Decathlon is a multinational sports retail company that specializes in designing, manufacturing,

and distributing sports equipment, apparel, and accessories. It is known for offering a wide
range of products across various sports categories, making it a one-stop shop for athletes and
sports enthusiasts.

Decathlon was founded by Michel Leclercq in 1976 in France. Since then, the company has
experienced remarkable growth and expansion, with stores now operating in numerous
countries worldwide. Decathlon follows a unique business model that combines in-house
product development, production, and retail operations, allowing them to offer affordable
sports gear without compromising on quality.

Decathlon differentiates itself through its emphasis on accessibility and affordability. The
company strives to make sports accessible to all individuals, regardless of their age, ability, or
financial means. By offering competitively priced products, Decathlon aims to remove barriers
that often hinder people from participating in sports activities and leading a healthier, more
active lifestyle.

Another key aspect of Decathlon is its focus on innovation and product development. The
company invests heavily in research and development to create innovative and technologically
advanced sporting goods. Decathlon operates its own research and design centers, where
teams of experts collaborate to design and improve products based on user feedback and
market trends.

Furthermore, Decathlon places a strong emphasis on customer experience and engagement.

Their stores are designed to provide an immersive and interactive shopping experience, often
featuring dedicated sports zones where customers can try out equipment, receive expert
advice, and participate in sports events and training sessions. Decathlon also prioritizes
customer feedback and continuously seeks to improve its products and services based on
customer needs and preferences.

Overall, Decathlon is more than just a sports retailer; it is a brand that aims to inspire and
enable individuals to pursue their sporting passions and lead an active life. With its wide range
of affordable products, focus on innovation, customer engagement, and commitment to
sustainability, Decathlon continues to make a significant impact in the sports industry,
empowering athletes and sports enthusiasts worldwide.
Brand Portfolio of Decathlon
Decathlon boasts an extensive brand portfolio, encompassing a diverse range of sports
categories. The company’s commitment to innovation, quality, and affordability is reflected in
its in-house brands, each catering to specific sports disciplines and customer preferences. Here
are some of the notable brands within Decathlon’s portfolio:

Quechua: Quechua focuses on outdoor and adventure sports, offering a wide range of products
such as hiking and camping equipment, clothing, footwear, and accessories. The brand is known
for its durable and reliable gear, designed to withstand various weather conditions and terrains.

Domyos: Domyos specializes in fitness, yoga, and dance-related products. The brand offers an
extensive selection of workout apparel, gym equipment, accessories, and footwear. Domyos
aims to provide comfortable and functional gear that supports individuals in their fitness
journeys.

B’Twin: B’Twin is Decathlon’s brand for cycling enthusiasts. It covers a broad spectrum of
cycling disciplines, including road cycling, mountain biking, and urban commuting. B’Twin offers
bicycles, cycling apparel, helmets, accessories, and components, catering to both recreational
riders and competitive cyclists.

Kalenji: Kalenji focuses on running and athletics, offering a range of running shoes, apparel, and
accessories. The brand aims to provide comfortable and affordable products that meet the
specific needs of runners, whether they are beginners or experienced athletes.

Artengo: Artengo is Decathlon’s brand dedicated to racket sports such as tennis, badminton,
and table tennis. The brand offers a comprehensive range of rackets, balls, strings, apparel, and
accessories designed for different skill levels and playing styles.

Nabaiji: Nabaiji is Decathlon’s brand for swimming and water sports. It provides a wide range of
swimwear, swimming accessories, goggles, fins, and pool equipment. Nabaiji focuses on
delivering products that enhance performance, comfort, and safety in and around the water.

Kipsta: Kipsta caters to team sports such as football (soccer), basketball, rugby, and volleyball.
The brand offers a diverse selection of sportswear, footwear, equipment, and accessories for
both amateur players and professionals.

Tribord: Tribord is Decathlon’s brand dedicated to water sports, primarily focused on activities
such as surfing, sailing, kayaking, and snorkeling. The brand offers wetsuits, swimwear, water
shoes, boards, and other related gear, designed to provide comfort, performance, and safety in
aquatic environments.

These are just a few examples of the brands within Decathlon’s portfolio. Each brand
represents Decathlon’s commitment to providing specialized, high-quality products for a wide
range of sports and activities. By developing its in-house brands, Decathlon ensures control
over product design, production, and affordability, allowing customers to access reliable and
affordable sports equipment and apparel. The brand portfolio of Decathlon reflects the
company’s dedication to promoting an active lifestyle and making sports accessible to all.

