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Retail Case Study: How Decathlon Is Changing the Sporting Goods Game

Dec 01, 2022
  • Decathlon has been able to achieve impressive growth rates over the years by focusing on what customers really want.

  • Rather than using middlemen and unnecessary markups, Decathlon manufactures its own products in-house, which allows them to offer top-of-the-line sports equipment at unbelievably low prices.

  • According to Forrester, Decathlon has the best omnichannel retail and digital store capabilities in Singapore.

“Customer-centricity” is a topic of much discussion among businesses, but Decathlon has taken it up a notch by making customer satisfaction the driving force of its operations. With a focus on the customer at all times, the business has grown rapidly to become the largest sporting goods retailer in the world. 

Rather than selling a limited selection of products, Decathlon offers customers access to a wide range of sporting goods – from running and cycling to swimming and camping. This makes it the perfect destination for anyone who loves sports, regardless of their level of experience or expertise. What's more, Decathlon is committed to making sport accessible to everyone. This means that all of their products are affordable, and they offer a variety of payment plans to make them even more affordable.

Come along as we take a deep dive into Decathlon’s retail journey and discover the strategies they have implemented that enabled them to achieve such phenomenal success throughout the years.

Decathlon: The Largest Sporting Goods Retailer

Founded in 1976 by French tycoon Michel Leclercqin, Decathlon is now a household name that many people know and love. With operations spanning 60 countries across five continents, the company places a huge emphasis on maximizing the true value of its products without sacrificing its core values. 

The company spent the first few decades dipping its toes into major European markets, including Spain, Germany, Italy, and Portugal. As the 21st century began, Decathlon ramped up its efforts to penetrate the Asian market by launching its first stores in China in 2003 and then in India in 2009. The year, 2019, proved to be quite productive for the firm. In the first six months alone, they have already launched their first store in Japan and Vietnam, their first superstore in the United States, a retail park in Poland, and a megastore in Singapore. 

As of today, Decathlon stocks just under 30 private labels, each of which is geared toward a specific sport or kind of exercise. These specialty brands stand out in the consumer landscape. Among their many brands is Quechua, which is specifically designed for use in the great outdoors (hiking, camping, etc.). The Kalenji line is made for runners, while the Wed'Ze line is tailored to cross-country skiers.

Customers at the Heart of Decathlon’s Growth Strategies

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