HOW BIG IS DECATHLON?

All sports for all people

- Sandesh Bhosle

Decathlon is no longer a newbie in the market. The French sporting goods giant has become synonymous with affordable and quality sports equipment worldwide. Founded in 1976, Decathlon has not only revolutionised the retail sporting goods market but also fostered a culture of accessibility and inclusivity in sports. Let’s unveil the origins, growth, and success of Decathlon, focusing on its key milestones, top products, and its impact on the global sports retail industry.

THE GENESIS OF DECATHLON

Decathlon was established in 1976 by Michel Leclercq in Englos, a suburb of Lille in northern France. The concept was revolutionary: a single store offering a wide range of sporting goods under one roof, making sports accessible to everyone. The first store was a modest beginning, but it laid the groundwork for a brand that would eventually dominate the global sports retail market.

FIRST SUCCESS AND GROWTH

The initial success of Decathlon can be attributed to its unique business model. Unlike traditional sports retailers, Decathlon focused on affordability without compromising on quality. This was achieved through vertical integration, where the company controlled every aspect of the product lifecycle—from research and development to manufacturing and retail.

The introduction of in-house brands, known as “Passion Brands,” marked a significant turning point. These brands, such as Quechua (for hiking and camping), Kipsta (for team sports), and Tribord (for water sports), allowed Decathlon to offer specialised, highquality products at competitive prices. By the early 1980s, Decathlon had expanded across France, establishing itself as a household name in sporting goods.

INTERNATIONAL EXPANSION