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Tag: decathlon

  • Decathlon Aims To Double Indian Procurement, Boosting Local Manufacturing

    Decathlon Aims To Double Indian Procurement, Boosting Local Manufacturing

    Decathlon, the renowned French sports goods company, has disclosed its ambitious plans to double its procurement of goods from India, aiming to reach a monetary value of $3 billion in the next five years. This strategic move will enhance India’s contribution to the company’s global sourcing to 15 per cent by 2030.

    Driving Expansion with High-Potential Categories

    The intended increase in sourcing from India is set to be propelled by categories of high potential, such as fitness equipment, footwear, and clothing. As of now, India accounts for 8 per cent of Decathlon’s global sourcing volumes.

    Decathlon boasts a long-standing sourcing relationship with India, spanning over 25 years. The company predicts that by 2030, locally sourced products will constitute 90 per cent of its sales in the Indian market, marking a significant rise from the current rate of over 70 per cent.

    Strong Support from Domestic Operations

    Decathlon’s operations within India are robust, supported by 113 manufacturing sites, 83 suppliers, and seven production offices. The company also showcases solo categories like yoga and cricket, which are designed and manufactured domestically.

    Frederic Merlevede, the head of Decathlon production, expressed confidence in the company’s strategic investment in India. He said, “Our long-term investment in India reflects the profound trust we have established with our partners.” Merlevede also stated their clear ambition to position India as one of Decathlon’s leading global manufacturing hubs as the company continues to grow.

    At present, Decathlon runs 132 retail stores across 55 cities in India.

    Questions & Answers

    What are Decathlon’s expansion plans in India?
    Decathlon plans to double its sourcing of goods from India, aiming for a monetary value of $3 billion over the next five years.

    Which categories are expected to drive this expansion?
    The expansion is expected to be driven by high-potential categories such as fitness equipment, footwear, and clothing.

    What is Decathlon’s future vision for its operations in India?
    Decathlon aims to increase the representation of domestic products in its sales to 90% by 2030. Furthermore, the company aims to make India one of its main global manufacturing hubs.

  • Decathlon Singapore opens new outlet, revamps Kallang store

    Decathlon Singapore opens new outlet, revamps Kallang store

    Decathlon has completed two developments in Singapore: renovating the Decathlon Lab in Kallang and opening a new outlet at Lot One Shoppers’ Mall in the Northwest region.

    The Singapore Lab now features a modern layout with immersive alcoves, offering customers a more interactive and personalised shopping experience. Its new design leads through different sports areas in a circular path, making it easier to find related products.

    In addition, the store introduces digital solutions like a Safe Size digital foot scan, which uses 3D tech to help shoppers find their perfect shoe fit; the Zwift Cycling Turbo Challenge; and watersports testing zones for the Stand-Up Paddle and Kayak.

    Meanwhile, the new Lot One outlet is Decathlon’s 11th click-and-collect outlet in the country and its first in the Northwest. It will offer a range of items, including hiking, fitness, running, and water sports gear.

    The company plans to refresh all its experience stores with similar features over the next two years.

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  • Decathlon opens first-ever airport retail pop-up at Changi

    Decathlon opens first-ever airport retail pop-up at Changi

    Decathlon has launched its first global duty-free pop-up at Singapore’s Changi Airport, featuring a curated range of sports and travel goods.

    The pop-up will be open for customers to visit until September 1, located at the Terminal 3 Departure or transit hall.

    The brand says the launch also presents its new logo, “The Orbit,” symbolising its dedication to circularity and progress toward new heights.

    Exclusive Decathlon x Changi branded products, such as sleek travel bum bags, comfortable hiking backpacks, and lightweight microfiber towels, will be available at the pop-up. Trekking pouches and an Easybreath Surface Mask are also featured.

    The brand has also arranged a series of sports challenges from the June 19 to 26, including a Bike Trainer Challenge, Resistance Band Squat Challenge, and Push-Up Challenge.

    Stephan Veyret, CEO of Decathlon Singapore, said: “Decathlon Singapore will be the first in the world to launch a Decathlon pop-up within an airport transit area at the renowned Changi Airport.

    “This hands-on pop-up reflects our commitment to innovation, providing travellers with a unique opportunity to explore and engage with our range of sporting goods.

    “We aim that our collaboration with the Changi Airport Group will encourage and prepare more people to embrace the joys of sports, even while on the move,” Veyret concluded.

