Under Armour to Exit Up to 3,000 Wholesale Doors, Focus on D-to-C Business (mytotalretail.com)

Under Armour has joined a growing list of major consumer brands that are making big changes to their wholesale strategies. The athletic brand, which saw some progress in its turnaround during the third quarter, said it will begin to exit 2,000 to 3,000 stores in North America, its largest market. By the end of 2022, it expects to be in about 10,000 doors, executives said in a conference call. As it overhauls wholesale, Under Armour is also upping its focus on direct-to-consumer (D-to-C) channels, where it plans to offer fewer promotions and discounts to fuel healthier margins.

Total Retail’s Take: Considering the upheaval we’ve seen in the brick-and-mortar arena in 2020, and its uncertain future moving into 2021, it’s not surprising that leading brands such as Under Armour are taking a long, hard look at their wholesale operations.
more at source: https://www.mytotalretail.com/article/under-armour-to-exit-up-to-3000-wholesale-doors-focus-on-d-to-c-business/