Decathlon Germany opened its first store in Dortmund Kley in 1986 and now operates over 80 branches across the county. It took a few years for the company to move forward and fulfill its expansion plans.
However, the French sporting goods retail and manufacturing giant has been growing step-by-step into “one of the toughest markets in the world” since 2015. Compared to the 700 million euros recorded in 2021, the turnover of 1,06 billion euros in 2022 meant double-digit growth of 28,4%. Earnings before taxes (EBIT) amounted to 30,1 million euros. The product segment leaders are Outdoor, Mobility (which includes all cycling products), Water Sports and Fitness. Together, they account for almost 70% of total sales.
The French sporting goods store chain and giant manufacturer sees itself on course to become the number one sports platform in Germany. Today, Decathlon Germany alone employs a total of 5.520 people.
With 28% of sales, Decathlon Germany expanded its e-commerce business last year, mainly in services and customization. The team worked on the online integration of circularity services, such as Second Use Online or cargobike delivery as an option.
In order to provide online customers with the best possible advice on the wide range of products, the introduction of guided selling has also played an important role.
"In 2023 we will invest in our shopping app, because more and more people shop with their smartphone. We want to cater to this customer behavior more in the future“, reveals Chief Digital Officer Dr. Florian Bischoff.
Keyword commitment to sustainability
The share of eco-design products has also reached a good 30% of total sales in 2022. The target for 2023 is 35%. In addition, the range of circularity services has also been expanded: last year, for example, Decathlon Germany sold more than 20.000 used products through Second Use, not to mention over 15.000 repairs in its own workshops and service points.
A new addition is the Circularity Service Buy Back, where Decathlon buys back used sporting goods such as bikes, repairs them and resells them at a discounted price through Second Use.
"Expanding our circularity services is an important part of our business philosophy and relationship with our customers“, explains Michael Kiess, head of the buyback of Decathlon Germany. “We want to extend the life cycle of our products as much as possible and thus actively contribute to the circular economy".