Distance-selling specialist Atlas For Men grows 13% in 2020, targets North America
French distance-selling specialist Atlas For Men has reported a revenue of €241 million for the 2020 financial year. In a favourable twelve months for distant selling in general, Atlas For Men's revenue grew 13%, driven by a 40% increase in online sales. The company, founded in 1999 by Marc Delamarre, is now setting its sights on North America.
Atlas For Men has 7 million customers in 12 markets across Europe. In France, where the company generates 35% of its sales, the first lockdown in 2020 caused a 50% drop in sales, which was absorbed by June, as orders bounced back. Besides growing its online sales by 40%, Atlas For Men has doubled the business of its marketplace.
Outside France, the company is active in Belgium, Germany, Switzerland, Austria, the Netherlands, Poland, the Czech Republic, Slovakia, Hungary and above all Russia and the UK. Russia was the only country to post a decrease in annual sales, which were down 14%. Instead, revenue in the UK rose by 70% to €20 million, compared to €12.5 million in 2019. A trend that seems to have been further boosted by the local deployment of Atlas For Men’s marketplace at the end of 2020.
Bolstered by the UK success, and despite the generally inauspicious global situation, Atlas For Men has stated it is aiming “high,” hence it needs to abandon “its European comfort zone.” It is setting its sights on North America for 2021, and is keen to “conquer Canada and the USA,” relying on price and market positioning to win over local customers.
“From an operational standpoint, [Atlas For Men] will continue to accelerate its digitalisation process, driven by metrics analysis, the deployment of a CSR strategy, new working practices developed via the Lab, the company's innovation hub, and the introduction of a constant stream of novelties, such as launching an iconic limited-edition collection,” said Atlas For Men. The company’s declared objective for 2022 is to become a recognised global player in men’s apparel and outdoor/lifestyle accessories, with a revenue goal of €300 million.
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