Decathlon is a French-based multinational corporation, one of the world’s largest sporting

goods retailers. Here is a brief overview of its business:

1. Operations: Decathlon has more than 2000 stores in 58 countries. The company operates a
vertical integration business model, which means they control all the stages of its supply
chain, from research and development to retail.
2. Products: Decathlon is known for its wide variety of sporting goods, ranging from tennis
rackets to advanced scuba diving equipment. The company caters to more than 70 sports.
Decathlon’s strategy focuses on producing affordable quality products for the mass market.
3. Brands: Decathlon designs, manufactures, and sells its products under over 20 passion
brand names, each dedicated to a specific sport. These brands include B’Twin (cycling),
Quechua (hiking and camping), Domyos (fitness), Kalenji (running), and more.
4. Innovation: Innovation is a significant part of Decathlon’s business model. They employ
hundreds of engineers and designers in their research and development facilities to create
new products and enhance existing ones.
5. Sustainability: The company has pledged a strong commitment to sustainability and aims to
reduce its carbon footprint. Decathlon also ensures its products are environmentally
friendly and encourages customers to recycle used products.
6. E-commerce: Decathlon has a strong online presence, and e-commerce forms a significant
part of its business. The COVID-19 pandemic has led to a surge in online shopping, and
Decathlon has responded by improving its online platforms and delivery systems.
Financial Performance: In 2022, Decathlon pursued its growth, with net sales reaching 15.4
billion euros. It represents an annual increase of +12% compared to 2021. Digital sales
accounted for 17% of the Group’s revenue, a sharp increase from pre-COVID-19 levels (8% in
2019). The Group’s net result continued to increase at € 923 million (€ 913 million in 2021).
Decathlon is a leading international sports retail brand that specializes in the design,
manufacture, and distribution of sports equipment, apparel and accessories. The company is
renowned for its extensive selection of products across a variety of sports categories, providing
a comprehensive selection of products to meet the needs of athletes and sports enthusiasts.

Established in 1976 in France by Michel Leclercq, Decathlon has seen remarkable growth and
expansion over the years, with stores now available in multiple countries around the world.
Decathlon operates on a unique business model, combining in-house product design,
manufacturing, and retail operations to provide cost-effective sports gear without sacrificing
quality.

SWOT ANALYSIS

Strengths:

 Vertical Integration for cost-effective high-quality products.

 Broad Product Range attracts a diverse customer base.

 Private Labels foster a unique brand identity.

 Emphasis on Innovation for staying ahead of trends.

 Strong Global Presence mitigates market risks.

 Commitment to Sustainability aligns with eco-conscious consumers.

 Robust E-Commerce Platform for convenient shopping.

Weaknesses:

 Standardized Products may limit differentiation and cater to unique demands.

 Dependence on Physical Stores poses vulnerability in access-restricted situations.
 Complex Supply Chain management can be challenging.
 Variable Brand Awareness across regions.
 Generic Store Experience with limited localization.
 Limited High-End Offerings may deter customers seeking specialized gear.

Opportunities:

 E-commerce Expansion for enhanced digital shopping.

 Sustainability Focus to meet growing eco-conscious demand.
 Emerging Markets offer untapped growth potential.
  Partnerships and Collaborations to boost brand visibility.
 Personalized Shopping Experience with AI and data analytics.
 Product Expansion into new sports or niche markets.
 High-End Market Segment introduction for premium product lines.

Threats:

 Intense Competition from global and local rivals.

 Economic Downturns affecting consumer discretionary spending.
 Global Trade Uncertainties impacting supply chain.
 Shifting Consumer Trends towards specialized brands.
 Climate Change and extreme weather affecting outdoor sports.
 Online Marketplaces' competitive pricing and variety.
 Pandemics and Global Health Crises disrupting operations.
 Counterfeit Products posing a threat to brand integrity.

Product Assortment

Width

Sport Walking

Badminton
Jogging

Nature Hiking

Basketball

Snow Hiking

Mountain Hiking

Tennis

Squash

Mountain Trekking

Road Running

Trail

Bagpacking

Small game hunting

Frontennis

Nordic Walking

11 A Side Football

5 A Side Football

Desert Trekking

Fast Trekking

Field Hockey

Category of Brands

1. Quechua: Known for hiking and trekking footwear, Quechua offers a range of boots and
shoes designed for outdoor adventures, ensuring comfort and durability.
2. Kalenji: Kalenji specializes in running footwear, providing options for road running, trail
running, and track and field events. These shoes often come with features for optimal
performance.

3. Artengo: Artengo focuses on tennis and sports footwear, including tennis shoes
designed for various court surfaces and other court sports like badminton and table tennis.

4. Newfeel: Newfeel is the brand for walking and fitness footwear. Their walking shoes and
sandals cater to various walking activities and ensure comfort and support.

5. Inesis: Inesis offers golf footwear designed for both beginners and seasoned golfers.
These shoes provide stability and grip for golfing.

6. Forclaz: Forclaz is another hiking and trekking brand, offering a selection of outdoor
footwear for different terrains and weather conditions.

7. Geonaute: Geonaute provides footwear designed for specific sports and activities, such
as cycling shoes for various cycling disciplines.

Market share
Decathlon, the second largest sportswear retailer, had a 15.7 percent market share.

Global Presence

1,747 stores. in 60 countries

Places

The company expanded abroad a decade later: to Germany in 1986, Spain in

1992, Italy in 1993, Belgium in 1997,[11] Portugal, the United Kingdom in 1999, Brazil in
2001, mainland China in 2003, India in 2009, Turkey[12] and Czech Republic in
2010, Taiwan in 2012, Hong Kong in 2013, Malaysia and Singapore in 2016, South
Africa, Philippines and Indonesia in 2017 in South Korea and Australia in 2018,
and Canada in 2019.

Price range