Under the Covers of Nike's High-Growth Direct-to-Consumer Business
Sneaker and sport apparel manufacturer, Nike (NYSE: NKE), grew its direct-to-consumer (DTC) channel eight times faster than its wholesale business last year. While this channel only generated $9.1 billion of revenue, or 28% of Nike brand sales for the company in fiscal 2017, it accounted for 70% of the growth.
Investors should understand how Nike's company-owned stores, digital commerce platform, and international locations are all playing a part in this exciting, and increasingly important, part of the company.
Nike's New York Soho district store. Image source: Nike.
Source: Fool.com
Nike Inc. B Stock
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