Decathlon S.A. (French pronunciation: [dekatlɔ̃]) is a French sporting goods retailer. With over 1,500 stores in 49 countries, it is the largest sporting goods retailer in the world. Its holding company was formerly known as Oxylane.
|Headquarters||Villeneuve d'Ascq, France|
Number of locations
|1,520 stores in 52 countries (April 2019)|
|Michel Aballea (CEO)|
Osvaldo Fusardi (COO)
Number of employees
|Subsidiaries||Quechua, Tribord, Domyos, B'Twin, Kipsta, Nabaiji, Wed'ze, Simond, Kalenji, Newfeel, Artengo, Inesis, Geologic, Caperlan, Solognac, Fouganza, Oxelo, Aptonia, Geonaute, Orao, Subea, Outshock|
Founded by Michel Leclercq in 1976, Decathlon started with a store in Lille, France. It started to expand abroad a decade later, to Germany in 1986, Spain in 1992, Italy in 1998, 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 Australia in 2018. The company employs more than 87,000 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. They tag their clothes with RFID antennas for tracking.
Online delivery has been introduced in Taiwan, Belgium, France, Netherlands, Czech Republic, Hungary, United Kingdom, Germany, Turkey, Hong Kong, India, Japan, Italy, Singapore, Spain, Brazil, Portugal, Romania, Ireland, Mexico, Australia, and recently, Malaysia, Egypt, Vietnam and Thailand.
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. 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. Their first Australian store opened in Tempe, Sydney, NSW, in December 2017. 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
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 store in Kyiv, Ukraine in the first months of 2019.
In October 2019, the retail giant opened its first store in Qormi, Malta.
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, Healthcare and Triathlon
- Artengo - Tennis
- 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
- KOROK - Hockey
- Kuikma - Padel_(sport)
- Nabaiji - Swimming
- Newfeel - Sport Walking
- Offload - Rugby
- Olaian - Surfing and Boardwalking
- Opfeel - Squash
- Orao - Eyewear and Optical Accessories
- Outshock - Combat Sports
- Oxelo - Rollersports, Skating and Scooters
- Perfly - Badminton
- Quechua - Hiking, Camping and Outdoor Gear
- Rockrider - Cycling (Mountain Bike)
- Sandever - Beach Tennis
- Simond - Mountaineering
- Solognac - Hunting
- Subea - Diving
- Tarmak - Basketball
- Triban - Cycling (Comfort-Oriented)
- Tribord - Sailing
- Van Rysel - Cycling (Performance/Racing-Oriented)
- 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 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.
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.
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.
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