🏗️ Expansion Plans
Decathlon, the French sports brand, is making a significant push into the Indian market with an investment of $108M (100M euros). The company plans to open 80 new stores across India, adding to the 110 it currently operates. This expansion will be rolled out over the next five years, emphasizing Decathlon’s commitment to strengthening its footprint in one of its key markets.
🏭 Boosting Local Production
Currently, 68% of Decathlon's sales in India come from locally manufactured products. By 2026, the company aims to increase this figure to 85%. This strategy aligns with Decathlon’s broader goal of enhancing its local supply chain and reducing dependency on imports. Increasing local production is also expected to support the company’s growth and profitability in India.
📈 Financial Performance
In 2023, Decathlon reported a turnover of 15.6B euros, reflecting a 1.15% increase from 2022. The company's financial health supports its aggressive expansion strategy in India. Decathlon’s global success is partly attributed to its focus on customer experience, sustainability, and digitalization, which are also key components of its Indian market strategy.
💡 New Strategies
Decathlon has also rebranded itself with a new identity focused on modernisation and sustainability. Additionally, it launched Decathlon Pulse, its own investment firm, aiming to drive innovation within the company. These moves signal Decathlon’s intention to not only expand but also evolve in response to global and local market trends.
Will Decathlon's massive investment make it the top sports brand in India?
