{"id":8445,"date":"2015-02-27T15:37:59","date_gmt":"2015-02-27T15:37:59","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/billabong-refait-surface\/"},"modified":"2015-02-27T15:37:59","modified_gmt":"2015-02-27T15:37:59","slug":"billabong-refait-surface","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/billabong-refait-surface\/","title":{"rendered":"Billabong refait surface"},"content":{"rendered":"

Billabong rena\u00eet de ses cendres<\/h2>\n

Ces derni\u00e8res ann\u00e9es Billabong a travers\u00e9 des eaux houleuses : l\u2019entreprise avait perdu le contact avec ses clients, d\u2019o\u00f9 une baisse du chiffre d\u2019affaires et l\u2019accumulation de pertes. Une situation qui a entra\u00een\u00e9 plusieurs changements au niveau du management et quelques reprises rat\u00e9es.<\/p>\n

Apr\u00e8s une profonde r\u00e9organisation, Billabong semble \u00e0 nouveau remonter la pente : durant la premi\u00e8re moiti\u00e9 de l\u2019exercice en cours Billabong est parvenu a g\u00e9n\u00e9r\u00e9 un petit b\u00e9n\u00e9fice, alors qu\u2019au cours de cette m\u00eame p\u00e9riode un an plus t\u00f4t la marque essuyait une perte de 126,3 millions de dollars (environ 90 millions d\u2019euros).<\/p>\n

De plus gr\u00e2ce \u00e0 une recapitalisation, l\u2019endettement net a pu \u00eatre r\u00e9duit de 175 millions de dollars fin 2013 \u00e0 56,7 millions de dollars fin 2014 (de 120 \u00e0 40 millions d\u2019euros).<\/p>\n

\n
Au niveau commercial il reste des progr\u00e8s \u00e0 faire<\/h2>\n

Toutefois il reste du pain sur la planche, admet le CEO Neil Fiske, car le b\u00e9n\u00e9fice s\u2019explique en grande partie par la baisse des co\u00fbts. Mais commercialement parlant il y a encore des progr\u00e8s \u00e0 faire, car le chiffre d\u2019affaires au cours de la premi\u00e8re moiti\u00e9 de l\u2019exercice a chut\u00e9 de 667 \u00e0 537,5 millions de dollars (465 \u00e0 375 millions d\u2019euros). Pour les activit\u00e9s poursuivies on observe un recul de 524,6 \u00e0 522,1 millions de dollars (365 \u00e0 363 millions d\u2019euros).<\/p>\n

L\u2019un des objectifs de la cha\u00eene est d\u2019am\u00e9liorer sa strat\u00e9gie online : \u00ab Ces derni\u00e8res ann\u00e9es nous avons trop peu investi dans ce domaine \u00bb, estime Fiske. Aujourd\u2019hui la plate-forme online de Billabong est enti\u00e8rement sous son contr\u00f4le. \u00ab Cela nous permettra de miser pleinement sur l\u2019omnichannel, \u00e0 commencer par l\u2019Australie. \u00bb<\/p>\n

Par ailleurs six marques en vente via des magasins multimarques australiens seront remplac\u00e9es par une marque unique, de fa\u00e7on \u00e0 renforcer l\u2019impact commercial.<\/p>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

Billabong rena\u00eet de ses cendres Ces derni\u00e8res ann\u00e9es Billabong a travers\u00e9 des eaux houleuses : l\u2019entreprise avait perdu le contact avec ses clients, d\u2019o\u00f9 une baisse du chiffre d\u2019affaires et l\u2019accumulation de pertes. Une situation qui a entra\u00een\u00e9 plusieurs changements au niveau du management et quelques reprises rat\u00e9es. Apr\u00e8s une profonde r\u00e9organisation, Billabong semble \u00e0 […]<\/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":[25],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-8445","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"\nBillabong refait surface - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/general\/billabong-refait-surface\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Billabong refait surface - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Billabong rena\u00eet de ses cendres Ces derni\u00e8res ann\u00e9es Billabong a travers\u00e9 des eaux houleuses : l\u2019entreprise avait perdu le contact avec ses clients, d\u2019o\u00f9 une baisse du chiffre d\u2019affaires et l\u2019accumulation de pertes. 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