Decathlon Belgium is changing its name to “Nolhtaced” (written backwards) for the next month. The move comes as part of a marketing and sustainability drive to promote “reverse shopping,” the retailer explained in a press release.
Decathlon buys, repairs and resells second-hand products to promote a more environmentally-friendly lifestyle, and the new initiative is supposed to further encourage reverse shopping. Decathlon has already purchased some 26,000 sporting goods this year during the test phase. Thanks to this second-hand offer, less fortunate consumers will afford to buy quality sports equipment at lower prices, Decathlon said. The temporary name change only involves the three Belgian stores in Evere, Namur and Gand, as well as Decathlon’s Belgian website and social media. Sporting goods that were not bought from Decathlon can also be resold in return for vouchers. At the end of the initiative, the Nolhtaced banners will be recycled into bags that Decathlon will use to transport the products it offers for hire.
Decathlon opened its first stores in Belgium in 1997. The demand for second-hand products has been rising in the country. A recent survey by Indiville has found that 30 percent of Belgians are obliged to postpone the purchase of new sports clothing and equipment due to the rising cost of living, with 15 percent, therefore, opting for second-hand clothing and 20 percent for second-hand equipment, Decathlon said.
(Images from @decathlonbe on Instagram)
