French sports giant Decathlon has reported an increase in sales during 2024 in a “transformative” year for the business.
For the 2024 financial year, Decathlon has reported a 5.2% rise in revenue year on year at a constant exchange rate.
The sports retailer said digital sales now account for 20% of its total revenue.
Decathlon attributed its success during the year majorly to its partnership with the 2024 Paris Olympics, which it said “reinforced its role in making sport accessible to all on a global stage”.
During the Summer Olympics, Decathlon designed and manufactured clothing for 45,000 volunteers in Paris and also sold 1.8 million licensed products during the year.
Decathlon also noted a 10% rise in store traffic both across bricks-and-mortar and online across France during the Olympic period, as well as a 6.7% rise in traffic during the Paralympic Games.
The retail giant hailed “rigorous cost-control measures” that helped the business to mitigate rising cost inflation and allowed it to continue offering “affordable pricing” for shoppers.
Decathlon ended 2024 with 1,817 stores, it has a global presence in 79 countries and sold a total of 1.18 billion products during the year.
Looking ahead, Decathlon said optimising operational expenses remains a “key priority” in 2025, as well as investments in its international growth with a €100m (£83.8m) investment planned in India over the next five years as well as up to €100m in its German business by 2027.
Decathlon said in a statement: “In 2024, Decathlon reinforced its commitment to empower people to lead healthier, more active lives. A year after unveiling its new ambition and strategy as well as its global brand identity, Decathlon has undergone a transformative journey, evolving as a multi-specialist sports brand that inspires everyone – from beginners to Olympic and Paralympic athletes – to embrace the power of sport.
“This transformation is already well underway: with 200 stores either newly opened or modernized, alongside an optimised brand portfolio to offer greater clarity and better serve its customers. By 2026, 90% of Decathlon product offering will be restructured, ensuring an even more relevant and sustainable approach to sports retail.”
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