Asics America Group (AAG) said net sales decreased 5.9 percent year over year for AAG in the first half. Asics America saw a decrease in net sales of 11.5 percent year over year. The decline was “largely due to market forces and additional retail partner store closings.”
AAG includes the United States, Canada and South America. Asics America refers to the United States only.
On the positive side, Asics continues to see growth across their digital channels with an increase of 53 percent on mobile revenue since last year. This increase is due to optimized mobile banners for site and emails, enhanced search capabilities and an overall update to the checkout process on Asics.com to reduce clicks
Asics also experienced an increase in online order values this half, increasing 29 percent per order, based on a better inventory position and higher focus on product performance.
Asics also indicated that it expanded its already significant presence in the Boston market. As previously reported, Asics America opened a Product Creation Studio in Boston to house teams focused on business drivers such as footwear merchandising, apparel design, sales leadership and global performance footwear. Key members of Asics’ executive leadership team will be based at the new location, and this move will expand the brand’s presence in the U.S. to both coasts: Irvine, CA and Boston.
“We have an unwavering focus on being strategically geographically aligned to deliver innovative products to our fans, responding to their needs both on the field, on the court and, of course, online and on their phone,” said Gene McCarthy, Asics America president and CEO. “Further, we continue to update our product offering with new and innovative pieces that respond to needs in the marketplace for our core consumer and to entice new consumers. We are excited to have expanded our performance line with three new products to bring in athletes and enthusiasts into the Asics family this quarter.”
This quarter, Asics said it launched new performance footwear models that drove growth, including the Asics GEL-Kayano 24. Another key update was the launch of the GEL-Venture 6 with a redesigned midsole and upper fit.
Photo courtesy Asics
