Decathlon (retailer)

Decathlon S.A. (French pronunciation: ​[dekatlɔ̃]) is a French sporting goods retailer. With over 1,500 stores in 57 countries,[1] it is the largest sporting goods retailer in the world.[5][6] Its holding company was formerly known as Oxylane.

This article is about the French sporting goods retailer. For other uses, see Decathlon (disambiguation).

Decathlon S.A.
IndustryRetail
Founded1976 (1976)
Founder Michel Leclercq
HeadquartersVilleneuve d'Ascq, France
Number of locations
1,647 stores in 57 countries[1] (January 2020[2])
Key people
Michel Aballea (CEO)
Osvaldo Fusardi (COO)
ProductsClothing
Sportswear
Sports equipment
Revenue US$12.80 billion (2017)[1][3]
Number of employees
87,000 (2017)[1]
SubsidiariesQuechua, Tribord, Domyos, B'Twin, Kipsta, Nabaiji, Wed'ze, Simond, Kalenji, Newfeel, Artengo, Inesis, Geologic, Caperlan, Solognac, Fouganza, Oxelo, Aptonia, Geonaute, Orao, Subea, Outshock [4]
Websitewww.decathlon.com

History

Founded by Michel Leclercq in 1976, Decathlon started with a store in Lille, France.[7] It started to expand abroad a decade later, to Germany in 1986, Spain in 1992, Italy in 1993, Portugal, the United Kingdom in 1999, Brazil in 2001, China in 2003, India in 2009,Taiwan in 2012, Hong Kong in 2013, Malaysia in 2016 and Southeast Asia in 2012 and South Africa, Philippines in 2017 and South Korea, Australia in 2018.The company employs more than 87,000 staff[1] 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.[8] Decathlon Group also owns over 20 brands,[4] with research and development facilities all over France to develop the latest innovative designs, registering up to 40 patents per year.[9]

Locations
Decathlon is the largest sports goods retail store in India[10]
Entrance of İstanbul store
Entrance of Dalian store
Entrance of Arnhem store
Decathlon, Southside Wandsworth, London
Entrance of Amritsar, Punjab Store

As of January 2020, there are 1,647 Decathlon stores worldwide in nearly 1,000 cities of 57 countries.[1]

Online delivery has been introduced in Taiwan, Belgium, Bulgaria, France, Netherlands, Poland, Czech Republic, Hungary, United Kingdom, Germany, Turkey, Hong Kong, India, Japan, Italy,[11] Singapore, Spain, Brazil, Portugal, Romania, Ireland, Mexico, Australia, and recently, Malaysia, Egypt, Vietnam, Thailand, and parts of Canada (Ontario & Quebec).

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.[12] 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.[13] The first store opened in November 2017 in Tunis City commercial center in Tunis.[14] 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.[15] In July 2017, Decathlon had opened its doors to the Filipino people located at Festival Mall in Filinvest Corporate City, Alabang, Muntinlupa, and in Tiendesitas, Pasig City, Philippines.[16] Their first Australian store opened in Tempe, Sydney, NSW, in December 2017.[17] 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 aud in just 2 years of trading [18]

In August 2017, the company announced it would open its first Canadian store in Brossard, Quebec during the spring of 2018.[19]

In April 2018, the company announced it would open its first store in Kiev, Ukraine in the first months of 2019.[20]

In January 2019, the company announced it would open 9 stores in Ireland, starting in Ballymun, north Dublin with features will include a rollerblading track, bike circuit and astroturf pitch.[21]

In April 2019, the company opened its first store in Hanoi, Vietnam. Another store was opened in Ho Chi Minh city in May 2019. [22]

In July 2019, the retail giant opened its first store in Dhaka, Bangladesh.

In October 2019, the retail giant opened its first store in Qormi, Malta.

In December 2019, "Decathlon" arrived in Serbia opening its first store in Belgrade.[23]

Product ranges

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:

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

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".[25] This dominant position has the effect of marginalizing its commercial competitors, including independent retailers.[26]

Competition

In 2009, Decathlon's sector rivals, Go Sport and Sport 2000, 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. Otherwise, the company does not have significant competition due to their specific target audience in mass-market retail. Intersport is also a major competitor mainly in European market.

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.[27]

Decathlon has however declined to disclose the names of their 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 labor laws.[28]

References
  1. "Decathlon in the world". Decathlon Group. Retrieved 25 August 2018.
  2. "Decathlon United". Decathlon United.
  3. "Largest Sporting Goods Retailer, Decathlon Boosts Ground-Level Distribution Visibility with LogiNext". Business Wire. Retrieved 25 August 2018.
  4. "Our Passion Brands".
  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. "Sporting Goods Retailer 'Decathlon' Launches Rapid Cross-Canada Superstore Expansion [Feature]". RETAIL INSIDER. Retrieved 16 April 2020.
  8. Caruel, Sarah. "Decathlon - Oxylane - Ox'IT". International Internships. Archived from the original on 20 June 2015. Retrieved 15 May 2015.
  9. "Decathlon Innovation and Research". Decathlon Group R&D. Decathlon S.A. Retrieved 15 May 2015.
  10. "Decathlon India opens 1st retail outlet in Kerala". The Hindu. Retrieved 26 August 2018.
  11. "Decathlon - Acquista on line tutti gli sport su decathlon.it". Retrieved 20 June 2012.
  12. "www.indianexpress.com/news/fipb-okays-4-single-brand-retail-proposals/1073774/". Retrieved 14 February 2013.
  13. "decathlon.tn". Retrieved 12 January 2017.
  14. "decathlon-enfin-en-tunisie-interview-avec-le-directeur-de-la-marque-en-tunisie". Retrieved 20 January 2017.
  15. Tiempo, Casa Editorial El. "Decathlon: el reto en Colombia es ofrecer los mismos precios que en Europa". Portafolio.co.
  16. "#SportsForEveryJuan: Decathlon Philippines Opens At Festival Mall". Relatable Fitness. 21 July 2017. Retrieved 14 August 2017.
  17. 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.
  18. "Search Company and Other Registers". connectonline.asic.gov.au. Retrieved 25 November 2019.
  19. "Decathlon Announces 1st Canadian Location". Retail Insider. 14 August 2017. Retrieved 15 August 2017.
  20. "Стало відомо, яким і де буде перший в Україні магазин найбільшого у світі спортивного бренду". Retrieved 26 September 2018.
  21. "Decathlon plans nine outlets for Ireland, starting with Ballymun". Retrieved 21 January 2019.
  22. "Decathlon Vietnam opens first store". Retrieved 2 October 2019.
  23. "First Decathlon sporting goods store opens in Serbia". Retrieved 12 May 2020.
  24. "www.zanzisport.com/spip/article.php3?id_article=694". Retrieved 14 February 2013.
  25. Distribution : l'enquête secrète de Lagarde, Le Nouvel Observateur no. 2275, 12 June 2008
  26. « 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.
  27. , Bipiz Online, 23 February 2016
  28. "Sewing on an Empty Stomach". ZEIT ONLINE. Retrieved 3 June 2019.

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