The balance in Nike’s business is shifting dramatically ...Middle East

Quartz - Economy

Nike didn’t make its billions alone. Most of its sales have come from selling to wholesale partners such as department stores, mom-and-pop shops, sporting goods specialists, and all the thousands of retail businesses Nike has long relied on to distribute its products to shoppers. Just a decade ago, in 2011, roughly 84% of Nike brand sales (pdf) were still to wholesale customers. Sales Nike made to shoppers itself, through channels such as its stores and website, amounted to just 16% of its business.That balance is rapidly shifting. Nike’s sales straight to shoppers, which have been rising for years, accelerated in the past year as the firm’s overall business rebounded from the pandemic. In t

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The balance in Nike’s business is shifting dramatically ...Middle East

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