Speedo Multisport has announced an impressive 44% growth in its online revenue in 2024 compared to the same period in 2023, surpassing the performance of its main physical store located in Shopping Morumbi. According to Roberto Jalonetsky, CEO of Speedo Multisport, “E-commerce has provided the brand with a decentralization of sales in certain categories, increasingly expanding the brand’s contact with the consumer.”
Speedo’s e-commerce, which operates on both the official website www.speedo.com.br and on marketplace platforms such as Mercado Livre, Centauro, and Netshoes, has shown robust performance. “Our average ticket has grown by 14% and the PPA (pieces per attendance) has increased by 21%. This is due to the diversity and speed with which we can implement strategies focused on the end consumer, always aiming for a better consumer experience and journey,” explains Jalonetsky. The company has been investing in innovative technologies, such as virtual fitting rooms, artificial intelligence, and explanatory videos, as well as improvements in logistical processes and customer service.
In 2023, Speedo Multisport’s revenue grew by 24%, and this year, the goal is to reach 30%. E-commerce plays a fundamental role in this growth. “Our highest margin is in online sales because, in order not to engage in unfair competition with our more than 3,000 resellers, we always set the products at what we call ‘full price’, meaning the maximum value that can be charged for a Speedo product,” details Jalonetsky. He adds that this strategy, although creating an additional challenge for online sales, increases the average ticket, revenue, and consequently, the profit margin.
Speedo is also innovating in sustainable practices. The brand has launched a line of clothing made from recycled PET bottles and has eliminated plastic bags from its stores, replacing them with recyclable TNT ecobags, representing a reduction of 100,000 plastic bags annually. “These changes are part of our strategy to meet the increasing consumer demand for sustainable products and demonstrate our commitment to environmental responsibility,” Jalonetsky emphasizes.
Entering one of the most profitable sectors of clothing, Speedo has launched a footwear line, including sneakers and sandals. “With Brazil being the 5th largest footwear producer in the world, the company is entering the segment with a line that includes sneakers and sandals. Speedo has already sold over 15,000 pairs in just over a month, highlighting the strength of its brand,” Jalonetsky points out. The new Speedo footwear collection includes 45 SKUs for sneakers and 35 SKUs for sandals, all designed for comfort and performance.
The company is also focused on innovation with releases like the Repellent line, a shirt that offers protection against mosquitoes and is biodegradable, developed to combat the dengue outbreak in Brazil. “The new line is exclusively sold through the Speedo e-commerce platform and incorporates advanced technology that repels insects and is UV-protected,” Jalonetsky emphasizes.
With significant growth in e-commerce, sustainable initiatives, and expansion into new segments, Speedo Multisport is well positioned to continue its success and surpass physical store sales by 2025.
