Decathlon
TypePrivate
IndustryRetail
Founded1976 (1976)
FounderMichel Leclercq
HeadquartersVilleneuve d'Ascq, France
Number of locations
1751 stores in 69 countries[1] (December 2022[2])
Key people
Barbara Martin Coppola (CEO)[3]
ProductsClothing
Sportswear
Sports equipment
RevenueIncrease €15.4 billion (2022)[1][4]
Number of employees
105,000 (2022)[1]
Websitedecathlon.com

Decathlon (French pronunciation: [dekatlɔ̃]) is a French sporting goods retailer. With over 2,080 stores in 56 countries and regions (2023),[1] it is the largest sporting goods retailer in the world.[5][6]

The company manages the research, design, production, logistics and distribution of its products in-house; partners with global suppliers; and markets its own brands directly to consumers in Decathlon-branded big-box stores.

The retailer stocks a wide range of sporting goods, from tennis rackets to advanced scuba diving equipment, usually in large, big-box superstores averaging 4,000m2 in size.[7] Decathlon Group markets its products under more than 20 brands.[8] Its research and development facilities are located across France, where the company develops its product designs, registering up to 40 patents per year.[9]

History

Founded by Michel Leclercq in 1976, Decathlon started with a store in Lille, France.[10] Its holding company was formerly known as Oxylane.[11]

The company expanded abroad a decade later: to Germany in 1986,[12] Spain in 1992,[12][13] Italy in 1993,[12] Belgium in 1997,[14] Portugal, the United Kingdom in 1999, Brazil in 2001, mainland China in 2003, India and Romania in 2009, Turkey[15] and Czech Republic in 2010, Taiwan in 2012, Hong Kong in 2013, Malaysia and Singapore in 2016, South Africa, Philippines, Tunisia[16][17] and Indonesia in 2017 in South Korea and Australia in 2018, and Canada in 2019. The company employs more than 93,710 staff[1] from 100 different nationalities.[18]

In 2015, Michel Aballea was appointed as Chief executive officer of the Decathlon group.[19] In January 2022, Decathlon named Ingka group's chief digital officer,[20] Barbara Martin Coppola, as its new global chief executive officer,[21][19] the first time the Decathlon group hired externally for this role.[22]

In September 2019, Decathlon reached an agreement with Alltricks, a leading online retailer of high-end accessories for cyclists and runners. This acquisition allows Decathlon to strengthen its presence in the cycling market.[23][24][25][26]

In November 2023, Decathlon acquired Bergfreunde, an online specialist retailer for mountain sports, climbing, and outdoor equipment.[27][28]

Product brands

Decathlon is vertically integrated, designing and developing its own products and marketing under its more than 20 brands, with each sport, and often sub-sports and sports groups, having their own:

Brands providing technical support for the products for the company's passion brands:

  • Equarea – Clothing designed for the active removal of sweat
  • Essensole – Shoe soles and insoles
  • Novadry – Waterproof and breathable clothes
  • Stratermic – Warm and light clothes
  • Strenfit – Light and Robust Synthetic fabrics (non garment)
  • Supportiv – Support and compression

Sponsorship

Association football (Kipsta)

Clubs

Players

Associations and leagues

Kipsta is the official match ball supplier for the following associations and leagues:

International confederation and tournament

Athletics (Kiprun)

Basketball (Tarmak)

Cycling (Van Rysel)

Squash (Opfeel)

Tennis (Artengo)

Players

Events

Other notable sponsorships

In October 2020, Decathlon Ghana was announced as the Ghana Football Association's official sports retail partner for all Ghana national football team paraphernalia and other merchandising products in a GH₵1 million (≈ €146,000) four-year deal.[39]

Decathlon Germany will be the main sponsor of the IBU World Cup Biathlon as of the 2021/2022 season.[52]

Decathlon India became the sports partner of Kolkata Thunderbolts for the 2022 season of the Prime Volleyball League.[53][54]

