It’s official: Anta Sports is buying Amer Sports
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It’s official: Anta Sports is buying Amer Sports

After months of speculation, news has finally broken that a Chinese investor group led by Anta Sports Products has reached a $5.2 billion deal to purchase Amer Sports, the Finnish owner of brands like Wilson and Salomon. For at least a month, this has looked like the most likely outcome – but now, it’s a reality. That gives Anta significant premium-quality firepower in the athleisure and sporting goods areas – a segment of the market they’ve already excelled in as the local partner of FILA.

Geopolitical issues have put pressure on Anta’s share price over the last five days

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Source: Yahoo Finance

This is the largest acquisition deal with a Chinese buyer and European seller since China Investment bought Logicor Europe in June 2017. “Significant minority investors” in the consortium include Chip Wilson (billionaire founder of Lululemon Athletica) and Chinese internet giant Tencent.

While Anta is a strong brand in China, there is still a perception that high-quality European sporting goods command a premium position in the market. Hence, the company is about to have a significant edge over competitors: it has an intrinsic understanding of what it takes to succeed in China, and now, it has European brand power too!

Anta is also looking to extend its business overseas, and the acquisition of popular brands like Wilson are a sure-fire way to do so. Domestically, they will benefit from Beijing’s hosting of the Winter Olympics in 2022.

Anta’s CEO, Ding Shizhong, said: "We are excited to bring these premium international brands and products to Chinese consumers, who increasingly seek high-end products with outstanding qualities and heritage in various niche and specialised sports segments."

Disclosure

Dominion holds Anta Sports in its Global Trends Luxury Fund.


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