque a conserv\u00e9 son pouvoir de fixation des prix malgr\u00e9 la baisse des ventes. <\/p>\n\n\n\n

L’EBIT ajust\u00e9 a l\u00e9g\u00e8rement diminu\u00e9 de 5,3 % pour s’\u00e9tablir \u00e0 24,8 millions d’euros. La soci\u00e9t\u00e9 a r\u00e9ussi \u00e0 r\u00e9duire consid\u00e9rablement ses co\u00fbts d’exploitation, notamment gr\u00e2ce \u00e0 une restructuration en profondeur de ses effectifs et \u00e0 une gestion plus efficace des stocks.<\/p>\n\n\n\n

Changement de cap strat\u00e9gique<\/h2>\n\n\n\n

Le nombre de magasins en propre a \u00e9galement l\u00e9g\u00e8rement diminu\u00e9, passant de 109 \u00e0 104, tandis que le nombre de magasins franchis\u00e9s et de revendeurs a diminu\u00e9 de 22. Cette rationalisation est un choix d\u00e9lib\u00e9r\u00e9 visant \u00e0 travailler avec des partenaires financi\u00e8rement plus solides et \u00e0 r\u00e9duire le risque de d\u00e9fauts de paiement. En Europe, Geox a ferm\u00e9 16 magasins et en a ouvert 8, tandis que dans d’autres r\u00e9gions, la marque a ferm\u00e9 43 magasins et en a ouvert 26.<\/p>\n\n\n\n

Geox a \u00e9galement op\u00e9r\u00e9 un changement de cap significatif en 2025, en se recentrant sur son ADN technologique. La marque, lanc\u00e9e \u00e0 l’origine avec le slogan \u00ab la chaussure qui respire \u00bb, souhaite \u00e0 nouveau miser sur l’innovation comme \u00e9l\u00e9ment distinctif et a d\u00e9j\u00e0 brevet\u00e9 de nouvelles gammes de produits.<\/p>\n\n\n\n

Pour 2026, Geox pr\u00e9voit \u00e0 nouveau une baisse de son chiffre d’affaires dans les premiers chiffres, avec une marge EBIT comprise entre 2 % et 3 %. La restructuration mise en \u0153uvre en 2025 ne devrait porter pleinement ses fruits que plus tard. Les avantages de la nouvelle collection pour femmes et l’accent mis sur l’innovation technologique ne seront \u00e9galement perceptibles qu’\u00e0 moyen terme.<\/p>\n","protected":false},"excerpt":{"rendered":"

Geox, la marque italienne de chaussures autrefois r\u00e9put\u00e9e pour ses semelles respirantes r\u00e9volutionnaires, cherche aujourd’hui \u00e0 se relancer : l’exercice 2025 s’est cl\u00f4tur\u00e9 avec une baisse de 8,3 % du chiffre d’affaires. La marque est en pleine r\u00e9orientation strat\u00e9gique.<\/p>\n","protected":false},"author":5,"featured_media":143906,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14,22],"tags":[],"people":[],"extra":[43],"company":[1593],"topic":[332,266],"region":[525],"class_list":{"0":"post-143905","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-mode","9":"extra-plus","10":"company-geox","11":"topic-restructuration","12":"topic-resultats-financiers","13":"region-italie"},"acf":[],"yoast_head":"\nGeox cherche son souffle apr\u00e8s une chute de son chiffre d'affaires - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Geox, la marque italienne de chaussures autrefois r\u00e9put\u00e9e pour ses semelles respirantes, 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