Decathlon bought a five-year naming rights for Lille's Stade Pierre-Mauroy for €6 million from 2022 onwards, renaming the stadium as Decathlon Arena Stade Pierre-Mauroy.[55]

Decathlon became an official partner of the Paris 2024 Olympic and Paralympic Games.[56]

Decathlon was announced as the co-title sponsor of the AG2R La Mondiale Team in a five-year deal from 2024 onwards, renaming the team as Decathlon-AG2R La Mondiale Team.[45]

Locations

Countries with Decathlon stores[1]
Decathon in Łódź, Poland
Entrance of one of the Kochi stores in Kalamassery
Entrance of Istanbul store
Entrance of Dalian store
Entrance of Arnhem store
Decathlon, Southside Wandsworth, London

As of May 2021, Decathlon operated 1,655 Decathlon stores worldwide in nearly 1,000 cities and 65 countries.[1]

Online delivery has been introduced in Australia, Bangladesh, Belgium, Brazil, Bulgaria, Czech Republic, Chile, Colombia, Estonia, France, Germany, Greece, Hong Kong SAR, Hungary, India, Indonesia, Ireland, Israel, Italy, Japan, Latvia, Mainland China, Mexico, Netherlands, Poland, Portugal, Philippines, Romania, Singapore, Spain, Sweden, Taiwan, Turkey, Ukraine, United Kingdom, and recently, Egypt, Malaysia, Thailand, Vietnam, and parts of Canada (Ontario & Quebec).[57]

In India, Decathlon products may be purchased directly through their stores, after a change in India's FDI policy and approval for Decathlon in February 2013.[58] In addition to this, Decathlon products are also available online through their online resellers.

In late-2016, an online-only delivery service was introduced in Tunisia in preparation for the opening in Tunis of its first store.[59] The first store opened in November 2017 in Tunis City commercial center in Tunis.[60][17][16][61]A second location opened in April 2018 in the country situated in La Marsa. [62]

In February 2017, they opened the first store in Bogota, Colombia in the mall Parque La Colina.[63]

In July 2017, Decathlon entered the Philippine market with a location at Festival Mall in Filinvest Corporate City, Alabang, Muntinlupa, and in Tiendesitas, Pasig.[64] In August 2017, the company announced it would open its first Canadian store in Brossard, Quebec during the spring of 2018.[65]

In early-2017, Decathlon stores were opened in both Ghana and South Africa.[66] In November 2017, Decathlon entered the Indonesia market.[67]

Their first Australian store opened in Tempe, Sydney, NSW, in December 2017.[68] After two years in the Australian market, the viability of the Australian business is under question after posting a trading loss of $19,563,819 (Australian dollars) in two years of trading.[69]

In April 2018, the company announced it would open its first store in Kyiv, Ukraine, in the first months of 2019.[70] In November 2018, Decathlon opened its first store in Greece, Corinthe.[71][72]

In 2019, the company opened stores in Ireland;[73] Vietnam;[74] Bangladesh; Malta; and Serbia.[75] The company also opened U.S. stores in California, which later closed in 2022.[76][77] In an earlier attempt to enter the US market, it acquired the 18 Boston, Massachusetts area locations of MVP Sports Stores in 1999, rebranded them under the Decathlon brand, and subsequently closed those stores by 2006.[78][79]

In November 2020, the first Decathlon store opened in Riga, Latvia.[80]

Decathlon was supposed to open in Mauritius in April 2021 but due to the lockdown, the grand opening was on 13 May 2021.

