Champion boosts sales through online European expansion with LiveArea


Champion, the athleisure and sportswear brand, has seen sales increase following the expansion of its online operations into Europe. 

The company worked in partnership with global commerce services provider, LiveArea, to expand its market reach and increase brand engagement by developing its European website network. Champion now has local sites in the UK, France, Germany and Italy as well as transactional sites covering  Belgium, Denmark, Ireland, Netherlands, Spain and Sweden.

“With the athleisure trend and consumer interest in fitness and lifestyle on the rise, we have an opportunity to engage with a new generation whilst continuing to service our loyal customers,” said Nicholas Freddi, senior manager sales and marketing, e-commerce at Champion EMEA. “With excellent experience rolling out international websites for global sportswear and athleisure brands, LiveArea was our choice to scale up and reach these goals.”

‘LiveArea demonstrated excellent knowhow regarding the development of a customised IBM WebSphere Commerce solution, delivering a site that is scalable and customisable to multiple territories,” he continued.

Working with LiveArea, Champion rolled out its European site network through a customised IBM WebSphere Commerce solution. The solution provided a stable, scalable infrastructure to support expansion into new territories and languages. The site network’s visual elements and user experience authentically connects with Champion’s heritage, and each site version is customisable to accommodate local payment methods, content, product drops and seasonal promotions.  

“The rollout has enabled us to create an authentic ‘Champion’ user experience across European territories, that reflects our rich history and unique brand,” explained Freddi. “The increases in conversion rates and European sales have proven the value of the project, but most importantly this shows Champion continues to grow in an extremely competitive space.”

“It’s vital that brands continue to evaluate and invest in their online platforms in such a competitive environment. Even those like Champion, with such a strong brand heritage, must ensure they find new ways to engage with a younger, international audience,” said Paul Lynch, area vice president & managing director EMEA of LiveArea.

“The digital solutions that support international growth are an integral part of this strategy. Businesses must invest in e-commerce technology that is robust, versatile, and scalable to support overseas expansion. Champion’s EMEA site network allows the brand to sell direct to its European customer base, whilst delivering a pleasing, on-brand experience,” he added.