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Decathlon’s rebrand working as revenue grows 4.4%

Image © Decathlon

A month after Decathlon introduced its new logo and ambition to “bring innovative and sustainable sports to everyone”, the retailer has reported revenues increasing 4.4% to €15.6bn (£13.4bn).

Decathlon called it “a robust economic performance”. Its focus on ecommerce has also resulted in digital sales accounting for 17.4% of the group’s revenue, up 0.7% on 2022.

Barbara Martin Coppola, Decathlon chief executive, said: “In 2023, businesses around the world operated within unprecedented circumstances. At Decathlon, we chose to use this moment to act and to transform. We laid many foundations for the future and I am pleased with the result that we achieved. This is a testament to the dedication and commitment of our teammates.”

The sports retailer will continue to work towards a more circular experience. There has been a real push on initiatives such as rental and trade-in. In October 2023, Decathlon’s buyback service, which was already available in stores across Europe, was introduced to all its UK sites.

Additionally, the sports giant is aiming to becoming Net Zero by 2050.

“I’m very proud of the strong reduction in our CO2 emissions, while maintaining revenue growth. This is an absolute priority for Decathlon as part of our commitment to preserving our shared playground,” Martin Coppola added.

“In 2024, with our new ambition and fresh brand launched, we have set Decathlon on a strong trajectory to build happier, healthier societies by ‘moving people through the wonders of sport.’”

Decathlon’s recommerce services are highlighted in the DeliveryX Europe Top1000 report. The company profile highlights that Decathlon’s second life initiative is driven in part by its customers. A survey the sports retailer conducted found 34% of UK shoppers would be happy to purchase second-hand fitness equipment.

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