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  • Decathlon names new CEO

    Decathlon names new CEO

    French sports retailer Decathlon named 45-year old Barbara Martin Coppola, a former executive at companies such as IKEA and Google, as its new global chief executive.

    Coppola will replace Michel Aballea, who had held the role since 2015, in mid-March this year, added Decathlon, which competes in France with companies such as Go Sport.

    Decathlon said it was in good financial shape, echoing bullish updates recently given by sportswear companies such as Puma and JD Sports which have performed well despite the COVID-19 pandemic.

    “The current good health of Decathlon and our strong ambitions encourage us to accelerate the transformation of our business model to better assert our position as a world leader in sport,” said Decathlon chairman Fabien Derville.

    “We are convinced that Barbara will be able to lead this transformation while respecting our values,” added Derville.

    According to Decathlon’s website, the company registered sales of 11.4 billion euros ($12.9 billion). The Mulliez family, which also owns the Auchan supermarket chain, owns the majority shareholding in Decathlon.

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  • Decathlon in Australia fined A$1.5 million for breaking consumer law

    Decathlon in Australia fined A$1.5 million for breaking consumer law

    French sporting goods business Decathlon has been fined $1.5 million for selling products that failed to meet Australia’s mandatory safety standards – an act in breach of consumer law.

    The Federal Court handed down the ruling, according to the Australian Competition and Consumer Commission, after the business sold more than 400 unsafe basketball rings and backboards, and over 300 portable pools, which failed to include relevant safety labelling, or installation and use instructions.

    “Mandatory safety standards exist to reduce the risk of death and serious injury to consumers, especially children, when using these types of products,” ACCC Deputy Chair Delia Rickard said.

    “By not including these important warnings, Decathlon put consumers at risk of serious harm when they were using the Decathlon swimming pools, basketball rings and backboards.”

    The basketball rings and backboards were made to appear safe to attach to brick walls, which is untrue: if a customer utilised the product in this way they risked fatal injury if the wall failed to hold the weight.

    Similarly, the portable pools failed to warn parents that children had drowned in pools of similar size (over 30 centimeters deep), and that adequate supervision and pool fencing laws applied to the product.

    “It is illegal to sell products in Australia that do not comply with mandatory safety standards, and consumers have a right to expect that products they purchase will not endanger their safety, or the safety of their family and others,” Rickard said.

    Decathlon admitted that it had contravened consumer law, and consented to issue a corrective notice to customers and implement an Australia Consumer Law compliance program to ensure it complies moving forward.

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  • NBA signs licensing deal with Decathlon, entering 1200 stores globally

    NBA signs licensing deal with Decathlon, entering 1200 stores globally

    DECATHLON, one of the world’s largest sporting goods retailers, and the National Basketball Association (NBA) today announced a new multiyear merchandising partnership that makes DECATHLON an official licensee of the NBA across Africa, Asia, Europe, the Middle East and Latin America and marks DECATHLON’s first partnership with a North American sports league.

    The partnership will feature a dedicated range of NBA team and league-branded base layers, accessories and footwear* designed by DECATHLON and sold under their basketball brand “TARMAK.” The collection will be sold exclusively in more than 1,200 DECATHLON stores worldwide and online at Decathlon.com. Products will be available for pre-order beginning in March 2021 ahead of the April 2021 launch in stores.

    “Since the creation of TARMAK four years ago, it has been our dream to collaborate with the NBA, the greatest basketball league in the world,” said TARMAK Leader Damien Dezitter. “We have a common objective to develop basketball all over the world, so it’s natural to work together to make this possible.”

    “We are excited to partner with DECATHLON, a leader in sporting goods retail with a global footprint,” said NBA EME Director, Global Partnerships Steve Griffiths. “Through this partnership, NBA fans and basketball players around the world will have access to an exciting and innovative range of merchandise to help them get in the game.”

    Fans can download the official NBA App on iOS and Android for the latest news, updates, scores, stats, schedules and videos and follow the NBA on Instagram at NBAEurope.

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  • Decathlon store replaces old Metro at Singapore’s Orchard Rd

    Decathlon store replaces old Metro at Singapore’s Orchard Rd

    Decathlon Singapore is opening a new experience store in Orchard Rd, the brand’s fifth experience store in the city.

    Located at the Centrepoint shopping mall, Decathlon Orchard spans two floors, occupying a 3200sqm area. The store will feature some 5000 products spanning more than 50 sports.

