JD Sports has successfully acquired Courir, a leading sneaker retailer in France, to strengthen its European presence.
- Courir, known for its significant market share, operates 323 stores across several European countries and beyond.
- The acquisition is a part of JD Sports’ strategy to broaden its customer base, focusing more on fashion-conscious females.
- JD Sports plans to divest 21 Courir stores in France and Portugal to meet European Commission requirements.
- In 2023, Courir reported substantial revenue, highlighting its strong market position.
JD Sports has announced the completion of its acquisition of the French sneaker retailer Courir. This strategic move, amounting to €520 million (£433 million), received approval from the European Commission and is aimed at solidifying JD Sports’ foothold in the European market. The French sneaker market is the largest in Europe, and Courir is a leading player in this space, operating 323 stores across several European nations including France, Spain, Belgium, the Netherlands, Portugal, and Luxembourg. Additionally, Courir extends its reach with 36 franchise locations across North West Africa, the Middle East, and French overseas territories, alongside three premium women’s sneaker concept stores.
JD Sports’ CEO, Régis Schultz, expressed excitement over the acquisition, emphasising the potential to expand JD Sports’ customer demographics. Schultz stated, “The completion of our acquisition of Courir is an exciting milestone for our Complementary Concepts strategy in Europe. This acquisition will broaden the JD Group’s customer reach, adding a more female, fashion-conscious, and older customer base to complement our core customers.”
In compliance with the European Commission’s approval conditions, JD Sports will divest a total of 21 Courir stores — 15 in France and all six in Portugal — to the German sneaker retailer Snipes in the first quarter of the fiscal year 2026. These stores will continue to operate under the Courir name until the divestment process is complete.
Revenue figures for Courir in 2023 reflect its substantial market presence, with a reported revenue of €725.8 million (£604 million) and a profit before interest and tax amounting to €50.3 million (£41 million). Régis Schultz anticipates a fruitful collaboration with the existing management team to further develop the Courir brand across Europe.
Overall, JD Sports’ acquisition of Courir signifies a strategic enhancement of its market position in Europe.
