Decathlon closed 2024 by consolidating its positioning as a global multispecialist sports brand. A year after announcing its new international strategy (including image change), the French company has reported significant advances in key areas such as digital sales, international investment and sustainability.
Decathlon's digital bet is consolidated
In the presentation of its international results of 2024, Decathlon has announced a growth of its business figure of 5.2% Regarding 2023 at a constant exchange rate, which translates into 16,200 million euros.
This positive performance has gone hand in hand with a strong impulse in the digital field. At the moment, 20% of the company's total revenues come from the online ecosystemwhich includes ecommerce, orders from store and marketplace. This online business share is a growth of almost three points compared to last year's data (17.3%).
The sales volume and the result of the exercise falls
In parallel, Decathlon maintains a global network of 1,817 stores in 79 markets, with a total volume of 1,180 million products sold in 2024 (0.8% less than in 2023). For its part, the net result of the year reached 787 million euros, 15% less than in 2023 (€ 931).
International expansion and strategic investment
Among the key actions of the year, the modernization or opening of 200 stores and the Expected 90% restructuring of the product catalog by 2026. This seeks to achieve a clearer and aligned offer with sustainability values.
Regarding international expansion, Decathlon has announced investments of 100 million euros in India and a similar figure in Germany until 2027, focused on strengthening logistics capacities and expanding commercial presence. Another milestone was the alliance with Paris 2024, which promoted a 10% increase in omnichannel traffic in France during the Olympic Games, as well as the sale of 1.8 million products with official license.
Decathlon Pulse: Innovation from the nucleus
In 2024 it also launched Decathlon pressstrategic subsidiary focused on investments and associations with sustainable startups. Among its first bets include companies such as Recyc'elit, Rebike and Unspun, all aligned with the circular economy and decarbonization approach.
In this sense, Decathlon has achieved, for the third consecutive year, to unlink the growth of its income from the increase in carbon emissions, achieving a accumulated reduction of 13% since 2021. During 2024, the company reached several milestones in sustainability: 1.35 million second -hand items were marketed; 3 million products were repaired in a network of 1,730 active workshops; and a 50% share in the rental market in Spain and Italy was consolidated.
In Spain, Decathlon has implemented a second -hand platform It allows users to sell and buy used sports material, promoting the circular economy and sustainability. Customers can assess their products online and sell them in physical stores, receiving payment by bank transfer or gift card. In addition, in its online store, Decathlon offers a section called “second life” where you can buy used products in good condition at more affordable prices.
In addition, to expand its scope in the reused product market, Decathlon has associated with Wallapop, becoming a professional seller of WALLAPOP PRO. This collaboration allows more than 100 Decathlon stores in Spain to offer articles of their second -life service through the Wallapop platform, updating more than 20,000 references of unique sports products daily
On the other hand, for 2024 we saw the arrival in Spain of its online cycling rental service, offering fans a flexible and sustainable alternative to access high quality equipment. This service complements the rental lines already available, such as water sports and snow.
Image: Flux Schnell
