To be present where we are needed the most
The development policy of the company focuses on two geographic sectors:
mature markets where there is still plenty of potential ie. Western Europe; and also developing countries where the potential for growth is high, but the sports markets are not yet mature.
Our intention is to grow the market for sports within these markets. Many retailers prefer to only go where markets are mature, but Decathlon prefers to anticipate future needs, and therefore contribute to creating the market for sport. There is an acceptable element of risk associated to this.
Photo: Ningbo Hongtang Store, China, opening in 2015