#Decathlon #Decathlonindore #Sports
Decathlon S.A. (French pronunciation: [dekatlɔ̃]) is a French sporting goods retailer. With over 1400 stores in 45 countries, it is the largest sporting goods retailer in the world.
Decathlon started with a store in Lille, France in 1976, founded by Michel Leclercq. It started to expand abroad a decade later, to Germany in 1986, Spain in 1992, Italy in 1998, Portugal, the United Kingdom in 1999, China in 2003, India in 2009, Hong Kong in 2013, Malaysia in 2016 and Southeast Asia in 2012 and South Africa, Philippines in 2017 and Australia in 2018. The company employs more than 82,000 staff from 80 different nationalities.
The retailer stocks a wide range of sporting goods, from tennis rackets to advanced scuba diving equipment, usually in large superstores which are sized at an average of 4,000m². Decathlon Group also owns over 20 brands, with research and development facilities all over France to develop the latest innovative designs, registering up to 40 patents per year. Each brand represents a different sport or group of sports, with a dedicated product development and design team.
As of August 2018, there are 1414 Decathlon stores worldwide in 45 countries.
Online delivery has been introduced in Belgium, France, Netherlands, Hungary, United Kingdom, Germany, Turkey, Hong Kong, India, Japan, Italy, Singapore, Spain, Brazil, Portugal, Romania, Ireland, Mexico, Australia, and recently, Vietnam.
In India, Decathlon products can be bought directly through their stores subsequent to change in India's FDI policy and approval for Decathlon in February 2013. 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 of the opening in Tunis of its first store. The first store opened in November 2017 in Tunis City commercial center in Tunis. A second location opened in April 2018 in the country situated in La Marsa.
In February 2017, they opened the first store in Bogota, Colombia in the mall Parque La Colina. And last July 2017, Decathlon has opened its doors to the Filipino people located at Festival Mall in Filinvest Corporate City, Alabang, Muntinlupa, Philippines. Their first Australian store has also opened in Tempe, Sydney, NSW, in December 2017.
In August 2017, the company announced it would open its first Canadian store in Brossard, Quebec during the spring of 2018.
In April 2018, the company announced it would open its first Serbian store in Belgrade, Serbia during the spring of 2019.
The retailer develops and sells its own brands, which the company characterizes as "passion brands". Each sport or group of sports has a separate brand name:
Aptonia - Nutrition and Healthcare
Artengo - Racket Sports
B'Twin - Cycling and Workshop
Caperlan - Fishing
Domyos - Fitness, Gym, Yoga, Dance,
Forclaz - Trekking
Fouganza - Horse Riding
FLX - Cricket
Geologic - Target Sports such as Archery, Darts and Pétanque
Geonaute - Sports Electronics
Inesis - Golf
Itiwit - paddle sports
Kalenji - Running
Kipsta - Team Sports
Nabaiji - Swimming
Newfeel - Sport Walking
Olaian - Surfing and Boardwalking
Orao - Eyewear and Optical Accessories
Outshock - Combat Sports
Oxelo - Rollersports, Skating and Scooters
Quechua - Hiking, Camping and Outdoor Gear
Simond - Mountaineering
Solognac - Hunting
Subea - Diving
Tarmak - Basketball
Triban - Cycling
Tribord - Watersports
Wed'Ze - Skiing and Snowboarding
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
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". This dominant position has the effect of marginalizing its commercial competitors, including independent retailers.
In 2009, Decathlon's sector rivals, Go Sport (fr) and Sport 2000 (fr), joined forces to set up a common purchasing centre 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.