In April 2021, the first Decathlon store opened in Saudi Arabia, Jeddah.[81]

Following the 2022 Russian invasion of Ukraine, many international, particularly Western companies, pulled out of Russia. Decathlon has been criticized for not announcing any scaling down of its operations, unlike most of its Western competitors.[82][83] On 29 March, Decathlon announced that it has ceased its operations and suspended the operation of all its stores in Russia.[84] However, reports in mid-June indicated that the stores are still in operation and may be temporally closed by the end of the month until it becomes possible to renew supplies.[85] In May 2023, it became known that the Turkish company FLO Retailing and the Lebanese Azadea Group were negotiating the purchase of the Russian Decathlon. FLO Retailing has previously bought the Russian business of the Reebok chain.[86] As a result, the Russian government approved the sale of Decathlon to the Russian company ARM, which previously acquired the brand of the Spanish retailer Mango on a franchise basis. ARM promised to reopen all 35 Decathlon stores in Russia.[87]

On 1 August 2023, Decathlon closed their physical and online store in Bangladesh, and shifted to sell their products through Daraz and Unimart.

Economic review

Its success has greatly contributed to the decline of independent retailers in France, while the spread of its own brands has caused great difficulties for traditional manufacturers. 2008 was a record year for the company as the brand Decathlon had beaten all its competitors on three key points: margin, market share, and highest turnover per square meter of retail space. It is arguably the third at a global level. A 2008 survey of 774 catchment areas at the request of the Ministry of Economy and Finance shows that "for sporting goods, Decathlon is dominant in 92.8% of zones".[88] This dominant position has the effect of marginalizing its commercial competitors, including independent retailers.[89]

Competition

In 2009, Decathlon's sector rivals, Go Sport and Sport 2000, joined forces to set up a common purchasing center in Switzerland, intended to "pressurize most of the major international suppliers", according to François Neukirsh, Managing Director of Go Sport, in the newspaper Les Échos. Otherwise, the company does not have significant competition due to its specific target audience in mass-market retail. Intersport is also a major competitor mainly in the European market. Decathlon has changed its name to Nolhtaced for a month in Belgium for promoting reverse shopping.[90]

Social standards

Decathlon claims to follow a strict policy when it comes to employee welfare and that all contractors working with Decathlon follow the Human Responsibility in Production (HRP) process in all activities. The HRP designates the management system and resources implemented by Decathlon relative to workplace conditions at production sites and with suppliers.

Since 2003, Decathlon has adopted a social charter of the Social and Environmental Responsibility World Forum regarding human rights, health and safety, respect for the environment, corruption and management and communication.[91]

Decathlon has, however, declined to disclose the names of its suppliers, and has been under scrutiny after reports indicate that the company's suppliers in Sri Lanka's free trade zones violate the country's labour laws.[92]

