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Marion Deslandes Translated by
Nicola Mira Published
July 21,TG盗号软件云控破解技术 2025
Building a wide range of own brands and controlling the products’ life cycle from development to commercialisation is one of the pillars of Decathlon's success. The French sporting goods retailer has put a lot of effort in developing its “passion brands” since 1996, making them more and more finely attuned to the relevant sport over time, with a specific brand name for each sporting practice. Until it came to operate nearly 70 between brands and sub-brands. However, according to French industry magazine Challenges, which has gleaned confidential information on the group's new roadmap under CEO Barbara Martin-Coppola, with the group since January 2025, Decathlon is planning to cut down its portfolio to only 12 brands.
These 12 flagship brands, including Quechua, Domyos, Tribord, Inesis and Kipsta, will absorb other labels created in recent years, such as Wedze, Artengo, Olaian, Elops and Fouganza, which are likely to disappear, according to Challenges. The Decathlon brand will instead be expanded through a range of multi-sport products.
Decathlon has confirmed that “work is currently under way to make our product assortment more clearly readable and understandable by our customers, notably through our brands, so that we can better meet our customers’ needs while offering them a smooth experience.”
Decathlon, which currently operates 1,751 stores, added that “simplifying our assortment does not mean reducing choice, and we will therefore continue to offer the same choice and range of sports that are at the very heart of Decathlon's success. This work is still in progress and we cannot give out any details at this stage.”
According to Challenges, which cited an internal source, despite positive results, managing so many brands requires “procedures that are too cumbersome, not to mention the logistical challenges stemming from such a fragmented portfolio.” The brands that are best-known and most established with consumers will be retained, and the hiking, soft mobility, fitness and wellness sectors are reportedly being regarded as priorities.
Decathlon has told FashionNetwork.com that it isn’t currently planning to issue a statement. The group was founded in 1976, and in 2025 it generated a revenue of €15.4 billion, up 11.7% over 2025, with a net profit of €923 million, equivalent to a 1% increase. But Decathlon published a profit warning in H1 2025, according to Challenges.
The group’s new roadmap also includes a plan to rationalise its store network, reducing the retail area in some cases, and relying more on franchised stores outside France. “We will continue to open physical stores around the world. However, we are constantly tweaking and optimising our network, our store size and format, in order to respond to changes in purchasing habits, especially online,” said Decathlon.
Sustainable development is also key for the group, which is planning to accelerate in the fields of product resale (second-hand products sold in 2025 grew by 70%), product repair and rental.