    In the new Decathlon Singapore experience store, customers will be able to test products before purchasing with in-store “innovative solutions”. According to the company, the store will feature several interactive concepts including virtual reality test zones and free sport events

    Based on the photos the brand has shared on their social media channels, the fit-out process is still underway, but the store is scheduled to open on September 12.

    The new Decathlon store location takes up space previously leased to the Metro department store.

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  • Decathlon moving into old Metro store at Singapore’s The Centrepoint

    Decathlon moving into old Metro store at Singapore’s The Centrepoint

    After five years at The Centrepoint, Metro Department Store will shutter its flagship next month.

    The announcement heralds the latest in a series of closures at the 36-year-old mall, which has close to 10 vacant units with more already expected to come.

    However, Frasers Property has since confirmed that sports-goods retailer Decathlon will take over at least part of the Metro space, scheduled to open in the first part of next year once fitout is complete.

    Metro’s September 15 withdrawal from the mall will leave only two of its Singapore outlets open, at Paragon and Causeway Point respectively. Staff of the store have yet to be briefed as to whether or not they can expect to be employed at the other outlets.

    “In recent years, Metro has been rationalising its retail business in response to changing market conditions,” said a spokesperson for the firm. “Metro continues to focus on its core businesses of retail in Singapore and Indonesia, together with property investment and development.”

    Adding Decathlon to the tenant mix will provide a significant drawcard to the troubled mall which is seeking to morph into a lifestyle destination with experiential retail concepts targeting younger consumers.

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  • Decathlon India opens largest store today

    Decathlon India opens largest store today

    Decathlon India has opened its largest store yet at the DLF Mall of India.

    The French sports retailer’s new 3000sqft experiential retail outlet features dedicated activity and community zones for fitness and sports enthusiasts, as well as offering digital services such as self-checkout counter scan and a pay app for billing to improve the purchasing experience.

    The store has dedicated sections for women, men, children and teenagers, as well as a space for fitness aficionados and a community space featuring augmented reality golf, a simulator zone and skating rink.

    “Our aim to build a new experience for all people involved in fitness gets enhanced, with the support and environment of DLF Mall of India, one of the premier shopping destinations in Delhi NCR,” said Decathlon Noida Mall of India city sports leader Sylvain Deschamps.

    “We are excited about this new store and hope that the goodwill keeps thriving for years to come.”

    Decathlon India operates 70 outlets, including 12 in the national capital and its nearby regions.

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  • Decathlon to Open largest Store in Hong Kong

    Decathlon to Open largest Store in Hong Kong

    French sports company Decathlon will open its third store in Hong Kong this Saturday, 15th June, in Tseung Kwan O as it continues its efforts to make sports accessible to the many in the city.

    The new Decathlon store in Sheung Tak Plaza, with 36,000 sq. ft (3,500sqm) in retail space and access to an outdoor sports playground of equivalent size, is the biggest sports retail store in the city. An array of family-friendly activities across the weekends this month is organised for visitors to enjoy as part of the opening celebrations.

    The Tseung Kwan O store will employ more than 80 full-time Sports Advisors and Leaders, and together with the Causeway Bay and Mongkok stores, Decathlon will see its workforce in Hong Kong increase to 270, from just 8 two years ago. Inspired by the concept of an urban neighbourhood, the new store design will feature 13,000 products from over 70 sports to be touched and tested as well as spaces to create unique social community moments for customers.

    Marc Zielinski, Decathlon Hong Kong Leader, said:

    “We are delighted to be opening our third store in Hong Kong this weekend, and we are proud that the Decathlon Tseung Kwan O store will become the city’s biggest sports retail space. We hope we can inspire more Hongkongers to exercise for a happy and healthy lifestyle. Decathlon aims to make sport accessible to all and we understand sports engagement can be a heavy financial burden to some. This is why we offer high quality products at competitive prices across 70 sports so everyone can have that choice. With the outdoor playground, visitors who are curious about any sport can seek the advice of our specialist Sports Leaders and fully test our products before they buy. We look forward to contributing to a healthier Hong Kong.”

    Earlier today, a number of special guests including partners and local celebrities were treated to a preview of Decathlon’s retail experience highlighted by in-store digital innovations that allow customers to get a complete understanding of any product before the point of purchase.

    A key part of the unique customer journey is the online catalogue of Decathlon products featuring over 13,000 models that is available on the 50” LED screens placed at prominent areas of the store. This means that even if customers cannot find the exact product they desire on the shop floor, they can visit the online catalogue in-store to compare products and learn about all the possibilities conveniently and efficiently. What’s more, customers can checkout autonomously on Decathlon mobile app for a fast and seamless shopping experience. Customers in a hurry will even be able to choose to pick up their online purchase in store in one hour, through Click & Collect 1H service.

