Adidas no podrá prohibir la venta cruzada entre sus franquiciados en España
Adidas deberá cambiar varios aspectos de la gestión de su negocio de retail en España. La Comisión Nacional de los Mercados y de la Competencia (Cnmc) ha desvelado los compromisos adquiridos por la multinacional de artículos deportivos, después de la denuncia presentada por uno de sus franquiciados. Y entre las modificaciones está la de no prohibir las ventas cruzadas de producto entre distribuidores en general y entre los franquiciados en particular.
El expediente sancionador se ha cerrado por la vía de la terminación convencional, ya que se ha podido llegar a un acuerdo sobre los cambios a introducir. El regulador señala que se trata de “un modo atípico de terminar el procedimiento administrativo”, ya que convierte en vinculantes los compromisos que voluntariamente ofrece el presunto infractor sin necesidad de que se acrediten las infracciones y se imponga una sanción.
Junto al cambio previamente señalado, Adidas también ha adquirido el compromiso de eliminar la cláusula de no competencia que se había incluido en algunas franquicias, lo que les impedía, por ejemplo, abrir una tienda de Nike en ese mismo local o incluso apostar por una tienda multimarca de deportes. Los compromisos adoptados también incluyen eliminar el requisito de validar previamente la dirección de Internet que iban a utilizar los distribuidores de sus productos.
Adidas se compromete a eliminar el requisito de validar previamente la dirección de Internet que iban a utilizar los distribuidores de sus productos
La Cnmc considera que “estos compromisos solucionan de forma adecuada los problemas de competencia detectados y vigilará su cumplimiento”, de manera que “cualquier infracción de los mismos tendrá consideración de infracción muy grave”. En este sentido, señala que uno de los problemas es que coexistían varios modelos de contrato de franquicia, en función del momento en el que se habían firmado, y que, a su juicio, “contenían distintas prácticas anticompetitivas que restringían las ventas y la publicidad online”.
En el momento de la sanción, Adidas contaba en España con cerca de sesenta puntos de venta, de los cuales cerca de cuarenta están operados por terceros en régimen de franquicia. Esta noticia llega meses después de que la empresa perdiera a su principal franquiciado en la Península Ibérica. Más tarde reabrió dos establecimientos que cerraron en España y que pasaron a manos de un único franquiciado, cuya identidad no ha trascendido.
Adidas España cerró 2018 con una facturación de 516 millones de euros, un 1,7% más que el año anterior, pero el beneficio neto se desplomó un 30%, hasta 8,55 millones de euros. El motivo del descenso en la rentabilidad fue la quiebra de su principal franquiciado en la Península Ibérica, Valadri, que puso en jaque parte de su red comercial. El socio de Adidas gestionaba 19 tiendas en la Península Ibérica.
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