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A picture inside a football stadium during a game

Range & Pricing Optimization

For one of the world's leading sports brands. 


A global sports brand wanted to optimize its performance and pricing structure in both online as well as brick-and-mortar stores to bring the overall performance to the next level.



We executed research to identify key price points, strong and weak price points and built a new standard price point structure.

Also we executed workshops to identify actual value drivers in different products, in order to build and implement processes and tools to enable value-based pricing.

We developed and implemented a range architecture method and process across all business units.


  • The organization switched from cost-based to value-based pricing, enabling consumer-focused price architecture and improved net sales.

  • Number of price points reduced by 2/3  while net margins increased >1pp absolute.

  • Decreased range size with increasing revenue and EBITDA.

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