Nike Finishes Q4 with DTC Revenue Up 17%

Nike finished the year strong with Q4 revenue up 12%. Direct-to-consumer revenue grew 17% in Q4 as comp store sales increased 13% and online sales grew 27%. For the year, North American DTC passed the $2 billion revenue mark. NIKE Brand DTC revenue also increased 21% as well as a 23% increase in online sales.

 

On a recent call with analysts, Mark Parker, Nike CEO noted, "Direct-to-consumer is a $3.9 billion sales channel because we create retail experiences that bring excitement to the marketplace."

 

"We are working more closely with our retail partners in China to enhance their profitability through merchandising mix of product flow, assortment planning, focus on key items and concepts," Parker continues. "These are things that I think we're tightening up in terms of our relationship with those partners, and I think that'll enhance their profitability and ours at the same time."

 

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