Decathlon France generated €4.752 billion (VAT and other taxes included) in full-year 2023, according to its year-end round-up. This represents a rise of 1.24 percent from 2022 and of 22.52 percent from 2019, the year before the lockdowns.
France accounted for about a quarter of Decathlon’s worldwide sales, which, by this math, would be in the neighborhood of €18.3 billion. E-commerce accounted for 16 percent of the total and was up by 10.54 percent year-on-year. Revenues for Decathlon Pro, which sells to teams and schools, were up by 4.21 percent year-on-year.
“Circularity” revenues (from rentals, repair shops and giving products a “second life”) accounted for 3.8 percent of total French revenues (about €180.6m) and were up by 21 percent year-on-year. Stores collected 300 tons of used sporting goods, repaired 2.3 million products and sold more than 5,500 spare parts for more than 4,700 repairable products. By 2026 the company expects 30 percent of the products it sells under its own brands to be repairable.
Decathlon opened its first in-store repair shop in 1994 and, by 2023, was operating such shops in all but 11 of its stores in France. Pop-ups excluded, Decathlon was operating 319 stores last year – 303 of them under the Decathlon banner, nine under Decathlon City and seven at what the company calls design centers (centres de conception). Some 38 stores underwent refurbishment to produce an “immersive” experience for the customer, along a “stroll” store plan.
In addition, Decathlon France was operating 12 warehouses last year and employing some 24,000 people, about 41.5 percent of them women.
