Under Armour creates Dutch digital hub, means other Europe offices stay closed

By

Sandra Halliday

Published
Sep 11, 2020

Under Armour’s EMEA unit said Friday that it plans to “dramatically improve the brand experience for customers with a futuristic digital hub” based at its HQ in Amsterdam. 

It means there are “no plans to re-open [the] physical office locations in Manchester, Munich, Paris and Barcelona”. It didn't say whether there would be any job implications or whether all employees from those offices would continue to work remotely. But it did say that following strong sales in EMEA over recent years, the planned transformation will “continue to expand Under Armour’s digital vision for account management, support a more sustainable future by reducing physical samples at multiple locations and give UA Teammates better opportunities and support for remote working”.

As the world adjusts to the new normal, the company said it “has identified the need to adapt quickly to new ways of working internally and with its partners” and said the new hub will have a combination of physical and digital attributes, “with a strong focus on digital connectivity – as the space will be enabled to support in-person and remote selling functionality”. 

It will also combine enhanced digital assortment planning software and elevated portable hardware devices for the EMEA sales team – “creating a state-of-the-art environment that will be a new standard within the industry”.

It’s the latest in a number of digital initiatives that have been coming out of brands in recent periods. OTB has dived deep into the experience meaning a raft of key labels from Diesel to Marni now operate digital showrooms. And Bestseller’s Jack & Jones also opted for digital rather than in-person collection meetings for its latest offer. Tradeshows and fashion shows have also gone digital this year.

As part of Under Armour’s global reorganisation, the new digital hub will act as a central location for EMEA’s commercial functions. And it added that the decision not to reopen those UK, German, French and Spanish offices is “in order to focus on and further develop new ways of working digitally throughout the region”.