Nike is moving further toward its transformation to a D2C brand having severed its relationships with nine of its largest wholesale distributors. This will result in its products no longer being available in more than a thousand US retail stores. It will, however, maintain supply to those wholesalers servicing the likes of Footlocker and Shoe Carnival.
The business is steadily increasing its direct online sales and is targeting D2C to deliver 50 per cent of total revenues.
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