Decathlon has announced the progressive elimination, starting this season, of its Wedze brand. Until now, the complete range of winter sports products distributed as Wedze will be integrated into the Quechua ranges. Quechua, Decathlon’s mountain sports brand, will therefore embrace mountain sports all year round, whether on hiking summer trails or snowy slopes.
This strategic change aligns with Decathlon’s revamped brand strategy, introduced in March 2024, which seeks to simplify its portfolio while enhancing the customer experience, the company explained in a web post. The Wedze name has been in place for 15 years.
The Wedze name will be phasing out over the next two to three years, during which the Wedze products will be seamlessly integrated into Quechua’s collections. The Wedze team will continue to apply its expertise to winter sports under the Quechua banner, said the company. The Quechua International Design Center is located near Chamonix, in the heart of the French Alps.
