With plans to implement a more direct-to-consumer approach, Nike will reportedly cease their supply of product to select independent retailers by 2021.
According to The Sunday Times, the bosses out in Beaverton have notified a handful of independent sneaker retailers that access to products will be ending within the next two years, stating that the current distribution approach is ‘no longer aligned’ with the brand’s future aspirations. Nike’s independent retailer cull is expected to roll out at the start of 2020, and is expected to be complete by year’s end.
Many fear other brands – like adidas – could follow in the Swoosh’s footsteps, leaving the future of many of these independent retailers up in the air. By scaling back their approach, Nike hopes to generate 50 per cent of their sales through their own stores and e-commerce platforms like SNKRS.
More to come… We’ll keep you posted on developments.
