Alltricks partners with Decathlon
04/09/2019
After some hesitation about maintaining its independence by partnering with a new investment fund, the French leader in online cycling equipment sales, Alltricks, has joined the Decathlon group.
The sports retail group owned by the Mulliez family announced that it has acquired a majority stake, notably organizing the exit of investors Partech, Entrepreneur Venture, 123 IM, Sonorfi, and Financière de la Gommerie, as well as several business angels. These investors had remained minority shareholders since Alltricks’ last funding round, completed over two years ago for €7.3 million. As for the founder and CEO Gary Anssens, he has committed to remain in charge for several years and currently retains a “significant” share of the capital. Indeed, the potential synergies between the two companies are very attractive.
From the acquirer’s perspective, the acquisition will enable Decathlon to further boost its online sales while regaining a segment of amateur cyclists who had been somewhat neglected in favor of the development of the group’s own brands, notably B-Twin. For Alltricks, joining a group the size of Decathlon will massively accelerate its transition towards an omnichannel model thanks to Decathlon’s 315 stores across France. It will also naturally facilitate further international expansion, already underway in neighboring countries, especially Spain. More than 20% of Alltricks’ €65 million turnover already comes from exports. Profitable, the specialized retailer founded in 2008 expects to generate €80 million in revenue this year.
---------------
Buy-side advisors:
- M&A: Septentrion Finance (Damien Barenne, Thibaut Bouchoir)
- Financial due diligences: Eight Advisory (Florence Khayat, Arnaud Bensaid, Charlotte Thomas, Guillaume Rembry, Kevin Pau)
- Legal: Doceo (Benjamin Chevalier)
Sell-side advisors:
- M&A: Vulcain Finance (Thierry Flaque-Pierrotin, Michael Schor, Amaury Cavé, Marilène Coupeau)
- Legal: Orrick (Patrick Tardivy, Benjamin Cichostepski, Lara Donnedieu de Vabres, Patrick Hubert, Emmanuel Bénard)
- Financial due diligences: EY (Emmanuel Picard, Renaud Regner, Vincent Magaud)