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Decathlon Turnover Grows to Double Digit Billions

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VILLENEUVE D’ASCQ, France – For the second consecutive year Decathlon increased its turn-over by 12%. In 2016 the world’s biggest sports retailers generated a total of 10 billion euro in sales. Like-for-like sales growth stood at 4.4%, slightly less than the 5% Decathlon reported for 2015.

Decathlon Turnover Grows to Double Digit Billions
Decathlon new ‘City’ retail concept is introduced for reaching out to new consumer groups. – Photo Decathlon

Thanks to its flourishing sales in the past years, Decathlon doubled its turnover since 2009. And the France-based sports retailer is still expanding its global reach. Last year the company opened more than 164 new outlets worldwide, compared to 140 in 2015. It has established itself in five new countries: Mexico, Ivory Coast, Singapore, Malaysia and Slovenia. Decathlon is now present in 28 countries with 1,176 stores, of which 301 in France, 214 in China and 149 in Spain, which make up the top 3 countries for Decathlon.

Reaching out to new consumer groups

To continue its drive for growth and to reach out to new consumers groups Decathlon developed two new retail outlet concepts. Decathlon ‘City’ targets urban customers. The first outlet will be opened this year in downtown Paris. For medium sized towns Decathlon created the ‘Essential’ concept. These 1,000m² outlets will focus on families and mainly offer the company’s own brands.

Home market

In its financial statement for 2016 Decathlon reports that sales on its home market France could not keep up with its international performance and increased by only 2.2%. This was due to, among others, bad weather in spring, media coverage of international sports events like the Olympics and growing competition.

Unfortunately Decathlon does not report on its global online turnover. In France however Decathlon’s internet sales has a share of only 4.1% of the total turnover, up 9.4% compared with 2015, attracting 1.7 million customers.

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