Speedo Multisport announced an impressive growth of 44% in its online sales 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, “O 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 both on 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 14% and PA (parts per service) has increased 21%. This is due to the diversity and speed with which we can implement strategies aimed at the final consumer, always aiming at the experience and a better consumer journey,” explains Jalonetsky. The company has invested in innovative technologies, such as virtual tasters, artificial intelligence and videos in customer service, in logistical improvements.
In 2023, Speedo Multisport's revenue grew 24% and this year, the goal is to reach 30%. E-commerce plays a key role in this growth. “Our largest margin is online, because, in order not to make an unfair competition with our more than 3 thousand resellers, we always put the products with what we call full price’, that is, the maximum amount that can be charged for a Speedo product,” details Jalonetsky.He adds that this strategy, although it creates an additional difficulty for the consequent sales, the average, increases the revenue, the average, the margin.
Speedo is also innovating in sustainable practices.The brand has launched a line of clothing made from recycled PET bottles and eliminated plastic bags from its stores, replacing them with ecobags of recyclable TNT, which represents a reduction of 100 thousand plastic bags annually. “These changes are part of our strategy to meet the growing consumer demand for sustainable products and show our commitment to environmental responsibility,” Jalonetsky points out.
Entering one of the most profitable sectors of clothing, Speedo launched a line of shoes, including sneakers and slippers.“Because Brazil is the 5° largest producer of footwear in the world, the company starts its operation in the segment with a line that includes sneakers and slippers. Speedo has sold more than 15 thousand pairs in just over a month, highlighting the strength of its brand,” Jalonetsky points out. Speedo's new shoe collection has 45 sneaker SKUs and 35 slipper SKUs, all designed for comfort and performance.
The company is also focused on innovation with launches such as the Repellent line, a t-shirt that offers protection against mosquitoes and is biodegradable, developed to face the dengue outbreak in Brazil.“The new line is sold exclusively by Speedo e-commerce and incorporates an advanced technology that repels insects and is protected against UV rays, said Jalonetsky.
With remarkable 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.
