All4running acquires 21Run and expands to Germany

Dutch ecommerce company All4running is expanding to Germany. With the acquisition of German competitor 21Run, All4running is further shaping its ambitions to become an important running specialist in Europe.

21Run already announced the acquisition on its Facebook page last month, but buyer All4running just published a press release about the deal. That’s because the Dutch omnichannel-retailer is busy with repositioning the 21Run brand and integrating the German website into the platform of All4running.

New distribution center in Alkmaar

“The integration of 21Run is a whole operation. Our highest priority is to offer German runners a specialized customer journey with quality content”, Arantes Whittie, ecommerce manager at All4running, explains.

The scale increase not only gives All4running a completely new market with many potential customers, it also offers them some physical challenges. To tackle this, All4running will start building a new distribution center in the city of Alkmaar, which will be 12,000 square meters big.

Omnichannel-retailer

All4running operates online stores in the Netherlands and the Dutch-speaking part of Belgium and also has three physical stores, in Alkmaar, Amsterdam and The Hague.