References

  1. 1 2 3 4 5 6 7 "DECLARATION OF EXTRA FINANCIAL PERFORMANCE 2020". Decathlon Group. Retrieved 24 January 2022.
  2. ↑ "Decathlon United". Decathlon United.
  3. ↑ "French sports retailer Decathlon names Barbara Martin Coppola as new group CEO". Reuters. 25 January 2022.
  4. ↑ "KEY FIGURES 2022".
  5. ↑ "Decathlon, known as 'the Aldi of activewear', will open first Aussie store in Sydney tomorrow". news.com.au. 4 December 2017.
  6. ↑ "Largest Sporting Goods Retailer, Decathlon Boosts Ground-Level Distribution Visibility with LogiNext". Business Wire. 28 September 2017.
  7. ↑ Caruel, Sarah. "Decathlon - Oxylane - Ox'IT". International Internships. Archived from the original on 20 June 2015. Retrieved 15 May 2015.
  8. ↑ "Our Passion Brands".
  9. ↑ "Decathlon Innovation and Research". Decathlon Group R&D. Decathlon S.A. Retrieved 15 May 2015.
  10. ↑ "Sporting Goods Retailer 'Decathlon' Launches Rapid Cross-Canada Superstore Expansion [Feature]". RETAIL INSIDER. 28 August 2019. Retrieved 16 April 2020.
  11. ↑ "Et Oxylane redevient Décathlon". LSA. Retrieved 6 December 2023.
  12. 1 2 3 "Décathlon tente une percée en Italie". Les Echos. Retrieved 6 December 2023.
  13. ↑ "Décathlon, à fond la forme en Espagne". LSA. Retrieved 6 December 2023.
  14. ↑ "Decathlon klaar voor drie nieuwe winkels". De Standaard (in Flemish). October 2004. Retrieved 11 January 2021.
  15. ↑ "Tarihimiz". decathlon.com.tr. Retrieved 10 September 2021.
  16. 1 2 "Decathlon a ouvert son premier magasin en Tunisie". Fashion Network. Retrieved 6 December 2023.
  17. 1 2 "Tunisie : Décathlon débarque dans le pays". Infomédiaire. Retrieved 6 December 2023.
  18. ↑ Thiebault, Laurent (18 April 2023). "Decathlon Presentation — Communication for Teammates". Retrieved 11 September 2023.
  19. 1 2 "Decathlon Announces New Chief Executive Officer". Decathlon. Retrieved 5 September 2023.
  20. ↑ "Chief Digital Officer Barbara Martin Coppola to leave Ingka Group". Ingka. 25 January 2022. Retrieved 4 September 2023.
  21. ↑ "Nomination Direction Générale du groupe Decathlon". Decathlon Presse et Media (in French). Retrieved 26 January 2022.
  22. ↑ Rydzek, Camilla (26 January 2022). "Decathlon appoints first external CEO". The Industry. Retrieved 5 September 2023.
  23. ↑ "Decathlon s'offre Alltricks, l'Amazon du vélo". Les Echos. Retrieved 25 December 2023.
  24. ↑ "Decathlon rachète Alltricks, start-up du cycle". Le Figaro. Retrieved 25 December 2023.
  25. ↑ "Avec Alltricks, Decathlon s'offre la référence des amateurs de vélo et se renforce dans l'e-commerce". BFMTV. Retrieved 25 December 2023.
  26. ↑ "Avec Alltricks, Decathlon se développe sur le marché du vélo d'occasion". Entreprendre. Retrieved 25 December 2023.
  27. ↑ "DECATHLON ACQUIRES BERGFREUNDE". Adnkronos. 27 November 2023. Retrieved 27 November 2023.
  28. ↑ "Decathlon fait l'acquisition du spécialiste outdoor Bergfreunde". Fashion Network. Retrieved 25 December 2023.
  29. ↑ "KIPSTA partners with KV Oostende".
  30. ↑ "Charleroi Sign Kit Deal with Decathlon's Kipsta - No More Kappa".
  31. ↑ "Kipsta, nouveau partenaire de l'Excelsior Virton". 5 August 2021.
  32. ↑ "RAAL x Kipsta - RAAL la Louvière". 30 May 2022.
  33. ↑ "No More Puma - Kipsta Nancy 22-23 Home Kit Revealed".
  34. ↑ "No More Puma: Nîmes Olympique Sign with Kipsta (Decathlon)".
  35. ↑ "Our ambassadors and technical partners". Kipsta. Archived from the original on 27 October 2023. Retrieved 27 October 2023.
  36. ↑ "Kipsta officiële balpartner Pro League vanaf 2023". proleague.be. 23 November 2021.
