Senior Correspondent, IndianRetailer.com & Retailer Magazine Nov 14, 2019 / 3 MIN READ
Nike will stop selling its sneakers and apparel directly on Amazon’s website. The athletic brand has ended a pilot program that started in 2017.
Nike is preparing to offer a more direct customer experience. The brand will continue to use Amazon Web Services to power its apps and web services.
Big brands have left the e-commerce giant's platform due to sales of counterfeit products and unauthorised sellers, which undermines the value of the original brands.
The company said in a statement, “As part of Nike’s focus on elevating consumer experiences through more direct, personal relationships, we have made the decision to complete our current pilot with Amazon Retail.”
“We will continue to invest in strong, distinctive partnerships for Nike with other retailers and platforms to seamlessly serve our consumers globally,” it added.
The store, which has served fitness enthusiasts who live, work, and play in South Delhi’s Saket District for the past 15 years, brings a renewed focus on women and member services to inspire Delhi-ites to make sport a daily habit.
The US-headquartered company is further planning to bring down these retail outlets to around 100.
Hurley was acquired by Nike in 2002.
Chinese sales fell 5% (year on year) in Q4 2019 despite a strong digital segment growth (30% year on year). Margins were affected by the closure of 5,000 Chinese stores during Q4 2019.
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