French sportswear brand and retailer Decathlon, ranked Leading in the Europe Top1000 2024, has prioritised affordability and accessibility since it was founded more than 45 years ago. These strategic priorities are still reflected on its website, alongside a commitment to sustainability.
Decathlon founder Michel Leclercq started out with the idea of selling equipment for several sports, from entry-level to top-of-the-range products but at affordable prices in order to make sport accessible to all. Leclercq, nephew of the founder of the Auchan supermarket, opened the first Decathlon store in Lille, Northern France in 1976. In 1986, Decathlon opened its first international shop, in Germany. By 1992, it had created its first eco-designed packaging.
Today, Decathlon remains a family-owned business, with about 2,080 shops in 56 countries around the world. It sells both third-party and its own brands – more than 20 in total. Its commitment to sustainability continues with a dedicated sustainability section on its website, featuring a regular magazine and a range of information about sustainability issues.
Visitors to Decathlon’s domestic website, in France, can follow the retailer, an official partner of the 2024 Paris Olympics, on six social media channels and take part in live shopping events. From its landing page, shoppers can also see fulfilment promises that include free delivery when shoppers spend more than €49.99, one- hour pick-up from store – with drive-in collection among the options – and a 365-day returns policy. They can also download iOS or Android apps.
Searching for a product brings up suggested search terms and product images, while Decathlon’s navigational filters include brands, price, size, colour and number of pockets. Its top navigation includes ‘seconde vie’ second- hand reconditioned products ranging from table tennis tables and golf clubs through to shoes and clothing. On its UK website, rental and buy back sections give shoppers alternative ways of accessing or disposing of products, while both its UK and French websites feature marketplaces.
On Decathlon product pages, there is a choice of zoomable images, star ratings and reviews as well as recommendations for completing an outfit, items that are often bought together and similar products.
This Decathlon company profile is one of 11 in the brand new RetailX Europe Top1000 360° report.
This report brings together two strands of RetailX research. The first is the Top1000, now in its ninth year of ranking ecommerce and multichannel retailers by performance. The second is the more recent 360° reports, which explore markets in the round, from the economic context for retail to retailer performance and how shoppers buy, or would like to buy.
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