Company: Decathlon Group
Brand Value: US$ 2,211 million
Change since 2018: 19%
Headquarter City: Villeneuve-d’Ascq
Year Formed: 1976
Decathlon is a global sporting goods retailer whose mission is to “champion the athlete in everyone”, whether a novice or an expert, by offering quality equipment at low prices. It has over 300 stores in France, which accounts for around a third of sales, and more than 1,400 in 43 countries worldwide. It stocks a range of international brands as well as its own brands, which include Quechua, Kalenji, Tribord and B’Twin – which present innovative designs developed in-house. Decathlon registers up to 40 patents per year, to sustain its positioning as an innovator. It is also innovating in store, with the Decathlon Essentiel and Decathlon City formats developed for urban consumers, and an increasing focus on digital shopping, both online and through tablet-equipped staff in stores. Decathlon’s tagline in its advertising is “Fully fit”, and the brand tends to highlight the high quality and low prices that the brand can offer. Decathlon is owned by the Mulliez and Leclercq families, which own a range of retail brands.