All Decathlon articles
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DataData: The 15 most improved retailers for gender pay equality 2022
Retail Week ranks the top-performing and most improved retailers for gender pay equality this year.
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Gallery
Store gallery: Decathlon unveils ‘unique’ Liverpool city centre flagship
Decathlon has opened a new flagship store in Liverpool as the sports specialist ramps up its high street store network.
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News
Decathlon suspends operations in Russia after calls for boycott
French sporting giant Decathlon has backtracked on its decision to remain open in Russia, citing difficulty around “supply conditions” as the reason behind the move.
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News
Decathlon founders face backlash against Russian growth plans
Decathlon’s French founders have made plans to expand the Russian footprint of its Leroy Merlin DIY chain following other Western retailers’ exits.
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Analysis
Tracker: Retail reacts to Russia’s invasion of Ukraine
Retail Week rounds up the actions being taken by retailers in response to Russia’s invasion of Ukraine. Last updated March 29, 2022.
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News
Decathlon poaches new chief executive from Ikea
Decathlon has named Ikea’s chief digital officer Barbara Martin Coppola as its new chief executive.
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News
Decathlon UK launches first clothing rental collection
Decathlon has partnered with fashion rental platform Hirestreet to launch an initiative that will allow consumers to rent clothing for skiing and hiking.
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Analysis
Serve yourself: Could checkout staff become obsolete?
Self-checkouts have become commonplace across the grocery sector – but as other sectors jump on the bandwagon, could it soon become the status quo?
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Interview
Interview: How Eric Mazillier uses a ‘sports mindset’ to lead Decathlon UK
Sitting in the cafe located within Decathlon’s outlet in Surrey Quays, Eric Mazillier explains that he usually cycles almost 30km a day, but on the morning of our interview he had avoided the trip because it was beginning to rain.
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Prospect Analysis
Decathlon (SWOT)
Decathlon has room to expand further in the UK and internationally. With its wide assortment of private label lines stocking items to support more than 70 different sports, the company has a reputation for quality at low prices, which drives customer loyalty.
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Prospect Analysis
Decathlon (Outlook)
Sales growth over the past few years has been in double digits and its online sales share has soared.Decathlon is well positioned for further growth, particularly in areas such as the north and southwest, where it is under-represented.
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Prospect Analysis
Decathlon (Overview)
Decathlon is a family-owned company, founded in Lille in 1976, and inspired by the belief that the best sports products should be accessible to all. The business has grown into an international sports retailer with 1,700 stores in 59 countries.
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Prospect Analysis
Ecommerce at Decathlon
Dedicated online sites operate across Decathlon’s major markets and it is focused on growing its ecommerce sales as part of a broader omnichannel strategy.
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Prospect Analysis
Technology at Decathlon
Decathlon is focused on leveraging technology around the world to improve the customer journey for shoppers and to leverage the efficiency of its in-store, supply chain and e-commerce operations. It tends to trial solutions in a single market, but will roll them out to other geographies if successful.
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Prospect Analysis
Decathlon (Financials)
Group sales declined 6% in 2020 to €11.4bn (£10.14bn) with net profit down 0.8% to €550m (£489.4m) as the pandemic closed stores, however online sales share more than doubled. Companies House filing for 2019 shows UK net sales up 10% to £277.6m and online sales up 18%.
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Prospect Analysis
Decathlon (Strategy)
Decathlon pledges to “make sport accessible to the many” and this is integral to its strategy. Its stores aim to create communities around sport, with stores generating retail theatre around its broad assortment of private label lines.
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Prospect Analysis
Decathlon (People)
Eric Mazillier is UK CEO since January 2020. He is well positioned to grow the UK business, supported by a team of long-serving Decathlonians
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Prospect Analysis
Stores at Decathlon
Decathlon stores are typically large-format, experiential locations for sports lovers. Small formats, pop-ups and shop-in-shop installations are used to infill in other locations. The UK is a significant market for future expansion.
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Prospect Analysis
Customer and marketing at Decathlon
Decathlon continues to invest in advertising and marketing to boost turnover and brand awareness in the UK. Execution is its biggest differentiator.
