JD Sports has acquired French sneaker retailer Courir for €520m (£433m) after gaining approval from the European Commission.
- Courir is a leading brand in France, Europe’s largest sneaker market, and operates 323 stores across six European countries.
- The acquisition aligns with JD Sports’ strategy to expand its customer base, appealing to more female, fashion-conscious, and older customers.
- JD Sports plans to divest 15 Courir stores in France and all six in Portugal to German company Snipes in early 2026.
- Courir’s 2023 revenue reached €725.8m, demonstrating a strong financial position and potential for growth in the JD Group.
JD Sports, a prominent player in the sportswear industry, has successfully completed the acquisition of Courir, a French sneaker retailer, for a significant €520m (£433m). This move was facilitated by the European Commission’s approval, which underscores the strategic expansion efforts of JD Sports within the European market. Positioned as a market leader, Courir holds substantial influence in France, Europe’s most prominent sneaker market.
The acquisition marks a decisive step in JD Sports’ pursuit of strengthening its presence in Europe. Courir operates an impressive network of 323 stores spread across France, Spain, Belgium, the Netherlands, Portugal, and Luxembourg. Moreover, it maintains 36 franchises in North West Africa, the Middle East, and French overseas territories. The inclusion of three stores under the ‘Naked’ brand, which caters specifically to women’s sneakers, further enriches JD Sports’ portfolio.
Régis Schultz, CEO of JD Sports, regards the acquisition as a pivotal moment for the company’s Complementary Concepts strategy in Europe. By integrating Courir into its offerings, JD Sports not only expands its geographical reach but also broadens its demographic appeal. The focus on attracting a female, fashion-forward, and mature customer base complements JD Sports’ existing client profile, creating a more comprehensive service offering.
As part of the acquisition’s regulatory requirements, JD Sports will proceed to divest 15 Courir stores located in France and all six stores in Portugal. These stores are set to be acquired by Snipes, a German sneaker enterprise, by the first quarter of fiscal year 2026. Until the completion of their sale, these locations will continue to operate under the Courir brand.
Financially, Courir exhibited robust performance in 2023, reporting revenues of €725.8m and a profit before interest and taxes of €50.3m (£41m). This strong economic performance highlights Courir’s market potential and its contribution to JD Sports’ growth objectives. JD Sports expressed enthusiasm in welcoming Courir’s management team, led by Pierre Chambaudrie, to the group and anticipates collaborative efforts to further develop the brand across Europe.
The acquisition of Courir significantly enhances JD Sports’ European footprint and customer base, marking a new chapter in its growth strategy.
