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DECATHLON

Decathlon 2020 #22 (+2)

Parent Company: Decathlon Group

Brand Value 2020: $2,367m (US$)

Change from 2019: +7%

Headquarter City: Villeneuve-d’Ascq

Category: Retail

Year Formed: 1976

Decathlon is a global sporting goods retailer which aims to “champion the athlete in everyone” from the novice to the expert, by offering quality equipment at low prices. It has over 300 stores in France, which account for around a third of sales, and more than 1,400 stores in 43 countries worldwide. It stocks a range of international brands as well as its own labels—such as Quechua, Kalenji, Tribord and B’Twin—which present innovative designs developed in-house. Decathlon registers up to 40 patents per year, confirming its status as an innovator, and offers a number of in-store initiatives. The Decathlon Essentiel and Decathlon City formats have been developed for urban consumers, and the brand is increasingly focusing on digital shopping, both online and through tablet-equipped staff in stores. In June 2019, it unveiled a new connected concept store in the Confluence shopping center in Lyon, with an emphasis on experiences, interactivity, lessons and a dedicated app to make appointments for sessions or with in-store experts. Decathlon is one of a number of retail brands owned by the Mulliez and Leclercq families.

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