    Joyce Tang Lai-ming, one of the four cast members of popular TVB sitcom “Come Home Love: Lo and Behold” who supported a lighting ceremony riding a stationary bike to generate energy through pedal power, commented:

    “Hong Kong is a fast-paced, always on, city. It is hard to find time to even breathe, and exercise can sometimes fall off the radar for all of us. I am a regular hiker, but there are plenty more activities I am curious about that I have yet to try. With so much choice here at Decathlon and a huge space to try things out, I am eager to satisfy my curiosity and experience new sports.”

    Part of the 36,000 sq. ft outdoor sports playground will be transformed into a campsite replicating the famous hiking trails of Hong Kong, while at the same time showcasing Decathlon’s comprehensive range of Mountain products. Over the weekends of 15-16, 22-23, and 29-30 June, visitors are invited to enjoy 28 indoor and outdoor sports activities such as cycling, stand-up paddle, archery, pétanque, and yoga among others. All activities are completely free of charge and a limited edition backpack will be awarded to Decathlon members who join in.

    To further enhance the sports experience for customers, the Decathlon Tseung Kwan O store will host daily experience sharing sessions and sports classes with inspiring athletes from the community such as Edie Hu who swam around Hong Kong Island last year. These interactive sessions aim to encourage members of the public to discover new sports, and to try them with confidence, while cyclists can utilize the free bicycle workshop space to upgrade, or repair their bikes DIY style or with assistance from a Sport Leader.

    Situated by the main entrance of the store, the year-round Hong Kong Sport Heroes photography gallery acknowledges those in the community who are using sports to improve their lives and want to inspire others to follow their path. With a different theme each month, a watersports exhibition with over 30 breathtaking photos will greet visitors as the store opens at 10.30AM on Saturday 15th June.

    In addition, Appysport, whose main investor is Decathlon Hong Kong, has announced the launch of Hong Kong’s first all-in-one sports platform with a mission to make sports practice more accessible in the city. The Hong Kong based company founded in 2019 has started with offering tennis courts on demand that can be easily booked online and will soon expand to other sports and services.

    Appysport will eventually connect sports users, sports coaches, sports associations and sports facilities in order to make it easier for everyone in Hong Kong to practice sports. The ambition of the start up is to play a key role in increasing sports practice in Hong Kong by facilitating access to it.

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  • Decathlon Vietnam opens it’s Very first Store

    Decathlon Vietnam opens it’s Very first Store

    Decathlon Vietnam has opened its first store, at Vincom Mega Mall Royal City in Hanoi. Located on level B1, the store spans 4300sqm, offering more than 14,000 items covering 70 sports for all levels of player.

    Prices meet the market for local customers, such as a VND63,000 (US$3) backpack, or a US$10 tennis racquet.

    Customers can also test products designed for activities like hiking, jogging or basketball at the store before making a purchase.

    “We want our customers to feel satisfied when choosing Decathlon,” said Manu Pirenne, Decathlon Vietnam’s Hanoi CEO.

    “We are willing to exchange to new products or refund if our customers are not satisfied, within six months. Decathlon also has an at least two-year warranty on all products.”

    The second store which spans 2600sqm will be opened in Ho Chi Minh City on May 25, at Aeon Tan Phu.

    Decathlon Vietnam launched as an online-only store, with several Collect Points located in Ho Chi Minh City and Hanoi.

    To cut the prices, the company has set up its factory in Thai Binh province, and partnered with more than 100 retailers and brands.

    Established in 1976, the France-based sports retailer now has 1513 stores in 53 countries.

    It opened the largest store in Singapore earlier this year.

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  • Third Decathlon Hong Kong store will be its largest in HK

    Third Decathlon Hong Kong store will be its largest in HK

    The third Decathlon Hong Kong store set to open in June will be the French sports retailer’s largest in the territory yet.

    Scheduled to open on June 15, the 72,000sqft store will be located at Sheung Tak Plaza in Tseung Kwan O.

    What sets apart the new store is that half the space is outside, a 36,000sqft combination of practice spaces where customers can try out sports products and footwear for themselves. Decathlon says the practice area will cover 70 sporting disciplines, including badminton, tennis, basketball, hiking, football, running, yoga and even a ski-testing area.