  37. ↑ "KIPSTA, THE NEW OFFICIAL BALL SUPPLIER TO LIGUE 1 UBER EATS AND LIGUE 2 BKT". kipsta.com. Retrieved 7 November 2022.
  38. ↑ Carp, Sam (22 April 2021). "Decathlon brand Kipsta replacing Uhlsport as Ligue 1 ball supplier". SportsPro. Retrieved 7 November 2022.
  39. 1 2 "GFA signs 4-year partnership agreement with Decathlon as sports retail partner". ghanafa.org.
  40. ↑ "DECATHLON KIPSTA: DANONE NATIONS CUP partner". kipsta.com. Retrieved 17 April 2023.
  41. ↑ "Kipsta becomes official match ball supplier of the UEFA Europa League and UEFA Europa Conference League | Inside UEFA". UEFA.com. 10 November 2023. Archived from the original on 20 November 2023. Retrieved 20 November 2023.
  42. ↑ Gault, Jonathan (23 March 2023). "Paul Chelimo Signs with Kiprun, Considering Running 2024 US Olympic Marathon Trials". LetsRun.com.
  43. ↑ "Decathlon and NBA team up globally for league-branded merchandise". marketing-interactive.com. 22 January 2021. Retrieved 7 November 2022.
  44. ↑ Fresen, Natalie (3 October 2023). "NBA and Decathlon announce multiyear partnership expansion | Retail Bulletin". Retail Bulletin | Daily UK Retail News. Retrieved 18 December 2023.
  45. 1 2 Decathlon (27 November 2023). "DECATHLON x AG2R LA MONDIALE". Decathlon United. Archived from the original on 18 December 2023. Retrieved 18 December 2023.
  46. ↑ Long, Jonny (7 January 2022). "Cofidis launch new-look kit made by Decathlon". cyclingweekly.com.
  47. ↑ "Squash partners - OPFEEL - DECATHLON". 26 March 2023. Archived from the original on 26 March 2023. Retrieved 26 March 2023.
  48. ↑ "Decathlon Opfeel Squash Rackets". Squash Source. 27 May 2017.
  49. ↑ Sanford, Jordan (3 January 2022). "Au Revoir: Gaël Monfils ends decade long partnerships with Wilson and ASICS". Tennis.com.
  50. ↑ Fairbairn, Tony (18 May 2022). "Daria Kasatkina Praises New Racket After Discovering Form Ahead Of Roland Garros". ubitennis.net.
  51. ↑ "Moselle Open". Retrieved 25 February 2023.
  52. ↑ "DECATHLON Germany named Main Sponsor of BMW IBU World Cup Biathlon". International Biathlon Union. 9 November 2021.
  53. ↑ Tatia, Jatin (4 February 2022). "Kolkata Thunderbolts sign numerous sponsors ahead of PVL 2022". SportsMint Media.
  54. ↑ "Best wishes to @thunderboltskolkata for their final season game vs Kochi Blue Spikers today. Decathlon India is proud to be the Sports Partner of Kolkata Thunderbolts". Twitter.
  55. ↑ Jones, Rory (10 June 2022). "Lille's Stade Pierre Mauroy gets €6m Decathlon naming rights deal, says report". SportsPro. Retrieved 7 November 2022.
  56. ↑ "Decathlon official partner of Paris 2024 Olympics and Paralympics". Decathlon United (in French).
  57. ↑ "www.decathlon.com.cn/zh/help/articles/_/R-a-shipment-delivery". Retrieved 1 December 2020.
  58. ↑ "www.indianexpress.com/news/fipb-okays-4-single-brand-retail-proposals/1073774/". Retrieved 14 February 2013.
  59. ↑ "decathlon.tn". Retrieved 12 January 2017.
  60. ↑ "decathlon-enfin-en-tunisie-interview-avec-le-directeur-de-la-marque-en-tunisie". 3 January 2017. Retrieved 20 January 2017.
  61. ↑ "Inauguration de Décathlon Tunisie". Leaders. Retrieved 6 December 2023.
  62. ↑ "Tunisie : Décathlon continue sa conquête de l'Afrique". Jeune Afrique. Retrieved 6 December 2023.
  63. ↑ "Decathlon: el reto en Colombia es ofrecer los mismos precios que en Europa". Portafolio.co.
  64. ↑ "#SportsForEveryJuan: Decathlon Philippines Opens At Festival Mall". Relatable Fitness. 21 July 2017. Retrieved 14 August 2017.
