{"id":15774,"date":"2016-12-08T10:26:32","date_gmt":"2016-12-08T10:26:32","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/bjorn-borg-rachete-son-distributeur-du-benelux\/"},"modified":"2016-12-08T10:26:32","modified_gmt":"2016-12-08T10:26:32","slug":"bjorn-borg-rachete-son-distributeur-du-benelux","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/bjorn-borg-rachete-son-distributeur-du-benelux\/","title":{"rendered":"Bj\u00f6rn Borg rach\u00e8te son distributeur du Benelux"},"content":{"rendered":"<p><strong>Bj\u00f6rn Borg <\/strong>rach\u00e8te <strong>Baseline Group<\/strong>, le distributeur de ses produits au Benelux. Cette acquisition doit permettre aux Su\u00e9dois \u00ab d\u2019acc\u00e9l\u00e9rer l\u2019int\u00e9gration verticale, conform\u00e9ment \u00e0 la strat\u00e9gie visant \u00e0 se rapprocher des consommateurs et des retailers. \u00bb<\/p>\n<p><!--break--><\/p>\n<h2>Le plus grand march\u00e9, devan\u00e7ant m\u00eame la Su\u00e8de<\/h2>\n<p>Le 2 janvier 2017 Bj\u00f6rn Borg sera propri\u00e9taire de Baseline Group, qui jusqu\u2019\u00e0 pr\u00e9sent \u00e9tait charg\u00e9 du wholesale des sous-v\u00eatements et des v\u00eatements de sport, de l\u2019exploitation de douze concept stores et outlet stores aux Pays-Bas et en Belgique et de la logistique pour le march\u00e9 local. Baseline Group emploie 90 personnes et a r\u00e9alis\u00e9 un chiffre d\u2019affaires d\u2019environ 23,3 millions d\u2019euros pour Bj\u00f6rn Borg en 2015.<\/p>\n<p>\nAvec 26% des ventes en 2015, le Benelux est le plus grand march\u00e9 de Bj\u00f6rn Borg, devan\u00e7ant m\u00eame le march\u00e9 domestique su\u00e9dois. C\u2019est \u00e9galement le march\u00e9 o\u00f9 la marque est la plus solidement implant\u00e9e dans le domaine des v\u00eatements de sport, une cat\u00e9gorie de produits essentielle pour Bj\u00f6rn Borg en tant que marque de mode sportive.<\/p>\n<p>\nLes Su\u00e9dois d\u00e9bourseront 1,25 million d\u2019euros pour l\u2019ensemble des actions et des pr\u00eats d\u2019actionnaire de Baseline Group durant une p\u00e9riode de trois ans. Dans le cadre de cette transaction, Bj\u00f6rn Borg rach\u00e8tera \u00e9galement le financement du fonds de roulement aux banques locales, avec un maximum de 2,8 millions d\u2019euros. La dette porteuse d\u2019int\u00e9r\u00eats du groupe augmentera \u00e0 hauteur de ce m\u00eame montant.<\/p>\n<h2>\n\u00ab Timing parfait \u00bb<\/h2>\n<p>\u00ab Gr\u00e2ce \u00e0 cette acquisition des activit\u00e9s au Benelux nous renfor\u00e7ons le potentiel que nous percevons sur ce march\u00e9 \u00bb, commente le CEO Henrik Bunge. \u00ab En outre nous pouvons am\u00e9liorer la continuit\u00e9 de notre business en nous appuyant sur une plate-forme qui existe d\u00e9j\u00e0. Nous consid\u00e9rons ceci comme un important investissement pour notre croissance future. \u00bb<\/p>\n<p>\nSuite \u00e0 l\u2019int\u00e9gration de Baseline dans le groupe Bj\u00f6rn Borg, le chiffre d\u2019affaires annuel net augmentera probablement d\u2019environ 100 millions de couronnes su\u00e9doises (environ 10 millions d\u2019euros). Le groupe estime qu\u2019il y a \u00ab d\u2019importantes opportunit\u00e9s afin de g\u00e9n\u00e9rer davantage de chiffre d\u2019affaire et de b\u00e9n\u00e9fice au Benelux, tant en optimalisant les processus internes que par une augmentation des ventes dans les magasins en gestion propre et via des tiers. \u00bb<\/p>\n<p>\nCette reprise arrive au bon moment, affirme Bunge : \u00ab Le timing est parfait, car 2017 est la premi\u00e8re ann\u00e9e o\u00f9 nous n\u2019aurons plus \u00e0 payer l\u2019ancien propri\u00e9taire de la marque Bj\u00f6rn Borg suite \u00e0 une clause d\u2019earn-out. Ceci nous renforce financi\u00e8rement, ce qui nous permet d\u2019entreprendre cette op\u00e9ration. \u00bb<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bj\u00f6rn Borg rach\u00e8te Baseline Group, le distributeur de ses produits au Benelux. Cette acquisition doit permettre aux Su\u00e9dois \u00ab d\u2019acc\u00e9l\u00e9rer l\u2019int\u00e9gration verticale, conform\u00e9ment \u00e0 la strat\u00e9gie visant \u00e0 se rapprocher des consommateurs et des retailers. \u00bb Le plus grand march\u00e9, devan\u00e7ant m\u00eame la Su\u00e8de Le 2 janvier 2017 Bj\u00f6rn Borg sera propri\u00e9taire de Baseline Group, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"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":[22],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-15774","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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