Decathlon has opened its first physical stores in Japan, after testing the market online. The Japanese store covers about 1,800 square meters in the Hanku Nishinomiya Gardens, a shopping mall between the cities of Osaka and Kobe.
The world’s largest fashion retailer grew net sales 3.2% to €39.9bn; early FY2026 trading running at 9% constant-currency growth.
Decathlon worked with London agency AMV BBDO and a 9-year-old on a new European campaign built around the emotional power of sporting firsts.
Swedish sports fashion brand targets new lifestyle categories in Sweden and Belgium, with total retail value estimated up to SEK 300m over three years.
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