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

Key figures on expansion
in 2015

Decathlon’s own-branded products were available in 29 countries throughout a network of 1021 stores.

Focus on
« Environmental certifications »

Decathlon collaborates with 4 internationally recognised labels:
– LEED (Leadership in Energy and Environmental Design) – created in the USA.
– BREEAM (Building Research Establishment Environmental Assessment Method) – created in Great Britain.
– HQE (Haute Qualité Environnementale) – created in France.
– DNGB (Deutsche Gesellschaft für Nachhaltiges Bauen) – created in Germany.

“In China, our development policy puts our stores closer to people. For many Chinese customers, Decathlon is part of their daily life. Making connections and belonging to communities is everything.”

Bertrand Tison
Bertrand Tison
Director of Retail Expansion, China