Beaverton, Oregon-based Nike continues to execute on its stated goal of narrowing wholesale distribution while growing its own direct sales with news it’s restricting where retail accounts can ship product to. Prior to January 2020, retailers with Nike accounts could set up their own shipping rules and now they’re limited to ship to regions as designated by Nike.
The move will reduce the customer base of retailers while at the same time limit buying options for sneaker lovers globally. The change will especially impact limited edition launches, which are highly sought after in part because of their resale value. U.S.-based shopper who could once can’t European boutiques as a possible source for launches will now have to limit themselves to U.S. states and territories.
U.S. retailers were informed in December 2019 they couldn’t ship outside the country. In Europe, retailers are only able to ship to countries located within the European Economic Area (EEA) and Switzerland.
The EEA is made up of the member states of the European Union (EU) along with three countries, Iceland, Liechtenstein and Norway, that are members of the European Free Trade Association (EFTA).
Spanish boutique Foot District with locations in Barcelona and Madrid, provided its customers with details on the change with an email that reads, “From this New Year 2020 on, Nike and Jordan have reduced the number of retailers selling their products. As a result of this brand strategy, Foot District will only ship Nike and Jordan product to member states of the European Economic Area (EEA) and Switzerland. Non-EEA countries, with the exception of Switzerland, will not be able to purchase Nike and Jordan products from the Foot District online store.”
All told, European-based stores can continue to ship to Austria, Belgium, Bulgaria, Cyprus, Czech Republic, Croatia, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Liechtenstein, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Spain, Sweden, Switzerland and United Kingdom.