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El dueño de Kappa toma el control de su distribuidor en Europa para doblar ventas hasta 2024
BasicNet quiere tener un mayor control sobre el futuro de Kappa. El grupo de moda deportiva, también dueño de Superga, ha cerrado la compra del 61% de la empresa francesa Sport Finance, que actualmente tenía la distribución de la marca deportiva en Francia, Reino Unido, Suiza, España y Portugal. La operación combina la compra de acciones de los actuales accionistas de la distribuidora, pero también una inyección de cinco millones de euros para acelerar su expansión. El objetivo duplicar el volumen de ventas de la marca en Europa en un plazo de cinco años.
La compra se ha realizado a través de BasicItalia, filial del grupo transalpino que se encarga de gestionar Kappa en el país. Esta sociedad se ha garantizado la posibilidad de adquirir el 39% restante en 2021 y 2024, momento en el que se establecerá una valoración a partir de cómo haya evolucionado el negocio de Sport Finance, cuya sede continuará en Nantes.
La distribuidora europea logró superar los 60 millones de euros de facturación en 2018 con Kappa, que a nivel global generó unos ingresos de 367,2 millones de euros para BasicNet en 2017, 1,9% más. Ahora, ambas empresas (BasicItalia y Sport Finance) “fusionarán sus operaciones de distribución de las marcas Kappa y Robe di Kappa en los principales mercados europeos”.
Kappa obtuvo unos ingresos de 367,2 millones de euros a nivel global en 2017, mientras que su socio europeo facturó 60 millones
“Esta operación responde al deseo de crear un papel significativo para Kappa en Europa, con el que podrá cumplir con éxito los altos objetivos de desarrollo de la marca en sus principales mercados en Europa”, señalan las dos compañías. Y ahí entran en juego las sinergias que podrán generar en términos de costes de aprovisionamiento, pero también a la hora de impulsar campañas de comunicación y patrocinio, así como en la firma de acuerdos con el canal multimarca.
La renombrada Kappa Europe “responderá de manera efectiva al desarrollo de la distribución en Europa, así como al nuevo modelo de distribución digital”, añaden, sobre una nueva estrategia que combinará “una oferta de productos común, segmentada por mercado y consumidores”. También habrá una mayor inversión en diseño, márketing y acciones comerciales.
El director general de BasicNet, Gianni Crespi, ha defendido esta operación porque su negocio “se ha fortalecido mediante la concentración de varios países con el mismo licenciatario”. Si bien la presidencia de la nueva empresa recaerá en Alessandro Boglione, la dirección del día a día continuará en manos de François-Xavier Chupin y Olivier Tanneau. “Además de las ambiciones obvias con respeto al volumen de negocio -en el cual, no me fijo límites- mi objetivo personal para esta segunda etapa, es construir juntos una organización sólida y eficaz, una estructura y una gama de productos competitivos, y reforzarla por un servicio al cliente eficiente”, señala Chupin.
Las cuentas anuales de 2017, último ejercicio fiscal completo, apuntan a un gasto en patrocinio y medios de 24,6 millones de euros. Kappa, en concreto, es una de las marcas más activas del grupo italiano, y sólo en el último año logró ampliar su lista de clubes patrocinados con Real Betis y Cultural Leonesa, en el fútbol español, así como el Castres Olympique y el Welsh Pontypridd de rugby. Un año antes también sumó a Racing de Avellaneda en Argentina, FC Lorient de la Ligue-1 y varias federaciones.
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