  65. ↑ "Decathlon Announces 1st Canadian Location". Retail Insider. 14 August 2017. Retrieved 15 August 2017.
  66. ↑ "Decathlon continues to invest in Africa with Kenya store". Fashion Network. Retrieved 6 December 2023.
  67. ↑ "Decathlon Indonesia opens nation's largest sports store". 20 November 2017. Retrieved 3 November 2020.
  68. ↑ Carey, Alexis (5 December 2017). "Decathlon in Tempe, Sydney: The ALDI of activewear opens first store". bodyandsoul.com.au. Archived from the original on 7 December 2017. Retrieved 16 January 2019.
  69. ↑ "Search Company and Other Registers". connectonline.asic.gov.au. Retrieved 25 November 2019.
  70. ↑ "Стало відомо, яким і де буде перший в Україні магазин найбільшого у світі спортивного бренду". Retrieved 26 September 2018.
  71. ↑ "Decathlon a pénétré son 50e marché mondial". Fashion Network. Retrieved 17 December 2023.
  72. ↑ "Decathlon ouvre ses portes à Corinthe, en attendant Athènes en 2019". Le Petit Journal. Retrieved 17 December 2023.
  73. ↑ "Decathlon plans nine outlets for Ireland, starting with Ballymun". Retrieved 21 January 2019.
  74. ↑ "Decathlon Vietnam opens first store". Retrieved 2 October 2019.
  75. ↑ "First Decathlon sporting goods store opens in Serbia". Retrieved 12 May 2020.
  76. ↑ "Decathlon opens first American store". Retrieved 21 November 2020.
  77. ↑ Li, Roland (1 February 2022). "World's largest sports retailer to close stores in S.F. and Emeryville, another loss during pandemic". San Francisco Chronicle. Retrieved 3 August 2023.
  78. ↑ "Décathlon se retire du marché américain". Le Monde. Retrieved 14 December 2023.
  79. ↑ "Décathlon quitte les États-Unis". LSA. Retrieved 14 December 2023.
  80. ↑ "French Decathlon to open the first store in Latvia this fall". Baltic Course. Retrieved 14 December 2023.
  81. ↑ "Store Finder". Decathlon KSA. Retrieved 14 September 2023.
  82. ↑ Pladson, Kristie. "Which companies have pulled out of Russia over the Ukraine invasion?". dw.com. Retrieved 11 March 2022.
  83. ↑ "Auchan, Total, Renault… L'embarras des entreprises françaises en Russie". L'Obs (in French). 8 March 2022. Retrieved 13 March 2022.
  84. ↑ "Decathlon finally closes Russian stores after boycott calls". Retail Gazette. 29 March 2022. Retrieved 29 March 2022.
  85. ↑ «Декатлон» в конце июня закроет московские магазины, Moscow Times, 15 June 2022
  86. ↑ "Владелец российского бизнеса Reebok и собственник комплекса Dubai Mall могут выкупить активы Decathlon в нашей стране". Vedomosti (in Russian). 30 May 2023.
  87. ↑ "Правительство одобрило продажу Decathlon компании—владельцу франшизы Mango". Kommersant (in Russian). 21 July 2023.
  88. ↑ Distribution : l'enquête secrète de Lagarde, Le Nouvel Observateur no. 2275, 12 June 2008
  89. ↑ « La déferlante des MDD façon Decathlon déstabilise évidemment les marques traditionnelles. », Gilles Tanguy : Decathlon, le colosse qui écrase tous ses rivaux, Capital, 3 July 2009; « Cinq cents personnes rassemblées jeudi à Saint-Denis (Seine-Saint-Denis) à l'appel de la fédération textile - habillement - cuir CGT, ont envahi un magasin Decathlon près du Stade de France pour protester contre les plans de licenciements et les délocalisations dans le secteur textile, a-t-on appris de sources policière et syndicale. », Nouvelobs.com, 06.03.2003.
  90. ↑ "Decathlon changes name to 'Nolhtaced' in Belgium; find out why". The Indian Express. 13 October 2022.
  91. ↑ , Bipiz Online, 23 February 2016
  92. ↑ "Sewing on an Empty Stomach". Zeit Online. Retrieved 3 June 2019.
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