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Decathlon Targets New Markets with Alltricks Webshop Take-Over


Decathlon Targets New Markets with Alltricks Webshop Take-Over
Latest Alltricks store at Issy-les-Moulineaux covers 600 square meters on two floors. - Michel de Chavanon

VILLENEUVE-D’ASCQ, France – Decathlon obtained a majority shareholding in the omni-channel distributor Alltricks. The sporting goods giant acquired all shares held by Partech Partners as well as Entrepreneur Venture, 123IM, Sonorfi, Financière de la Gommerie and other small shareholders.

Only Alltricks’ founder and CEO Gary Anssens still holds ‘a significant share’. He will remain part of the management for the next few years. None of the parties involved disclosed any information on the purchase price. “With Decathlon, we have chosen an expert and passionate partner to accelerate our presence on internet but also develop our omni-channel strategy,” explained Gary Anssens.

‘Alltricks shop-in-shops’ at Decathlon

Today Alltricks operates a webshop in six different languages as well as three off line shops offering 500 brands in cycling, running and outdoor. The company started as an online shop but in first quarter of 2018, Alltricks launched a new strategy by opening offline shops as well. Currently, the company operates two shops directly (Coignières and Issy-les-Moulineaux in the Ile-de-France area) and one in franchise in the South-East of France.

“The shops will remain independent and, for the moment, it’s not planned that they will offer Decathlon’s own brands like B’twin, Van Rysel, Triban or Rockrider,” explains Gary Anssens. “However Alltricks’ online customers will have the opportunity to pick-up their ordered goods in one of the 315 Decathlon stores in France or 1,560 in 55 countries. ‘Alltricks shop-in-shops’ are planned to be opened in some Decathlon stores.”

For Decathlon the acquisition of Alltricks is huge opportunity to reach out for new markets, especially amateur cyclists.

Alltricks still growing

Last year, Alltricks generated a turn-over of 65 million euro delivering products to one million customers in 70 countries. About 20 percent of the turnover came from the company’s home market. With a warehouse of 17,000 square meters, more than 220,000 products are offered online. In 2018, the company delivered about 1.8 million packages. The company also claims delivery within 24 hours in France, Spain, Italy, Belgium, Germany and United Kingdom. For this year Alltricks aims at a turn-over of 80 million euros.

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