    “At Decathlon, we want to make sure sport is accessible to the many through high-quality products at competitive prices, with the outdoor terrace providing a place for sports users to play and really test our products before they buy,” said Decathlon Hong Kong chief Marc Zielinski.

    “We are all aware of the importance of exercise for better mental and physical health but at the same time, we understand sports engagement can be a heavy financial burden to some,” he said.

    The new store will feature multiple 50” LED screens promoting Decathlon’s range of more than 13,000 products.

    Customer engagement among sports people will be encouraged with advice and training for various codes, including in-store classes.

    Decathlon Hong Kong launched in August 2017 with a store in Causeway Bay, adjacent to Ikea, and another in Mong Kok. The company has more than 1500 stores worldwide and plans to make its debut in the US in the coming months.

  • Decathlon opens Singapore megastore

    Decathlon opens Singapore megastore

    French sports chain Decathlon opened its largest store in Singapore late last month, as the European retailer continues to build upon its popularity in the Asian market. Dubbed ‘Decathlon Singapore Lab’, the new experience store is located at Stadium Boulevard and covers 5,000 square metres of retail space, making it the biggest Singapore store. It is also opened 24 hours.

    In addition to Decathlon’s inventory of sports apparel, footwear and accessories, the new ‘Lab’ boasts a series of ‘experiential’ features including an indoor area of four different running surfaces wherein shoppers can test running shoes before purchasing, as well as a hiking path with a gravel surface for the testing products in-store.

    At a media briefing last month, Decathlon Singapore chief executive Yves Claude said the store has been named Decathlon Singapore Lab “because a lab is a disruptive and innovative place where we test new solutions.”

    The store also hosts an Active Health Lab in partnership with Sport Singapore, where users can take a free health assessment and there are free-to-play areas next to the store as well.

    To speed up the delivery process for shoppers, Decathlon has established an in-house conveyor built that transports products as soon as they are ordered online. Shoppers can also order online and collect their items at their preferred store within two hours for free.

    “We have to give new reasons for customers to come back to our store,” added Claude.

    The store is the latest in a string of ‘Decathlon Experience’ stores being rolled out across Singapore and is the fourth in the nation’s offering.

    Decathlon also has a 4,000-square-metre showroom in Joo Koon and two click-and-collect stores.

    In May last year, Decathlon signed a memorandum of understanding with Sport Singapore, which marked the announcement of this new Decathlon in Kallang.

    “We share a common purpose, which is to make sport accessible. They come with a good price point, high-quality products, (and) most importantly, they come with ideas on how to improve participation,” said Lim Teck Yin, Sport Singapore CEO.

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  • Decathlon Singapore Lab now open

    Decathlon Singapore Lab now open

    Sporting goods retailer Decathlon has opened a landmark 5000sqm retail space at Kallang’s Stadium Boulevard, its largest store in Singapore. Designated the Decathlon Singapore Lab, the outlet includes a running area with four different surface types – including a gravel hiking path – for in-store shoe testing. Robotic inventory monitoring and a conveyor belt that immediately transports products once ordered online, allowing two-hour pickups from a customer’s preferred store, are also key features. An Active Health Lab hosted in the store provides free health assessments for customers in partnership with Sport Singapore.

    “A lab is a disruptive and innovative place where we test new solutions”, said Decathlon Singapore CEO Yves Claude in explanation of the store’s name. “We have to give new reasons for customers to come back to our store”, he said.

    “Retail used to be monotonous. Now because our customers are moving to more digital means of shopping, our jobs will also have to evolve”, said Decathlon Singapore Lab store leader Nathaniel Gregory. “In the last three years, my job was very brick-and-mortar style. Tomorrow I need to learn about SEO and digital marketing”.

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  • Decathlon Japan first full store opens next year

    Decathlon Japan first full store opens next year

    Decathlon Japan will open its first full-sized store next year as the French sporting goods retailer continues its rapid global expansion. The Decathlon Japan debut will come just a few months after the company opened its first store in South Korea.

    The company has taken a careful, measured approach to Japan, launching a website in 2015 to build brand awareness and gauge consumer demand. A small test store popped up in Osaka last year, under the Decathlon Lab banner, offering a limited range.

    The first full-sized Decathlon Japan store will be opened in the Hankyu Nishinomiya Gardens shopping mall, in the city of Nishinomiya, located between Kobe and Osaka. It will sell the company’s own house brands Domyos, Quechua and Kalenji, and provide space for consumers to test products before buying.

    Data from BPI France shows Japan is the world’s second largest sport market after the US, and was worth US$12.6 billion last year.

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